Bangladesh is the next big market for computing growth

Rex Lee, Corporate Vice President and General Manager of APAC commercial at ASUS, has been with the company since 2007, leading its global computing strategy and market expansion across Asia and Europe. Over his nearly two decades at ASUS, he has overseen major innovations in AI-driven PCs, sustainability initiatives, and regional growth. In an interview with The Daily Star, Lee outlines how the Taiwanese technology giant is positioning itself for the next decade, both globally and in Bangladesh.

The Daily Star (TDS): How does Bangladesh fit within Asus's global vision for the future of computing roadmap?

Rex Lee (RL): Our global vision centres around creating technology that empowers every individual to achieve more. We see computing evolving beyond traditional devices into intelligent companions that can think, learn and adapt. AI is at the heart of this evolution, and Asus is investing heavily in AI-driven PCs and next-generation form factors that redefine productivity.

Bangladesh is an exciting part of that journey. With a population of more than 180 million and a young, tech-savvy demographic, it is a country ready for digital transformation. What we are doing here today is laying the foundation for the future. The market might not be huge yet, but it is growing fast, and we want to be part of that growth from the beginning.

TDS: What unique factors make Bangladesh one of the key emerging markets for Asus investment and strategic focus?

RL: For Bangladesh, population is a major factor. It is similar to what we saw in India 10 years ago. Back then, India's PC market was around 3 million units. Today it is over 7 million. As economies grow, productivity tools such as PCs and laptops become essential. Bangladesh is following that same trajectory. Another important factor is consumer awareness. Through our research, we discovered that even in commercial markets, end-user brand perception matters. People search for ASUS not just as a product but as a brand they want to trust. That's why our marketing strategy here involves strong engagement with content creators and young professionals. Awareness drives demand, even for business-grade technology.

TDS: How do you view the growth of digital infrastructure, IT spending and technology adoption in Bangladesh?

RL: Over the last decade, smartphones changed the way people interact with technology. Initially, they disrupted PC sales because basic digital tasks moved to mobile. But now we are seeing a shift again. As users mature, they need devices with higher productivity potential, particularly for education, creative work and small business management. That is where PCs and AI-powered laptops come in. I think Bangladesh is entering a new stage where digital adoption is not just about connectivity, but capability. The appetite for better devices, more reliable systems, and professional tools is growing.

TDS: What are Asus's expectations from this market over the next 3 to 5 years in both consumer and commercial segments?

RL: Our goal is simple: to be the number one PC brand in the world and a top player in every major market, including Bangladesh. Over the next three years, we expect consistent double-digit growth here. The consumer segment will continue to drive volume, but the commercial side like education, enterprise and government – will add stability. We are building our presence through strategic investments. For example, the last launch event we organised represented one of our biggest marketing investments in South Asia relative to revenue. We are looking long term, not for short-term returns. Once the market expands, our early presence will help us grow with it.

TDS: What opportunities does Asus see in sectors like government, banking, education, and SMBs in Bangladesh?

RL: We see great potential in all of them, though timing is important. The recent political transition means many government projects are temporarily on hold. We expect things to stabilise by late 2026. Once policies are clearer, we anticipate growth in digital classrooms, smart banking, and e-governance. For now, we're focusing on building awareness and strengthening our enterprise ecosystem – ensuring that when these sectors expand again, Asus is ready to deliver solutions.

TDS: How is Asus preparing its local channel, service ecosystem, and technology roadmap to support enterprise-level requirements?

RL: In Bangladesh, our team is entirely local, supported by our regional headquarters in Singapore. This gives us agility and local insight. However, we do face some regulatory challenges, such as visa limits and restrictions on establishing large foreign offices.

Despite these, we are building strong partnerships with distributors, resellers, and service centres. We've learned that reliability and after-sales support are crucial. Our roadmap includes more service points, better training, and a smooth customer experience for both consumers and enterprises.

TDS: Sustainability and ESG (Environmental, Social, and Governance) are becoming global priorities. How is Asus integrating sustainability into product design and corporate operations?

RL: Asus is committed to sustainability by embedding ESG principles across its product design and corporate operations. The company aims to achieve 100% renewable energy usage in its office buildings by 2030 and extend its net-zero emissions commitments across global branches. In terms of the supply chain, we are targeting 2050. We also integrate recycled materials and energy-efficient designs into our products, focusing on minimizing environmental impact across packaging and transportation.

TDS: Looking ahead, what message would you like to share with Bangladesh's business leaders, IT decision-makers, and the next generation of entrepreneurs?

RL: Asus envisions Bangladesh as a strategic emerging market with vast growth potential, driven by its large population and increasing digital adoption. We encourage business leaders and IT decision-makers to embrace innovation and invest in future-ready technologies to enhance productivity and competitiveness. For the next generation of entrepreneurs, Asus emphasises adaptability and the importance of leveraging data-driven insights and AI for smarter decision-making. The message is one of optimism and collaboration, to work together for sustainable growth, digital transformation, and the creation of new opportunities in today's evolving economic and technological landscape.