Asus: Can 'Happiness 2.0' strategy drive growth?

Asus projects higher second quarter shipments as it bets on design and developing so-called "hero" products.

Taiwanese PC maker Asustek said that its shipments will increase in the second quarter as it bets on a "Happiness 2.0" strategy that aims to create so-called hero products that are must haves.

The company reported first quarter net income of NT$5.01 billion, up from NT$3.42 billion a year ago. Revenue was NT$90.91 billion, up 23 percent from a year ago.

By product line, Asustek moved 4.1 million Asus notebooks, 900,000 Eee PCs and 600,000 Eee Pads. For the second quarter, Asustek projected that it would ship 4.4 million notebooks, 1.1 million Eee PCs and 1.2 million Eee Pads.

Asustek's slide deck was relatively straightforward, but then the company outlined its plan for to be "in search of incredible" with its product design.

The master plan is to combine the cloud, beauty and design into a product juggernaut.

It remains to be seen whether Asus can lead to Happiness 2.0, but the company obviously plans to design its way into the mobile game via notebooks, tablets and smartphones.