Asustek Computer will meet a strong challenge to boost its smartphone shipments in Southeast Asia in 2016 as China-based vendors including Huawei, Lenovo, Xiaomi, Meizu, Oppo and Vivo are also expected to shift their marketing efforts to the region due to a slowdown in growth momentum in the domestic market, according to industry sources.

Asustek saw its smartphone shipments grow over 150% on year to 20.5 million units in 2015 and has set a goal to ship over 30 million units, excluding the China market, in 2016, with Taiwan, India, Indonesia and other markets in Southeast Asia as major outlets.

In addition to further strengthening its marketing efforts to maintain its leading market positions in India, Indonesia and Taiwan, Asustek will also begin to sell its ZenFone series products in Myanmar, Cambodia and Bangladesh in the first quarter of 2016, said the sources.

Among China-based vendors, Meizu, Oppo and Vivo are likely to initiate price-cut competition in markets in Southeast Asia as their respective shipment capability is close to that of Asustek's, commented the sources.