Over the weekend, word started spreading that ASUS was in the process of downscaling its operations in Taiwan and Mainland China amidst a massive restructuring of the company. According to the report from TechNews Taiwan, the Zenfone department was an unfortunate casualty of the restructuring.
Source: ASUS.com
However, that doesn’t seem to be the case as ASUS has officially commented on the issue and denied it flat out. In fact, it would be fair to say the official statement rubbished the claims. The company reiterated its commitment to the phone business. It highlighted the recent Q2 earnings call as proof thereof. The recent earnings call showed a marked growth in their revenue from the mobile phone segment; growing from under 1% to around 2% in the past quarter. While it’s still a minute segment of their overall revenue, ASUS sees it as enough of a justification to continue. ASUS even teases its upcoming 2024 product lineup.
Source: ASUS Press Room
The statement, issued through the company’s official press room, is pretty clear and direct with the company’s direction when it comes to mobile phones. “We will continue our two main phone business product lines, the ROG Phone and the Zenfone.”. It’s pretty clear that ASUS will continue to push their ROG Phone and Zenfone lineups moving forward.
However, as mentioned in our previous article, Malaysia hasn’t seen a Zenfone launch since the Zenfone 5 series. On the other hand, the Zenfone 10 is poised for release in countries like the United States of America in the coming weeks. It’ll be a welcomed addition to have the Zenfone series be announced for the Malaysian market once again.
The ASUS Zenfone series of smartphones hasn’t really been a mainstay in the tech market. In fact, Malaysia hasn’t seen a Zenfone release since the Zenfone 5. However, the series has been making waves in recent years thanks to ASUS’s dedication to making it a rather compact flagship. That said, it looks like ASUS might be ending the Zenfone altogether.
According to a report from Technews.tw, the company has already inched closer to ending the Zenfone lineup with some internal restructuring. The internal restructuring has resulted in layoffs in the mobile phone department effectively shutting down the Zenfone division. The same report indicates that the mobile phone department is split into two divisions – ROG Phone and Zenfone. It seems like the ROG Phone lineup should stay its course for now. However, if reports of the shutdown of the department shutdown and layoffs are true, the recent Zenfone 10 from ASUS could mark the last Zenfone flagship ever.
In its heyday, the Zenfone series had more than just its numbered entries. ASUS had the Zenfone GO as an affordable option as well as the Zenfone Max and Zenfone Live for those who wanted the larger screen and live streaming respectively. The numbered Zenfone series rounded out the series with higher-end, flagship-class specifications. It was also one of the most experimental series with ASUS introducing features like the flip camera in the Zenfone Flip.
Source: ASUS Global
The Zenfone series seems to be a casualty of the ongoing restructuring at ASUS which was first reported sometime in June. While we are optimistic the company will come out better on the other end of it, it’s hard to say whether the Zenfone series will be the last casualty.
With Google announcing the stable release of the latest version of their mobile operating system, Android 12, manufacturers have started announcing their own plans for the update to roll out to their stable of devices. The latest one to do so is ASUS.
ASUS has previously proven that they will be providing two years of updates for their phones. That roughly equates to two major updates. They have also provided security patches for about three years. That said, ASUS will continue to use this policy for their devices moving forward.
Source: ASUS
With the rollout of Android 12, it looks like the Zenfone 6 has reached the end of its life; so there will be no update for the smartphone. According to their official press note, the phones receiving the update are the Zenfone 7, Zenfone 7 Pro, ROG Phone 3, ROG Phone 3 Strix Edition, Zenfone 8, Zenfone 8 Flip, ROG Phone 5, ROG Phone Ultimate, ROG Phone 5s, and ROG Phone 5s Pro. That’s pretty much their latest lineup of devices since 2019.
According to their announcement, the ASUS Zenfone 8 and 8 Flip will be the first of their devices to get the update. It is scheduled to get the update starting in December 2021. The ROG Phone 5 and 5s are slated for Q1 2022. The ROG Phone 3, ROG Phone 3 Strix Edition, Zenfone 7 and 7 Pro are set to have the update in the first half of 2022.
Source: ASUS
ASUS didn’t detail much when it came to features that will be coming with the Android 12 update. However, they did mention that “this update inherits the major functional changes introduced in the official version of Android 12, as well as continuing the popular ASUS battery- and performance-management features.”.
It’s been quite a while since Malaysia saw a Zenfone. The last Zenfone officially launched in Malaysia was the Zenfone 5 – which, to be honest, was a stellar device. However, since then, ASUS hasn’t brought any of their smartphones – aside from the ROG Phone – to Malaysia. This year, it seems like ASUS will be kicking into gear bringing in not one but both of their Zenfone 8 offerings to Malaysia.
The Zenfone 8 series launched internationally earlier this month. The series brings two new Zenfones into ASUS’s portfolio – the Zenfone 8 and the Zenfone 8 Flip. The Zenfone 8 marks a new approach for ASUS when it comes to smartphones. The company is committing to creating smaller, palmable devices with killer specifications. Of course, to do this, they leave behind some of the defining features of the Zenfone including the flipping camera. That’s where the Zenfone 8 Flip comes in. With a larger body, it brings along the now signature flip camera of the Zenfone series.
Palmable Performance with the Zenfone 8
The Zenfone 8 still carries the honour of being the ASUS flagship. ASUS is packing a top of the line Qualcomm Snapdragon 888 processor into the smartphone with the Adreno 660 GPU. IT’s coming with up to 16GB of RAM and up to 256GB of internal storage. The Zenfone 8 also packs a 5.9-inch, Samsung AMOLED display with Full HD+ resolution and a 120HZ refresh rate.
Of course, being equipped with a flagship processor, it comes with support for WiFi 6 connectivity and Tri-band WiFi support on 2.4GHz, 5GHz and 6GHz. It also supports Bluetooth 5.2 and Qualcomm’s aptX, aptX HD, aptX Adaptive and NFC. It is also 5G ready.
On the camera front, the smartphone comes with a 64-megapixel Sony IMX686 sensor with 1/1.7-inch sensor size and 0.8μm pixel size equipped with Quad Bayer technology. The sensor has an f/1.8 aperture, with a 78.3° field of view and a 26.6mm focal length. This sensor is complemented by a Sony IMX363 12-megapixel ultra-wide, dual pixel sensor. It comes with 1/2.55-inch sensor size and 1.4 μm pixel size and f/2.2 aperture. This sensor supports dual phase detection autofocus and has real-time distortion correction. It also supports 4cm macro shots. On the front is a Sony IMX663 12-megapixel sensor with a 1/2.93-inch sensor with 1.22μm pixel size and 76.5° field of view. It supports Dual Phase Detection autofocus.
The smartphone also comes with an under-display fingerprint sensor. It runs on Android 11 with ZenUI 8. All of this runs on the Zenfone 8’s 4,000 mAh battery which is charged via a USB-C port. The hallmark is that all of these specifications and features are housed within a compact body measuring only 148mm x 68.5mm x8.9mm.
Zenfone 8 Flip – Flipping Bigger than its Flagship
The Zenfone 8 Flip shares most of the same specifications as its flagship brother. However, it comes with a larger 6.67-inch FHD+, AMOLED display with a 90Hz refresh rate. It comes with only 8GB of RAM and only 256GB of internal storage. It’s also powered by a larger 5,000mAh battery.
The biggest difference comes in the form of the flipping camera. ASUS has imbued the Flip with a triple camera setup which functions as both the main and selfie cameras. The setup comes with the same sensors as the back camera on the Zenfone 8 but is further complemented by an 8-megapixel telephoto sensor with 3x optical zoom and 12x hybrid zoom.
Pricing & Availability
The Zenfone 8 will be available starting from 28th May 2021 at all authorized dealers and ASUS Digital Stores. It will come in two configurations; one with 8GB RAM and 128GB onboard memory which retails for MYR2,699 and a 16GB RAM with 256GB onboard memory retailing for MYR3,299. The latter will be available exclusively on Shopee. It comes in Obsidian Black or Horizon Silver.
The Zenfone 8 Flip will retail for MYR2,999 for the 8GB and 256GB version in Malaysia. It will be available in Galactic Black and Glacier Silver.
Purchases made on ASUS’s Shopee Mall front will be entitled to early bird promos from 28 May to 11 June 2021. Purchases made within this period will be entitled to a SolidSuit Case. ASUS is also offering a trade-in deal where customers are able to trade in their old Zenfones for an MYR200 rebate on the Zenfone 8 series. However, this trade-in offer is only available at physical retail stores from 28 May until 25 June 2021.
