Already a major force in the mobile PC market, Asus said it expects to ship 16 million notebooks and netbooks combined in 2010. That would be four million more than it shipped in 2009, but there's plenty of room for growth, suggests company president and CEO Jerry Shen, who predicts that global notebook shipments will balloon from 140 million units in 2009 to 180-190 million units in 2010.
The lofty goal is part of Asus' bigger objective, which is to position itself firmly as one of the world's top-three notebook vendors by 2011. Towards that end, Asus has already shifted roughly 30 percent of its popular Eee PC netbooks to Windows 7, which Shen says will be the primary driving force for notebook growth.
While the Eee PC line is Asus' bread and butter, the company also expects its ultra-thin lineup to grow in popularity and account for 20 to 30 percent of all its notebook shipments in the first half of 2010.
Shen also talked about his company's plans for the fast-growing e-reader market. According to Shen, Asus will soon launch its 9-inch grayscale e-book reader, although at first the focus will be on cooperating with a Taiwan-based charity organization. A consumer version is expected to follow suit perhaps as early as the first quarter of 2010 and be built around the same 9-inch grayscale panel.
And what about 3D notebooks and dual-booting Android netbooks? These are both areas Shen said Asus is taking a conservative approach.