ASUS’ Transformer Book Trio seen as “step forward” by journalists, but how do they see it being used?

ASUS’ Transformer Book Trio seen as “step forward” by journalists, but how do they see it being used?

Editorial coverage can help brands communicate concrete usage scenarios to potential owners.

Announced at Computex at the start of June, the Transformer Book Trio is a 3-in-1 tablet, notebook and desktop PC. It features a self-contained Android tablet which becomes a Windows 8 notebook when docked to the PC Station – a keyboard with its own processor. The PC Station can also be connected to an external monitor to become a Windows 8 desktop, allowing the Android tablet to be used separately.
 
Professional reviewers all agree that the Trio is “innovative”, but we analysed these reviews in more detail to understand exactly how they see it being used by consumers. At Computex, chairman Jonney Shih highlighted the double device scenario saying you can use the Android tablet to look things up or “give it to your kids to go play”, whilst using the PC Station separately. However, our analysis shows that this double device scenario is mentioned by only 10% of editorial coverage. Instead, 30% see as being useful for seamless mobility for people on-the-go. That leaves a further 60% of coverage which focuses on specs only, without mentioning how consumers can concretely benefit from the device.
 
Professional reviews focus on the Trio being used by people on-the-go:
  • Seamless mobility on-the-go: 30% of journalists see it being used for its portability, with the added bonus of a powerful Windows PC when needed. Their praise is directed towards the ease of switching from one operating system to the other "at the press of a button". They are also "impressed" that you can "pick up where you left off" as everything syncs automatically when switching OS. Their only caveat is the "cumbersome" weight of the tablet and keyboard, making them difficult to carry around together
  • The majority of articles mention no use case: 60% of editorial coverage doesn't suggest how the device would be used, despite praising its specs and features. As it won't launch until Q3, this points to an opportunity for ASUS to build up a range of usage scenarios in future marketing and editorial coverage about the Trio

 

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