Asustek's motherboard business has been on the rise recently due to the growing vendor share in the high-end motherboard segment based on Intel processors. As DigiTimes reports with reference to industry sources, ASUS controls more than 60% in this category and confidently increases the gap from the second largest player Gigabyte Technology.

According to the publication, at present Asustek is the largest supplier of motherboards in China, Europe and the USA. Also noted in the segment of motherboards based on the set of logic Intel X299, the vendor accounted for 70%. The same indicator of the presence of ASUS and in the segment of solutions compatible with AMD Ryzen family processors.

As for Gigabyte, the competitiveness of this Taiwanese manufacturer in 2016 decreased due to the rise in price of components, currency fluctuations and falling demand for motherboards in China.

Recently, Gigabyte began restructuring its business in order to integrate its resources, activities and product range. Since the reforms can take about a year, sources believe that Gigabyte will not be able to improve its performance, which means that ASUS will continue to dominate the market at least until early 2018.

Observers pay attention to changes in Asustek's strategy over the last two years.

Instead of getting involved in a price war, the company focused on improving its brand image and improving product quality to stimulate demand.

According to the source, in the fourth quarter of 2017, the shipments of branded ASUS motherboards can reach 5 million units. This will be facilitated by the planned for October release of new processors Intel Coffee Lake for desktops, as well as seasonal demand growth in the electronics market at the end of the year.