October 30, 2025 | 1:51pm
MANILA, Philippines — Asus Philippines has officially launched Asus Business, its new a commercial division catering to small and medium businesses (SMBs), as well as startups, entrepreneurs and professionals.
The well-attended grand launch, held on October 1 at the Shangri-La at the Fort in BGC, Taguig City, was highlighted by a series of demanding durability tests on the new Asus Expert Series laptops.
To demonstrate their resilience for modern businesses, the devices were subjected to and successfully withstood rigorous stress conditions, including liquid spills, high pressure, and repeated physical impacts, validating their suitability for the modern workplace.
“Since 2020, Asus ‘Business’ had a vision to create a series built for businesses. We released the Expert Series to help businesses to upgrade to the ‘Incredible,’” Francis Avila, head of Asus PH Commercial Business Unit, expressed in his welcome remarks.
Francis Avila, head of Asus PH Commercial Business Unit
“[We have] our ExpertCenter desktop, the secure and reliable and business-ready desktops, the Expert Center AIO [All-in-One] PCs, which have modern comprehensive connectivity and security features in an easy-to-manage design. And lastly, the ExpertBook, best in class business laptops that are scalable to fit your business needs,” he proudly shared.
In an exclusive interview, Rex Lee, Asus corporate vice president and general manager of the APAC Commercial Business Unit, confirmed the company is making a significant investment in the Asia-Pacific commercial market.
Rex Lee, Asus corporate vice president and general manager of the APAC Commercial Business Unit
A series of grand launches was also held in APAC markets including Vietnam, Thailand and India.
“We found (out) that all the new products coming out this year had a huge jump on the product innovation and product design,” Lee noted adding, “This shows our ambition and determination to grow the business in the APAC region.”
Built to last
At the launch, Avila proudly presented the latest products under the Expert Series P lineup, namely the ExpertBook P1, ExpertBook P3 (or PM3), and ExpertBook P5, which were also showcased at the Experience Area.
Here, attendees applied the rigorous stress tests first hand, which included, among others:
- Hinge durability – The structural integrity of the hinges was demonstrated by supporting the laptop’s full weight at the edge of the screen. The hinges are rated to endure 50,000 open-and-close cycles.
- Pressure resistance – This stimulated the stress of being crushed in overhead storage, the laptops withstood a maximum compression force of 120kg, demonstrated by attendees standing directly on the chassis and screen.
- Panel pressure test – In a similar test, the panel display can also withstand pressure as demonstrated by slamming the screen with a ballpen.
- Keyboard durability – The keyboards proved to be spill- and splash-resistant from up to 450ml of water, and are certified for a lifespan of up to 10,000,000 keystrokes.
- I/O Port strength – The reinforced I/O ports supported an 8kg kettlebell suspended from an inserted LAN cable, confirming their physical robustness. It can withstand up to 9kg.
According to Avila, Asus applied 24 US military-grade tests in the development of the laptops. Some of these include drop test, temperature and humidity test, sand and dust test, altitude test, and solar radiation test.
Powered by AI
The Asus Expert Series also promises productivity powered by Artificial Intelligence.
“We want to really leverage on AI to empower the normal customer, micro-entrepreneurs, SMB customers and private companies. That’s why in this series, the PM3 and the P5, are two of the first Copilot+ PCs launched in the market,” Avila told Philstar.com.
The Copilot+ PC is a productivity tool providing Windows versatility, AI acceleration and enterprise-level security.
The laptops also come with the Asus AI ExpertMeet, an on-device AI software that features:
- AI Meeting Minutes – Identifies speakers and easily sorts and summarizes key points
- AI Translated Subtitles – Translates languages on-the-fly, for seamless participation in global calls
- AI Noise Cancellation – Reduces background noise and enhances speaker’s voice through a massive deep-learning database
- AI Camera – Gives the best video-call experience and ensures a user looks his best in virtual meetings
- Webcam Watermark – Personalizes video calls with business cards, customized information and screen watermark
All these can be accessed an utilized without the need for internet, making it even more secure when handling confidential contents. For Lee, the Aus AI ExpertMeet is not just considered a tool but a manager that could help increase productivity.
Worry-free business
For Avila, the “worry-free” concept is central to the Asus Business value proposition, signifying an end-to-end support system for the entire device lifecycle.
This commitment is demonstrated through the comprehensive Asus Business Support package that includes on-site repairs, dedicated technical assistance and 24/7 customer support.
It also comes with a three-year on-site service with one-year accidental damage protection and international warranty over 80 countries.
Addressing modern cybersecurity threats, the Expert Series is fortified with multiple layers of security.
The platform integrates hardware-level protections such as a commercial-grade BIOS and biometric authentication, operates on Microsoft’s Secured-core framework, and includes a one-year McAfee Premium subscription for added data protection.
Finally, Asus also takes care of responsible and proper disposal of its devices so they don’t just end of in landfills.
“We are welcoming a new era of worry-free business from performance to productivity, to connectivity, security, expandability, durability and support,” Avila concluded.
For more information, visit https://www.asus.com/business. To purchase, go to https://www.asus.com/ph/asus_website_information/asus-authorized-commercial-partners or the official Shopee store: https://shopee.ph/asusexpertshop. — PHOTOS BY ENRICO ALONZO
Editor’s Note: This #BrandSpace story is created with ASUS Philippines. It is produced by the Advertising Content Team that is independent from our Editorial Newsroom.