Garmin Ltd. and ASUSTeK Computer Inc. have made a strategic decision to alter their current co-branded business model for location-centric mobile handsets. The two companies will not introduce any new co-branded handset models going forward, but will continue to sell and support models that have already been introduced to the market.
ASUS will design and manufacture new models of ASUS-branded mobile phones, some of which will include preloaded Garmin navigation and Location Based Service (LBS) applications.
Garmin will expand its mobile handset application development and plans to offer navigation and other applications through certain consumer application stores.
Since the announcement of the Garmin-Asus strategic alliance in Feb. 2009, the companies have developed and marketed six devices. These products are available through carrier and retail channels in a large number of countries.
Customer support continues to be of utmost importance to Garmin and ASUS, and Garmin-Asus smartphone customers will continue to receive product support, software updates and/or downloads from either Garmin or Asus, depending upon the region.
Additional details about ASUS and Garmin’s future product roadmaps will be discussed during their independent third quarter earnings calls on Oct. 28, 2010, and Nov. 3, 2010, respectively.
