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Asus launches Zenfone 3: Asus to Focus on Premium Smartphone


Asus has launched its new Zenfone 3 lineup in India consisting of six smartphones. This includes the two variants of the standard Zenfone 3, and the Deluxe, as well as single variants of the Zenfone 3 Laser and the Zenfone 3 Ultra. Further, the company also unveiled the ZenBook 3 laptop and the Transformer 3 2-in-1 in India. The standard Zenfone 3, and the Laser is available for purchase, while the Deluxe and Ultra variants will be available from next month. The ZenBook 3 and Transformer 3 Pro will be launched in Q4 this year.

The standard Asus ZenFone 3 is available in two variants. The variant with 5.2-inch FHD display, 3GB RAM, and 32Gb of storage is priced at Rs. 21,999. The other sports a 5.5-inch FHD display, 4GB RAM and 64GB of storage is priced at Rs. 27,999. Both devices are powered by a Qualcomm Snapdragon 625 SoC and offer a 16MP primary camera with PixelMaster 3.0 and TriTech autofocus. The TriTech technology automatically selects between laser autofocus, PDAF, and continuous autofocus  for faster focusing speeds. It also comes with an 8MP primary camera and runs ZenUI 3.0 based on Android Marshmallow v6.0.

While talking about the new range, Shen kept comparing the new ZenFone 3 Deluxe with the iPhone 6s Plus in terms of design. "The biggest highlight of the ZenFone 3 Deluxe in terms of design is its invisible antennas at the back which adds to the all metal build of the handset," he added, a clear reference to the antenna lines on the iPhone 6s and iPhone 6s Plus.

He also confirmed that the India will be among the first markets where the Snapdragon 821-powered ZenFone 3 Deluxe variant will be available.

Talking about the Asus ZenFone 3 Ultra, Shen claimed that the handset will be targeted at the audience who love bigger screen size for media consumption. "We believe that the dual speakers on the ZenFone 3 Ultra can easily compare to the speakers that currently ship with some notebooks," he said. With a screen size of 6.8-inches, the new ZenFone 3 Ultra is even bigger than the Xiaomi Mi Max, which came with a 6.44-inch screen.

The company also addressed fears that the 3.5mm audio port might be on the way out for Asus' phones, since the entire Zenfore 3 line has made the switch to USB Type-C. One of the product heads for Asus said this could happen in future producs, but it's not on the cards for now.

"Currently, most of earphone manufacturers and smartphone makers are sticking to 3.5mm audio jack. We will also stick to the standard 3.5mm audio jack for some time until we see the adoption of the new tech in more phones," he said. "This will be best for the end user because we think a lot of people use their phones everywhere no matter outdoor or indoor or any time bound. Not many of them will prefer moving around with a separate set of earphones that is designed just for one device. In 2016, we think using the 3.5mm standard is the best choice."

Chang updated us about the after-sales service of Asus and claimed that the company will add more authorised customer care support centres in India soon. "We continue to expand our after-sales services. Right now we have 150 service centres and we will add more soon," he said. "In terms of spare parts, we earlier had just one warehouse in India but now that number has gone up to three."

Asus ZenFone 3 Deluxe (ZS570KL) Asus ZenFone 3 Deluxe (ZS570KL)

  • Display
  • 5.70-inch
  • Processor
  •  quad-core
  • Front Camera
  •  8-megapixel
  • Resolution
  •  1080x1920 pixels
  • RAM
  •  6GB
  • OS
  •  Android
  • Storage
  • 64GB
  • Rear Camera
  • 23-megapixel
  • Battery capacity
  • 3000mAh
Asus ZenFone 3 Ultra (ZU680KL) Asus ZenFone 3 Ultra (ZU680KL)

  • Display
  • 6.80-inch
  • Processor
  •  octa-core
  • Front Camera
  •  8-megapixel
  • Resolution
  •  1080x1920 pixels
  • RAM
  •  4GB
  • OS
  •  Android
  • Storage
  • 64GB
  • Rear Camera
  • 23-megapixel
  • Battery capacity
  • 4600mAh
Asus ZenFone 3 (ZE520KL) Asus ZenFone 3 (ZE520KL)

  • Display
  • 5.20-inch
  • Processor
  • 2GHz
  • Front Camera
  •  8-megapixel
  • Resolution
  •  1080x1920 pixels
  • RAM
  •  3GB
  • OS
  •  Android 6.0
  • Storage
  • 32GB
  • Rear Camera
  • 16-megapixel
  • Battery capacity
  • 2650mAh