Asustek Computer CEO Jerry Shen, said at an investors conference on November 13, that the company is aiming to ship five million smartphones in 2014 and is planning to become a key player in the market.

　　The company will also showcase several new smartphones and tablets at CES 2014 in early January.

　　In addition to PadFone- and Fonepad-series products, Asustek is planning to release a new smartphone series, the MeMOfone at CES 2014 featuring new innovations and with performance similar to that of flagship models, but only half the price. The new series will be targeting emerging markets such as China, Southeast Asia, India, Brazil and Russia.

　　However, with competition from China-based first-tier brand vendors such as ZTE, Huawei, Lenovo, Xiaomi and Yulong Coolpad, some market watchers believe Asustek is likely to face tough challenges to achieve its goals.

　　As for the tablet industry, Asustek will focus on staying firmly at the number-three position in 2014. Asustek was the third-largest tablet vendor in the third quarter with a market share of 7.5%, followed by Lenovo with 5.5%, Shen noted, citing figures from research firms. To become the second-largest vendor will be the company's long-term goal.

　　As for the company's cooperation with Google, Shen pointed out that Asustek's own-brand tablets are expected to account for 55-60% of total shipments in the third quarter. In 2014, shipment ratio for Google's tablets and Asustek's own-brand tablets is expected to reach 3:7.

　　Asustek is expected to ship 12.1 million tablets in 2013 and the volume in 2014 is estimated to stay above 12 million units, despite uncertainty about cooperation with Google.