Product
N-Series Notebooks, a collaboration between ASUS and the Intel Corporation. The series seems to be ASUS' playground for experimentation for different convergent ideas revolving around mobile multimedia.
Main features
An audio system engineered by ASUS SonicMaster Technology and co-developed with Bang & Olufsen ICEpower(R) to create room-filling sound. The integrated video system allows users to watch high-quality video, while users can create their own images with a built-in HD camera, which features low-level light performance.
Launch
Atlantic recording artist Jason Mraz has been involved with the launch (on 20th September) and has released a new song called “The world as I see it”. There is also a competition to find the most incredible story on earth. The promotional YouTube video uploaded 16th September has had 44,000 hits and the video on the “In Search of Incredible” site has had 41,000. The winner of the competition (one person from each country) will receive a new N-Series Notebook and their chance to turn their incredible story into a short film.
Audience
Audience
Despite the backing from Jason Mraz, it does not look explicitly targeted at a niche market such as teens or gamers. The ads in commuter press and in London underground stations don’t make it clear what the product is (they generate interest with the confusion element) but I suggest that Asus is targeting the multi-media enthusiast/affluent professional with money to spend on a top quality product. There are QR codes on the press ads that link to the “In Search of Incredible” website.
Competitor to the XPS 15Z?
Whilst the N-Series notebooks are competitors to the XPS 15Z, it is also responding to HPs Beats by Dre with its Bang and Olufsen audio system.
