Case | HBS Case Collection | September 2013

PadFone vs. FonePad

by Willy Shih and Sen Chai


To Jonney Shih, Chairman of ASUSTek Computer, the introduction of Apple's iPad made clear the need to transition his company to a new cloud-computing era. But the company's roots in the manufacture of Windows-powered desktop and notebook PCs bounded the creativity of his design and engineering teams. The case examines the ASUS's efforts to get into the smartphone business, leveraging experimentation it has done in tablets and a range of hybrid devices. Will its experimentation and recombination of features lead it to market success, or simply confuse consumers?

Keywords: Mobile phones; smartphone; tablet computer; Android; recombination; design thinking; Innovation and Invention; Innovation and Management; Innovation Strategy; Technological Innovation; Growth and Development Strategy; Strategy; Adaptation; Business Strategy; Commercialization; Competitive Strategy; Technology; Internet; Information Technology Industry; Computer Industry; Communications Industry; Technology Industry; Asia; Taiwan; Europe; United States;


Shih, Willy, and Sen Chai. "PadFone vs. FonePad." Harvard Business School Case 614-023, September 2013.