Case | HBS Case Collection | 2013 (Revised from original 2012 version)

ASUSTeK and the Google Nexus 7 Tablet

by Willy C. Shih and Jyun-Cheng Wang
 

Abstract

Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung posed a large competitive threat. He also knew he would sell more of the Android-powered tablets at the lower price, but how would he make money? The case explores the challenges of innovating in the Android value network in which firms specialized in only one part of the value chain, yet collectively they had to compete with a more vertically integrated Apple and its iPad. The case is intended to be part of a discussion on modularity and industry structure.

Keywords: Nexus; google; ASUSTeK; Android; Tablet; Kindle; Kindle Fire; notebook computers; ODM; Apple; price point; App Store; ecosystem; Open Handset Alliance; reference design; iPad; EMS; electronic manufacturing services; smartphone; Innovation and Management; Innovation Strategy; Technological Innovation; Product Marketing; Product Launch; Product Positioning; Industry Structures; Product Design; Product Development; Business Strategy; Competitive Strategy; Mobile Technology; Technology Platform; Information Technology; Online Technology; Computer Industry; Information Technology Industry; Technology Industry; Taiwan; United States;

Language: English Format: Print 13 pages

Citation:

Shih, Willy C., and Jyun-Cheng Wang. "ASUSTeK and the Google Nexus 7 Tablet." Harvard Business School Case 613-056, May 2013. (Revised from original November 2012 version.)

Related Work

  1. Teaching Note | HBS Case Collection | 2013

    ASUSTeK and the Google Nexus 7 Tablet (TN)

    Willy Shih

    Citation:

    Shih, Willy. "ASUSTeK and the Google Nexus 7 Tablet (TN)." Harvard Business School Teaching Note 613-057, January 2013.
    CiteView Details Related

  2. Teaching Plan | HBS Case Collection | 2013

    ASUSTeK and the Google Nexus 7 Tablet (TP)

    Willy Shih

    Citation:

    Shih, Willy. "ASUSTeK and the Google Nexus 7 Tablet (TP)." Harvard Business School Teaching Plan 613-075, January 2013.
    CiteView Details Related

  3. Case | HBS Case Collection | 2013 (Revised from original 2012 version)

    ASUSTeK and the Google Nexus 7 Tablet

    Willy C. Shih and Jyun-Cheng Wang

    Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung posed a large competitive threat. He also knew he would sell more of the Android-powered tablets at the lower price, but how would he make money? The case explores the challenges of innovating in the Android value network in which firms specialized in only one part of the value chain, yet collectively they had to compete with a more vertically integrated Apple and its iPad. The case is intended to be part of a discussion on modularity and industry structure.

    Keywords: Nexus; google; ASUSTeK; Android; Tablet; Kindle; Kindle Fire; notebook computers; ODM; Apple; price point; App Store; ecosystem; Open Handset Alliance; reference design; iPad; EMS; electronic manufacturing services; smartphone; Innovation and Management; Innovation Strategy; Technological Innovation; Product Marketing; Product Launch; Product Positioning; Industry Structures; Product Design; Product Development; Business Strategy; Competitive Strategy; Mobile Technology; Technology Platform; Information Technology; Online Technology; Computer Industry; Information Technology Industry; Technology Industry; Taiwan; United States;

    Citation:

    Shih, Willy C., and Jyun-Cheng Wang. "ASUSTeK and the Google Nexus 7 Tablet." Harvard Business School Case 613-056, May 2013. (Revised from original November 2012 version.)
    CiteView Details Related

About the Author

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Willy C. Shih
Robert and Jane Cizik Professor of Management Practice in Business Administration
Technology and Operations Management

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