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New Mobile Handset Strategies Released by Garmin and ASUS

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New Mobile Handset Strategies Released by Garmin and ASUS
October 27, 2010
By Calvin Azuri, TMCnet Contributor

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Garmin Ltd., and ASUSTeK Computer, Inc., recently announced a strategic decision to change their current co-branded business model for location-centric mobile handsets. Going forward, these two companies will not introduce any new co-branded handset models, but will continue to sell and support models that have already been introduced to the market.


ASUS will continue to design and manufacture new models of ASUS-branded mobile phones. Some of these models will include preloaded Garmin (News - Alert) navigation and Location Based Service (LBS) applications. Garmin will focus on expanding its mobile handset application development and plans to offer navigation and other applications through certain consumer application stores.

From the time of the announcement of the Garmin-Asus strategic alliance, which took place in February 2009, the companies have developed and marketed six devices. These products can be purchased through carrier and retail channels in a large number of countries. Customer support continues to be of critical importance to Garmin and ASUS. Depending upon the region, Garmin-Asus smartphone customers will continue to receive product support, software updates and/or downloads from either Garmin or Asus.

On Oct. 28, and Nov. 3, more details about ASUS and Garmin’s future product roadmaps will be discussed during their independent third quarter earnings calls.

Garmin-Asus is a co-branded strategic alliance that enables Garmin Ltd. and ASUSTeK Computer Inc (News - Alert). to join their complementary resources and develop world-class LBS-centric mobile phones.


Calvin Azuri is a contributing editor for TMCnet. To read more of Calvin’s articles, please visit his columnist page.

Edited by Jaclyn Allard

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