ASUS was under pressure to deliver at this year’s Computex expo in Taiwan, and responded by pushing the edges of transforming notebooks once again, writes ARTHUR GOLDSTUCK.
The Computex expo that goes down in Taipei, Taiwan, every June has yet to create the buzz of events like International CES in Las Vegas and Mobile World Congress in Barcelona, despite being the only one of these shows that occurs in a technology heartland.
This year was no different, but it wasn’t for want of trying. And few tried harder than the hometown team, ASUS. One of the world’s biggest manufacturers of computer motherboards, it also leads the global market in hybrid ultramobile laptops. According to Gartner, it took 41 per cent of the world market in 2014. That only amounted to 3,1-million units, but it was up 263 per cent on the previous year.
As a result, the ASUS keynote address at Computex earlier this month was expected to be an important pointer to the next phase in the transformation of the laptop. Sure enough, it unveiled the Transformer Book T100HA, which takes the 2-in-1 concept to a new level of performance – and will be one of the first laptops to ship with Windows 10 pre-installed.
It is both a 10.1-inch ultra-light notebook and a 8.45mm super-thin tablet , and offers 14 hours battery life to cement its mobility credentials. ASUS promises that the transformation between laptop and tablet modes is completely seamless, and that the Windows display automatically adjusts to the appropriate mode.
The device highlights how quickly ASUS is moving to reinforce its claims to the hybrid market. Two years ago, the equivalent device lasted less than 12 hours and was anything but seamless in its transformation.
That won’t be immediately relevant in South Africa, but a wide range of transforming devices from the Taiwanese company has been available on local shelves for some time. One of the more impressive, the Transformer Flipbook TP300L, was first announced at last year’s Computex, drawing applause for its innovative design. The Flipbook’s 13.3-inch screen swivels through a full 360 degrees, turning it into a large tablet, or slate, running Windows 8.1.
That’s pretty big for a tablet, and it’s pretty heavy too, weighing in at around 1.75kg. The equivalent device from ASUS’s main competitor in this category, Lenovo, is the 1.2kg Yoga Pro.
Clearly, the intention is not for it to be used in the same mobile fashion as smaller tablets, but rather as a portable device designed to be moved from desktop to desktop – and perhaps even to tray tables in an aircraft, where economy seats no longer allow easy use of foldout laptops.
The specs are decent, with Intel Core i5 processor, Nvidia GeForce 820M graphics processor, 4GB RAM and Full HD 1080p display. Depending on those specs, it could cost upward of R12 000, as much as the Yoga Pro or even the Macbook Air – still the first laptop choice in ultra-mobility.
A more serious issue is the fact that the machine is not particularly fast or responsive, meaning that the serious gamer is not going to be persuaded by the graphics chip. Battery life is good for a heavyweight laptop, at four hours, but well behind its ultra-notebook siblings.
It’s not intended to compete in that category, but any suggestion of compromised performance could have a knock-on effect across the brand.
Little wonder, then, that the pressure was on ASUS at Computex. Lenovo is breathing down its neck: it is world leader in PC sales and second in hybrid
ultramobile laptops, with 1.9-million units shipped last year – not massive, but up 331 per cent on the year before.
Such competitive pressure will ensure that we will see a continued transformation of the laptop. Judging by Computex 2015, there is little doubt that the Transformer range will continue to be at the forefront of this transformation.
As selfie cameras rise, so must selfie etiquette
Selfies were once a sign of narcissism or self-obsession. Now they are the new normal, writes ARTHUR GOLDSTUCK.
You can blame Oxford Dictionaries for making the “selfie” respectable. After all, being named Word of the Year, as it was in 2013, does tend to soften some of the self-consciousness in this most self-conscious of actions.
Once seen as a symbol of narcissism and self-obsession, it is now the new normal, to the extent that most smartphones are sold on the basis of the front camera. Or, as that feature is now almost universally named by manufacturers, the “selfie camera”.
I was one of the hold-outs, having a near-allergy to the selfie. I still resist, but succumb more often than I would like. The reason for continued resistance is that it remains a big leap from the word becoming respectable to the action itself shedding its narcissistic image.
For most, it’s already happened, and for that you can blame Ellen DeGeneres. She choreographed the most famous group selfie yet at the 2014 Oscars, when she roped a bunch of actors into a group selfie, using the then-new Samsung Galaxy S5 smartphone. Her tweet of the photo became what was then the most retweeted posting ever on Twitter, and was estimated to have been worth a million dollars in marketing value to Samsung.
Ironically, it was Samsung’s up-and-coming challenger, Huawei, that came up with a new word for this type of selfie: the “groufie”. Thanks to an 8 Megapixel front camera on the new Huawei Ascend P7 camera that year which took the highest quality selfies – and groufies – possible on a smartphone at the time.
It didn’t end there, and selfies and groufies have morphed into variations like selfscapes (selfie in a landscape), skyfies (selfies from the air, using remote controlled devices) and jerkies (selfies to make an idiot out of yourself). I invented all of those on the fly, so it’s easy to imagine a new word emerging for every type of selfie.
Continue reading about selfie improvements through the years.
Mickey’s 90th for SA
Disney Africa announced the local launch of the Mickey the True Original campaign, joining the global festivities honouring 9 decades of Mickey Mouse, his heritage, personality and status as a pop-culture icon.
As 18 November 2018 marks 90 years since his first appearance in Steamboat Willie in November 1928, a series of world-wide celebrations will be taking place this year and South Africa is no different.
The campaign will come to life with engaging content and events that embrace Mickey’s impact on the past, present and future. The local festivities kick off in earnest this month, leading up to Mickey’s 90th anniversary on 18 November 2018 and beyond:
- An exclusive local design project where ten highly talented South African artists will apply their own inspiration and artistic interpretation on 6-foot Mickey Mouse statues.
- Once revealed to the public, the statues will form part of the Mickey the True Original South African Exhibition, inspired by Mickey’s status as a ‘true original’ and his global impact on popular culture. The exhibition will travel to 3 cities and delight fans and families alike as they journey with Mickey over the years. Featuring 4 sections highlighting Mickey’s innovation, his evolution, influence on fashion and also pop culture, the exhibition is in collaboration with Samsung and Edgars, and will visit:
o Sandton City, Centre Court: 28 September – 14 October
o Gateway Theatre of Shopping, Expo Explore Court: 19 October – 11 November
o Canal Walk Shopping Centre. Centre Court: 16 November – 26 November
- Samsung continues their collaboration with Disney as they honour Mickey’s 90th anniversary nationally at all Samsung and Edgars Stores. Entitled Unlocking the Imagination, fans are encouraged to visit these stores, take a selfie with a giant Mickey plush toy using their Samsung Galaxy Note9 and stand a chance to win not only a giant Mickey plush, but also an international family trip. Visit www.Samsung.com for more information
- Mickey’s 90th Spectacular, a two-hour prime-time special, will be screened on M-Net 101 later this year. The elegant affair will feature star-studded musical performances, moving tributes and never-before-seen short films. Superstars from music, film and television will join the birthday fun for the internationally beloved character.
- In addition, look out for special programming on Mickey’s birthday (18 November) across Disney Channel (DStv, Channel 303), Disney XD (DStv, Channel 304) and Disney Junior (DStv, Channel 309).
- In retailers, Edgars will be stocking a complete collection of trendy fashion, accessories and footwear for the whole family, inspired entirely by Mickey Mouse.
- Mickey will be the central theme of an in-store campaign nationwide this November and December, with brand new products, apparel, toys, as well as titles from Disney Publishing Worldwide, including books, arts & crafts and comics
- Discovery Vitality and Disney are celebrating healthy, happy families this festive season by offering helpful and exciting tips and tricks on how to eat nutritious, yet delicious, foods, all inspired by Mickey. There’s also a trip to Disneyland Paris up for grabs. Log on to www.discovery.co.za/vitality for information.
- And much more – check the press for updates
“Binding generations together more than any other animated character, Mickey Mouse is the “True Original” who reminds people of all ages of the benefits of laughter, optimism and hope,” says Christine Service, Senior Vice President and Country Manager of The Walt Disney Company Africa. “With his universal appeal and ability to emotionally connect with generations all over the world, no other character quite occupies a similar space in the hearts and minds of a global fan base and we are thrilled to be sharing these local festivities.”
Mickey’s birthday is celebrated in honour of the release of his first theatrical film, Steamboat Willie, on 18th November 1928, at the Colony Theatre in New York City. Since then, he has starred in more than 100 cartoons and can currently be seen on Disney Channel (DStv, Channel 303) in the Mickey Mouse cartoon series and on Disney Junior (DStv, Channel 309) in Mickey and the Roadster Racers.
South African fans are encouraged to share their Mickey Mouse moments on social media using the hashtag#Mickey90Africa.