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Asus eyes ZenFone Zoom and Max reintroductions at IFA 2015

The recently unveiled battery champion should go international in the fall, while the optical zoom-packing photography hero will be back in the spotlight after (too) many months of peace and quiet.


The brand dilution syndrome seems to be spreading in the Android landscape, with Asus apparently contaminated by Samsung or HTC. Just like the former went a little overboard with far too similar variations of its flagships in past years, and the latter inexplicably issued more One M9 editions than we can count in recent months, the ZenFone family is growing at an alarming pace.

The ZenFone Zoom and ZenFone 2 (in a couple of configurations) dropped at CES in January, followed by the aptly titled ZenFone Selfie in June, and ZenFone 2 Laser, 2 Deluxe, Max and Go earlier this month. Up next, Asus intends to take the IFA stage in Berlin as well to announce future plans as far as its mobile product roster is concerned.

But as we inferred from the company’s trade show video teaser, we won’t be seeing much of anything new next week. Instead, the ZenFone Zoom should at last get official pricing and availability details, while the Western hemisphere will be acquainted with the beastly ZenFone Max.


CEO Jerry Shen confirmed that to Digitimes, also revealing the PadFone series “is likely to be incorporated into the ZenFone Deluxe line.” Ergo, phone/tablet hybrids aren’t dead yet, and they’ll once again try to push their unconventional agenda in 2016.

Several spin-offs of current ZenFone models will join the market next year, as Asus tries to boost the estimated 21 million unit shipments of 2015 to around 40 mil. It’s needless to remind the Taiwanese OEM has all three of the world’s major mobile SoC suppliers in its corner (Intel, Qualcomm and MediaTek), and lesser known CPU providers like Spreadtrum or HiSilicon could also become partners soon.

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