网传又一个玩家离场，华硕为何搞不定手机？

Core Viewpoint - ASUS is reportedly planning to exit the smartphone market, with no new smartphone releases planned for 2026, although the mobile division's operations will continue for now [1][2]. Group 1: Historical Context and Market Position - ASUS entered the mobile phone market in 2002, initially focusing on ODM for European operators, but struggled to establish brand recognition [2]. - The company launched its first self-branded phone, the J101, in 2003, marking the beginning of its branding journey [2]. - In 2008, ASUS acquired Garmin's smartphone business to differentiate itself in the market, but this partnership ended unsuccessfully due to the rise of the iPhone [2][3]. Group 2: Product Development and Strategy - ASUS attempted to penetrate the smartphone market with the ZenFone series in 2014, targeting high cost-performance ratios, which gained popularity in emerging markets [3]. - The launch of the ROG gaming phone in 2017 established a dual strategy for ASUS, focusing on mainstream with ZenFone and high-end with ROG [3]. Group 3: Challenges and Decline - After 2018, the smartphone market became increasingly competitive, with Chinese brands like Huawei and Xiaomi dominating [7]. - ASUS faced challenges in both cost-effectiveness and innovation, leading to a slowdown in product iterations and market presence [7]. - The mobile division has been a financial burden, with revenue from mobile devices consistently below 10% of total revenue and ongoing losses [8][9]. Group 4: Future Outlook - ASUS has indicated that the mobile division will see minimal activity by 2025, with a focus shifting back to its core PC business [7]. - The company is expected to concentrate on its main business areas, including AI, cloud computing, and smart ecosystems, while potentially exiting the smartphone market [10]. - ASUS's market share in the global PC market remains low, with the company ranking fifth behind Lenovo, HP, Dell, and Apple [11].