A year has passed since Intel transferred the production of NUC mini-PCs to the Taiwanese company Asus. Now the latter spoke about the stabilization of the product line and readiness for innovation in NUC. Generative AI is opening up new possibilities for compact 4×4-inch devices, and partnerships with tech giants promise revolutionary solutions for retail and other sectors of the economy.
Image source: ASUS
In 2023, Asus absorbed Intel’s Next Unit of Compute (NUC) mini-PC business. The company initially planned to go beyond the standard four-inch case by developing unique form factors for enterprise customers. However, the implementation of these plans encountered difficulties: part of the NUC development team left the project, and some clients went to competitors.
Jackie Hsu, senior vice president of Asus, in an interview with The Register, described the first year of work on the NUC as a fundamental milestone and emphasized that the second year will be dedicated to innovation and growth, especially in the application of generative AI in customer-centric self-service kiosks, the basis which I often make up as a mini-PC.
To achieve these ambitious plans, Asus has partnered with Nvidia and Microsoft to integrate Copilot hardware accelerators and AI into the next generation of NUCs. When asked about the possibility of using Qualcomm Snapdragon Elite processors approved by Microsoft for flagship PCs with Copilot+, the company did not give a clear answer. However, KW Chao, the new general manager of the Asus NUC division, said that the company is open to cooperation with various partners.
Asus has reorganized its server divisions, merging two departments into one. The new structure is focused on three key segments: cloud service providers, large enterprise customers (including high-performance computing operators) and the manufacturing sector. This reorganization allows Asus’ commercial divisions to expand the use of NUC beyond traditional areas such as digital signage.
Asus’ experience in building supercomputers and cloud infrastructure positions the company as a serious competitor to giants like Lenovo in providing end-to-end solutions such as stacks of servers, storage systems and compact client devices. Xu noted that the NUC opens up new commercial sales opportunities for Asus, an unforeseen but positive result of the deal with Intel.
Despite the focus on the commercial sector, the company does not ignore the gaming segment of the market. One of Asus’s first NUCs was released under the Republic of Gamers (ROG) brand. Chao confirmed that a sequel to the line is on the way, demonstrating the company’s commitment to meeting the needs of various market segments.