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Ferocious Asian mindshare assault preserves Asus

Hopes that aggressively penetrated China will go Eee

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Leading netbook maker Asustek has posted a year-on-year rise in Q2 profits of 8 per cent to T$3.595bn ($123.8m).

Despite waning consumer appetite for netbooks and a generally bleak outlook in the PC market, Asus expects to ship more of its iconic Eee PCs in the third quarter this year, up to 1.1 million units from a million in Q2. It also expects to see its shipments of the EPAD, its foray into the tablet market, to double to 0.8 million and notebooks to rise to 3.6 million from 3.1 million.

The Taiwanese firm's success could be down to its strategy of sticking close to home. Asus is seeking to "penetrate into China commercial business aggressively" and launch a "ferocious attack to gain more mind share and market share" in Asia-Pacific, while it only hopes for "stable growth" in West Europe and North America.

Cheap-PC globo mammoth Acer announced a loss of $128m in the second quarter as it struggles to deal with an inventory backlog and a shake-up in its ranks, and also said it would be "impossible" to break even for the full year. ®

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