ASUS and Intel joined hands to conduct a special event called Performance Day in Dubai, at the Mandarin Oriental Hotel on July 1, 2022. The event was hosted to showcase some of the latest trends in the market and what ASUS and Intel are doing to meet customer demand and expectations in 2022 and beyond.

At the event, it was announced that ASUS holds the number 1 market share in the East EMEA region for consumer notebooks, quoting figures from GFK’s retail market data recorded between December 2021 to April 2022. The company also announced that it was the number 1 OLED laptop brand worldwide, and the number 1 creator laptop brand, according to GFK’s and NPD’s combined retail data for the period between Q4 2021 to Q1 2022.

In terms of gaming, ASUS again came on the top. It holds the number 1 market share in the East EMEA region for gaming devices, and it has had a YoY growth of 40% in 2021. One of the most important things presented at the event was how people buy technology today, especially laptops. According to a market study conducted by KANTAR in 2019, with over 11000 users in ten different countries, end-users desired thin and light laptops.

In terms of the criteria used by people when choosing to buy a new laptop, the market study concluded that performance was the most important factor. In addition, battery life was also important – it came in the second spot of the most important feature of a new laptop. What’s more, laptop users also wanted high-quality displays and top-notch build quality.

Gaming is a High Growth Segment
At the event, Ali R. Kucuk, the Regional Director for the Middle East, Turkey, and Africa, at Intel, spoke about the company’s 12th Gen Intel Core H-Series of processors. According to Kucuk, there are around 2.9 billion gamers worldwide and 300 million creators. The gaming industry is worth $240 billion (total addressable market), and it garners a year-on-year total addressable market growth.

The 12th Gen Intel Core Mobile Processor family is divided into three segments. The U-Series of processors are meant for modern thin and light laptops with a power consumption of either 15W or 9W. Then, we have the P-Series of processors, which is meant for performance-based thin and light laptops with a power consumption of 28W. And then, we have the H-Series of processors, which is meant for enthusiasts, with a power consumption of 45W.

According to Intel, these 12th Gen Intel Core H-series Processors, are the fastest mobile processors around offering up to 40% faster performance in a hybrid design. These processors also offer low-latency Wi-Fi 6E connectivity, and blazingly fast video editing, 3D modeling, and rendering for content creators of today.

Check out the SKU Stack of the 12th Gen Intel Core H-Series Processors below:

Intel also claims that its 12th Gen Intel Core i7 H-Series (i7-12700H) is more powerful than its 11th Gen Intel Core i9 (i9-11900H). Here’s a quick look at the Intel H45 performance advancement based on the Cinebench R20 Multi-Core Score:

In addition, the 12th Gen Intel Core i5 H-Series is 2.5x more powerful than the 11th Gen Intel Core i5 U-Series, as seen below:

Built for Gamers and Creators
Furthermore, the 12th Gen Intel Core H-series processors are built for content creators. Now, here is where ASUS plays a part in bringing top-notch gaming and creator laptops onto the market. At the Performance Day event, the company showcased the Zenbook Pro 14 Duo OLED, the ROG Flow Z13, and the Zenbook 14X OLED Space Edition, all of which were paired with the 12th Gen Intel Core H45 processor, with the ROG Flow Z13 running the company’s top-end 12th Gen Intel Core i9-12900H processor.

According to ASUS, its winning formula for being at the top of the notebook market is a combination of thermal design and chassis space. The company also said that its competitors barely implement H-Series processors in thin chassis, whereas ASUS uses that series of processors in most of its product lineup.

This includes the thin and light series such as Zenbook S Flip, Zenbook S, Zenbook, Zenbook Flip, Vivobook S, and Vivobook. In addition, these processors are also used in the company’s laptops for creators such as Studiobook Pro, Zenbook Pro, Zenbook Pro Duo, and Vivobook Pro. In addition, ASUS also uses H45 processors in its gaming lineup, which includes Flow, Strix SCAR, Zephyrus, and TUF Gaming.

Better Cooling Solution Helps
Cooling also aids in producing performance-based laptops, since ASUS invests heavily in R&D for fan design, airflow control systems, and 3D vapour chambers. According to ASUS, dual-fan outlets and dual heat pipes provide an extra 15% flow rate and increase in performance.

In addition, thinner blades, more fan blades, and optimized curved design lead to better airflow and quieter performance. Heat Pipes are also one of the most efficient ways to move heat or thermal energy from one point to another. ASUS says that thicker heat pipes or more heat pipes can both dissipate heat better.

Benjamin Yeh, the East EMEA General Manager at ASUS, said, “The innovations that ASUS engineers have implemented in our latest laptops, working together with our partners from Intel, have enabled us to deliver these incredible products for 2022. Their work on cooling technologies and chassis craftsmanship is a very important but challenging task. Sometimes the improvements are invisible to customers, but they help us deliver amazing performance while keeping our laptops compact and light, which is exactly what customers are expecting from their next laptop.”