Asustek Computer has started changing its marketing strategy for the ZenFone series, expanding its reach in the smartphone market from the entry-level segment to the higher-end ones.

It has adopted a strategy similar to that of China-based Huawei by launching a high-end ZenFone Zoom smartphone in Taiwan. The ZenFone Zoom features Intel's Atom Z3590/Z3580 processor, 4GB of memory, 64GB/128GB RAM and a camera with Hoya's 10-layer lens design. The 64GB model is priced at NT$13,990 (US$429) and 128GB NT$15,990.

Asustek used to adopt a strategy similar to Xiaomi's, mainly targeting the entry-level segment with high price-performance ratio smartphones leveraging subsidies from Intel. Seeing Xiaomi as its main competitor, Asustek had been trying to simulate the China vendor's marketing and R&D tricks.

For the China market specifically, Asustek launched the inexpensive Pegasus smartphone series at the end of 2014, but the series' sales have been weaker than expected, which will undermine Asustek's overall smartphone shipments in 2015. The vendor's smartphone shipments will reach only 20.5 million units in 2015, lower than its original goal of 25 million units.

To boost its smartphone shipments, Asustek has decided to adjust its strategy. It has started pushing into higher-end segments with its brand recognition accumulated from the first- and second-generation ZenFones.

Huawei is currently adopting a dual-brand strategy to target different segments. The China-based vendor has achieved success in both the doemstic and overseas markets. Meanwhile, Xiaomi is having difficulties pushing its products beyond the entry-level market, which is limiting the company's growth.