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TMCNet:  Premium smartphones, for less [New Straits Time (Malaysia)]

[April 21, 2014]

Premium smartphones, for less [New Straits Time (Malaysia)]

(New Straits Time (Malaysia) Via Acquire Media NewsEdge) TAIWANESE tech giant launches ZenFone series and Asus ZenUI user interface, writes Izwan Ismail.

The latest range of premium ZenFone smartphones by Taiwanese tech giant Asus, is affordably priced in Southeast Asia.

The Android-based ZenFone 4, ZenFone 5 and Zen Fone 6 are priced RM299, RM599, and RM899 respectively here.

"Good, powerful smartphones need not always be at a premium price, and the best technology is one that is used by the masses," said Asus chairman Jonney Shih at the launch in Jakarta recently.

Despite the affordability, he stressed that quality and performance have not been compromised in the new models.

SMART FUNCTIONS All three smartphones feature the latest smart technologies in camera, user interface and design, and grouped under Asus' advanced user interface design called Asus ZenUI. This is a mobile user interface with over 1,000 enhancements, to make the devices more seamless and fun to use.


Asus ZenUI contains modern flat icons, vivid colour themes, animation, new ringtones and notification sounds as well as a clean layout to present information clearly.

It includes two features - What's Next and Do It Later. Located on the home screen, What's Next highlights reminders, notifications and appointments according to chronological order. If you can't attend to important activities such as calls, messages and even to- do tasks, there's a Do It later interface which reminds you on outstanding items in a specially designed card interface like Google Now.

Another premier Asus ZenUI feature is PixelMaster, a camera technology that is an essential part of the ZenFone experience. The feature improves camera performance to capture great looking photos and videos in any lighting condition.

Two additional PixelMaster features, Low-light Mode and Time Rewind, are also available on ZenFone 5 and ZenFone 6. The Low- light Mode is said to significantly increase the camera performance in poorly lit scenes.

By merging adjacent pixels, the camera increases light sensitivity by up to 400 per cent and contrast up to 200 per cent, resulting in clear and bright low-light shots without the need for a flash.

Electronic Image Stabilizer (EIS) has also been added to improve low-light performance, resulting in sharper, non-blurry photos. The Low-light mode is also available when shooting video.

SELFIE IS KING Aware that consumers love selfies, Asus has included a dedicated Selfie Mode feature in the phones.

It enables users to use the high resolution main camera on the back of the phone, instead of the lower resolution front-facing camera, to take an individual selfie, or with a group of friends.

The camera automatically detects when the selected number of people is in the frame and begins a countdown before taking three photos. The user can select the best-looking photo to save and share online.

Another feature Depth of Field Mode lets the user capture engaging photographs with sharp, isolated subjects set against rich, softly blurred backgrounds.

All ZenFone models feature Corning Gorilla Glass 3 screens for scratch resistance and durability. High-performance and power- efficient Intel Atom processors ensure the best mobile experiences for users.

Available in several exciting colours, ZenFone 4, ZenFone 5 and ZenFone 6 are expected to be here by the end of the month.

(c) 2014 ProQuest Information and Learning Company; All Rights Reserved.

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