ASUS ZenFone 3: The return of the smartphone disruptor



The ASUS ZenFone 3 series is finally out and they are not the same phones that you used to know. The early ZenFones were cheap and cheerful but the Taiwanese brand is now setting their sights on the top end of the segment.

When the first ZenFone arrived, we were amazed at how much phone you can get for less than RM1,000. That was before the mainland Chinese contenders such as Xiaomi and honor came into the picture. Knowing that they can’t fight on price alone, ASUS then turned their focus on better hardware by introducing the world’s first smartphone with 4GB of RAM on the ZenFone 2. They later continued to expand their portfolio with several variants. This included the ZenFone Selfie, ZenFone 2 Laser, ZenFone Max and their photography focused ZenFone Zoom.

The new ZenFones are no longer dressed in plastic and they are now powered by Qualcomm chips instead of Intel. There are 3 distinctive models – the base ZenFone 3, a higher-spec ZenFone 3 Deluxe and a massive ZenFone 3 Ultra phablet.


Alexander Wong