Asustek Computer is expected to ship 22-23 million smartphones in 2016, falling short of its target of 25 million units set for the year, according to a Chinese-language Economic Daily News (EDN) report, citing sources from international securities investment firms.

The delayed launch of Asustek's new ZenFone 3-series smartphones affected the company's shipments, said the paper.

Despite the delayed launch, market response to the ZenFone 3 family products has been positive, said company CEO Jerry Shen as quoted by the EDN. Asustek has begun selling the ZenFone 3 series products in Thailand, Malaysia and the Philippines and will unveil the new series in India on August 17.

The launch of the ZenFone 3 has helped lift the ASP of Asustek's high-end smartphones to US$399 compared to the US$200 for the first generation of ZenFone models and the US$249 for the ZenFone 2 series, Shen indicated.