It is out of questions that since the formal release of ASUSTeK's Eee PC at COMPUTEX TAIPEI 2007, Eee PC has captured the market and in the leading position of the ultraportable netbook market.  There are numerous followers in the market since the launch of the first Eee PC at COMPUTEX TAIPEI 2007, including worldwide well-known brands.  Many industrial people indicate that ASUSTeK has created a new product segment or killer application (Eee PC) and leads the trend of ultraportable netbook market. From ASUSTeK's point of view, Eee PC has successfully created a new market to certain extent, on the other hand, the customer needs that stressed by Eee PC have been existing for a long time, ASUSTeK just successfully answered all the customers' needs for simple mobile internet devices with Eee PC.  Lin states that the Eee PC concept is simple but no one ever did it before, some vendors even said they would never think about this market.  "I think a better way to describe the 'Eee PC phenomenon is that ASUS has successfully explored consumers needs, and numerous followers have jointed together to make it booming," states Lillian Lin, Global Marketing Director at ASUSTek Computer Inc. 

After 18 months of the launch of the first Eee PC, the famous business magazine Harvard Business Review has released a report of case study regarding the success of ASUSTeK's Eee PC.   The report describes 'Eee PC' is a disruption innovation product, and the report try to "examine a new market disruption and consider its impact on the existing market and incumbents...ASUSTek Computer was the world's largest manufacturer of PC motherboards, yet when it tried to launch its new sub-notebook Eee PC, the organization faced challenges in doing things outside of its established processes. Though many of the team members had worked together for years, they had to find new ways of working as they tried to launch the new mobile Internet device category without undermining its existing notebook PC Business." (Harvard Business Review, Nov 3, 2008)

Lin says, "from the official launch of Eee PC on July 2007 to mass production on October of the same year, we have changed the specifications for many times, including the screen size, power supply or internet features, we just want to make it better fit for consumers' needs."  Besides fulfill all consumers' needs, Lin indicates that another reason for Eee PC to be success in the market is the global economic downturn since second half of last year.  "People started to consider about their basic needs: what are their basic needs if they want a PC that can handle simple document processing and enables them to access Internet wherever they desire. Eee PC just able to afford these basic needs in an affordable price!" Lin explained.  Lin's description just fits the term "Good Enough" that brought up by Harvard Business Review in 2006: Eee PC is just Good Enough.  "Even more than enough!" Some users claimed.

The Eee PC series has already got 22 models available in the market at present, fulfilling the needs of various kinds of consumers from entry level to very high-end requirements.  Regarding future development, ASUSTeK is going to showcase the Eee PC T91 at COMPUTEX TAIPEI 2009, which is the latest model of Eee PC that will be available to the consumers very soon.  Eee PC T91 equipped with touch panel and twistable screen, which are new attempts in Eee PC products.  Lin says, "we believe touch panel and twistable screen is the ultimate stage of Eee PC to fulfill customers' needs in the new digital era."

While industrial people, competitors and users are still showing great interest in Eee PC/netbook products, ASUSTeK is already one step ahead of the market, and get involved in the development of LBS-centric mobile phone with the leading GPS equipment manufacturer Garmin. ASUSTeK and Garmin have already begun joint development on a diverse mobile phone product line, which will be known as the Garmin-Asus nuvifone series.  Both companies expect to bring to market several Garmin-Asus nuvifone models in 2009. 

Jonney Shih, Chairman of ASUSTeK indicates, "Through this alliance, our companies will continue to develop innovations that simplify life. Our technologies should accommodate our customers, not the other way around. We believe all devices should perform and communicate seamlessly not just anytime and anyplace, but in real time, in real places."

From "good enough" to even "more than enough", from "answering customers' needs" to "explore customers' needs and fulfill them", I believe it is more than enough to answer why Eee PC is so popular in the market!