ASUS: We are the real transformers, not Microsoft

Unveiling the ASUS Vivo Lineup [asus YouTube channel, Oct 12, 2012]

[] [] ASUS Windows 8 products Teaser Alert! Join us on October 23 in NYC to witness for the very first time.

Here ASUS likens the New York City announcement for its touchscreen Windows 8 devices to the Apollo moon missions, the appearance of television, great sport events, Elvis Presley’s concerts, the fall of the Berlin wall, and having a child. Note that the ASUS rollout will come 3 days before Microsoft will launch its own offerings. 

ASUS has definitely a lot of things to be afraid of Microsoft. Look at this latest The making of Microsoft Surface [surface YouTube channel, Oct 16, 2012] video from Microsoft:

Get a more in-depth view of the making of Microsoft Surface.

or this The Surface Movement [surface YouTube channel, Oct 15, 2012] published a day before:

So ASUS also launched an Eee Pad | Transformer Pad Infinity | Videos site on October 15, 2012, the same day as Microsoft made its new Surface with Windows RT available for pre-order with promised delivery by Oct 26. The below video is one the four available on that site:

Experience the ASUS Transformer Pad Infinity [asus YouTube channel, July 24, 2012]

[] The Transformer Pad Infinity is ASUS’ new flagship tablet, boasting new technologies that allows it to stand above the competition. From a Full HD screen to the fastest NVIDIA Tegra 3 processor available, the Infinity is designed to be both a productive workstation and multimedia powerhouse.

There are three other videos which were made available on June 24/25, just after the Microsoft Surface was shown first time with big surprise: see Giving up the total OEM reliance strategy: the Microsoft Surface tablet [on this blog, June 19 – July 30, 2012].

In fact ASUS had a special press release with those three videos, explaing its leadership versus Microsoft with some text as well:

The ASUS Transformer Pad Design Story [ASUS press release, June 25, 2012]

Always at the forefront of technology, ASUS has proven with its Transformer Pad family of tablets that they are in tune with what consumers require from their mobile devices. Launched in March 2011, the [Tegra 2-based] Eee Pad Transformer showed ASUS’ ingenuity and innovative thinking with the Mobile Dock design. With the philosophy of “design thinking” implemented deep into the ASUS work culture, the Transformer Pad design team set out to create a tablet that not only provided media consumption, but also productivity for professional use. The tablets have evolved, and are now offered in a variety of price points and specifications, including the new Transformer Pad and Transformer Pad Infinity.

To celebrate the success of the Transformer Pad family of tablets, ASUS has created a series of videos detailing their story. Also available are interviews with various product directors and designers, so those who have purchased a Transformer can understand where it came from and better connect with their device.

Getting Ready for Transformation

Every product created has a story, starting off from design sketches and following a long process cycle before a finished product is ready for mass production. The Transformer Pad family’s story starts with a brief introduction from ASUS Chairman Jonney Shih, and follows with an interview from a product director and the various stages of thought and design, then moves on to discuss how the Design Team moved ahead in creating the Eee Pad Transformer Prime. At the end is a peek of what’s in store for the future of the Transformer Pad family. The video is available for viewing via YouTube, at .

[ASUS Transformer Pad – Getting Ready for Transformation [asus YouTube channel, June 24, 2012]]

The Next Transformation

Even before the success of the Eee Pad Transformer and Eee Transformer Prime, work was already well under way with the next two models: The Transformer Pad and Transformer Pad Infinity. With the foundations and lessons learned already in place from the original Transformer, ASUS set about designing their latest tablet offerings based on customer feedback to reach an even broader audience. The story of the new Transformer Pad family continues with the second design video, available to view via YouTube at:

[ASUS Transformer Pad – The Next Transformation [asus YouTube channel, June 24, 2012]]

ASUS Transformer Pad Infinity

Similar to the other tablets in the Transformer Pad family, the Infinity features true 2-in-1 innovation with the Mobile Dock. Everything that made the Transformer Pads the most sought after Android tablet has been made even better in the Infinity, most notably the Full HD display that provides super crisp images and video to users. At the heart of the Transformer Pad Infinity is NVIDIA®’s Tegra® 3 T33 4-PLUS-1™ quad-core CPU, which also contains a 12-core GeForce® GPU. The extra battery-saver core on the CPU handles low-power tasks such as active standby, music and video, and is transparent to the OS and applications. Running at 1.6GHz, the Transformer Pad Infinity’s quad-core processor drives the incredible Full HD experience, while the display’s 16:10 aspect ratio, 1920 x 1200 native resolution and wide 178-degree viewing angle means it’s perfect for watching Full HD video, playing the latest HD games and also browsing the web – both indoors and outdoors, thanks to the ultra-bright Super IPS+ technology built into the display. A 2MP front 8MP rear camera with large F/2.2 aperture and 5-element lens is tucked into an ultra-slim profile that’s 8.5mm thin, and features a metallic spun finish design that is beautifully accented in either Amethyst Gray or Champagne Gold colors. To highlight the launch of the Infinity, a video detailing its technical specifications has been created so consumers can see the attention to detail that went in to creating a device that is powerful yet fashion savvy at the same time. The video is available for viewing via YouTube, at .

[Exploring the ASUS Transformer Pad Infinity [asus YouTube channel, June 25, 2012]]

And on the same day there came a press release from ASUS:
ASUS Sets Benchmark for Mobile Entertainment with the Transformer Pad Infinity [June 25, 2012

Experience entertainment like never before in glorious Full HD
First unveiled at the Consumer Electronics Show in January, the ASUS Transformer Pad Infinity is the world’s first Full HD Android™ tablet and sets a new benchmark for mobile entertainment. Featuring a Full HD 1920 x 1200 Super IPS+ display with Corning® Gorilla® Glass 2, ASUS SonicMaster technology, Android™ 4.0 Ice Cream Sandwich and an incredibly thin design complete with our exclusive metallic spun finish, the ASUS Transformer Pad Infinity is the perfect companion for the heavy media consumer who is constantly on the move. It’s not all play with the ASUS Transformer Pad Infinity though as the unique detachable Mobile Dock accessory transforms it from a tablet into a notebook. When docked, total battery life is rated at 14 hours and productivity is increased with the full QWERTY keyboard, multi-touch touchpad and USB/SD card ports.
Incredible Entertainment
At the heart of the Transformer Pad Infinity is NVIDIA®』s Tegra® 3 T33 4-PLUS-1™ quad-core CPU, which also contains a 12-core GeForce® GPU. The extra battery-saver core on the CPU handles low-power tasks such as active standby, music and video, and is transparent to the OS and applications. Running at 1.6GHz, the Transformer Pad Infinity’s quad-core processor drives the incredible Full HD experience, while the display’s 16:10 aspect ratio, 1920 x 1200 native resolution and wide 178-degree viewing angle means it’s perfect for watching Full HD video, playing the latest HD games and also browsing the web – both indoors and outdoors, thanks to the ultra-bright Super IPS+ technology built into the display.
Completing the Transformer Pad Infinity’s armory of entertainment-rich features is ASUS SonicMaster audio technology. Tuned by the ASUS Golden Ear team, SonicMaster Sound technology features a combination of advanced hardware and software designed to deliver immersive and lifelike audio.
Beautiful Design
The Transformer Pad Infinity features the gorgeous metallic spun finish that characterizes the ASUS Zen philosophy first unveiled with the ZENBOOK™ and Transformer Pad Prime, and comes in two stylish colors: Amethyst Gray and Champagne Gold. Thanks to the forged aluminum construction, the Transformer Pad Infinity is just 8.5mm thin and weighs only 598g, meaning it can easily be carried around all day. When combined with the ASUS exclusive Mobile Dock, the Infinity turns into a productivity workstation with up to 14 hours of extended battery life – the full QWERTY keyboard and multi-touch touchpad deliver a true notebook experience, while the USB port and SD card slot provide additional storage options for the business-focused user.
Wonderful Memories
An excellent 8MP rear camera with auto-focus and an LED flash allows the Transformer Pad Infinity to take sharp, vibrant and highly detailed photos thanks to its large F/2.2 aperture, 5-element lens, back-illuminated CMOS sensor, touch-to-focus capabilities, shallow depth of field, low light noise reduction and a wide 75-degree angle of view (28mm equivalent focal length). The rear camera also has the ability to record Full HD 1080p video at 30fps, while the 2MP front camera is ideally suited to video conferencing. With 32GB or 64GB of internal memory, 8GB of free storage on ASUS WebStorage for life, and a variety of external storage options, Transformer Pad Infinity users will be able to store and share their memories anytime, anywhere.
Unrivaled Capabilities
Running the Android™ 4.0 Ice Cream Sandwich operating system, the ASUS Transformer Pad Infinity offers unrivaled performance and flexibility with advanced multitasking, rich notifications, customizable home screens and deep interactivity. Combining this with the blisteringly fast NVIDIA Tegra 3 processor, Full HD Super IPS+ display, the ultra-slim design and beautiful metallic spun finish makes the Transformer Pad Infinity the perfect mobile entertainment companion.

Indeed Infinity was introduced back in January as you could see in ASUS press release [CES 2012] ASUS Embraces the Spirit of the Incredible at CES 2012 [Jan 10, 2012]

… ASUS also introduced the new Transformer 700 series — a premium 10.1” tablet that takes the Transformer series to new heights. Like the [Eee Pad Transformer Prime] TF 201, audio comes by way of the ASUS-exclusive SonicMaster technology. It features a Full HD 1920 x 1200 resolution screen that introduces users to a viewing experience never before seen on tablet PCs. In addition, it has an upgraded front facing 2MP camera along with a rear-facing 8MP camera with a F/2.4 aperture. The built-in LED flash allows for clear, bright photos even in low light environments. In terms of productivity stakes, the pre-installed SuperNote app is ideal for note-taking, with a user-friendly design that allows for easy file sharing while at the same time keeping data secure. …

while information about the “first generation transformers” is in my NVIDIA Tegra 3 and ASUS Eee Pad Transformer Prime [Nov 10, 2011].

The effective availability of Infinity, however, came much later:
– as in ASUS PadFone and upcoming Transformer Pad Lineup unveiled at Mobile World Congress 2012 [ASUS USA press release, Feb 27, 2012] it was announced that:

… ASUS is redefining the future of mobile computing devices and is excited to announce the new and innovative ASUS Transformer Pad lineup [instead of the previous EeePad Transformer line as the 1st generation]. Offering three distinct models to fit the unique needs of mobile media consumers, ASUS believes in providing consumers with choices. The ASUS Transformer Pad lineup includes the ASUS Transformer Pad Prime and upcoming ASUS Transformer Pad Infinity series and ASUS Transformer Pad 300 series. …

– then first the TF300 series were launched to the US market: ASUS Launches the Transformer Pad [ASUS USA press release, April 22, 2012]

… The TF300 series will be available shortly in Royal Blue at national retailers and online resellers at a manufacturer’s suggested retail price starting at $379** (16GB storage), with the optional mobile dock accessory priced at $149**. …
**Pricing and availability will vary by country and SKU. North American MSRP pricing listed. Suggested MSRP of $399 for the 32GB version. ASUS Transformer Pad TF300 will launch with Android 4 (Ice Cream Sandwich) and offer class leading support and updates via FOTA (free over the air). Launch color is Royal Blue. Iceberg White and Torch Red will be available at a later date.
[] Meet the ASUS Transformer Pad, a stylish tablet with NVIDIA® Tegra® 3 quad-core CPU and Android™ 4.0 Ice cream Sandwich. ― Concentric finished pattern with stylish colors in Royal Blue, Iceberg White and Torch Red ― Mobile Dock with USB & SD card ports extends battery life up to 15* hours ― NVIDIA® Tegra® 3 4-Plus-1™ Quad Core CPU with 12-core GPU for lowest power and the highest performance ― Crystal clear 8MP auto-focus camera with 5-element lens, large F/2.2 aperture & back-illuminated CMOS sensor ― Superior audio experience with ASUS SonicMaster technology ― 178° wide viewing angle IPS panel ― The latest Android™ 4.0 Ice Cream Sandwich OS ― Pre-loaded exclusive SuperNote app for taking notes using drawings, photos or videos ASUS exclusive application combined with the above makes the Transformer Pad the most incredible tablet ever.

[Experience the ASUS Transformer Pad [asus YouTube channel, April 22, 2012]]

– the effective opportunity to start talking about “The Incredible Transformations” came just by the Computex 2012 end of May/early June:

[] [] ASUS COMPUTEX 2012 Teaser Alert! Join us at COMPUTEX. More exciting product teasers will be released by May 31.

– where ASUS Transformer Pad Infinity Series was one of ASUS Products Win Six Computex 2012 Best Choice Awards [ASUS press release, June 1, 2012]

Golden Award, Computer & System: ASUS Transformer Pad Infinity Series

The ASUS Transformer Pad Infinity Series is the world’s first Full HD tablet with 4G LTE and Wi-Fi. Its Super IPS+ display with 1920 x 1200 resolution and ASUS SonicMaster technology delivers cinematic audio-visuals, while next generation Corning® Gorilla® Glass 2 helps protect the screen with improved damage resistance.

The 4G LTE model is based on the powerful Qualcomm® MSM 8960 Snapdragon™ S4 Krait dual-core processor and is capable of download and upload speeds of up to 100Mbit/s and 50Mbit/s respectively. The Transformer Pad Infinity also has a 2MP front camera for video-conferencing, plus an 8MP rear camera with a large f2.2 aperture, 5-element lens and LED flash to ensure quality images even in the dark. …

– as even the TF300 series appeared in the price list of other countries like Malaysia just on June 6, Infinity (TF700 series) only on July 13 price list (with Nexus 7 actually), and becoming regular part of the ASUS Product Guide just in July-August (see the Singapore version dated July 6).
– It took even longer to deliver an LTE capable quad-core version of the TF300: ASUS Launches the Transformer Pad TF300TL [ASUS USA press release, Sept 28, 2012]
– The Windows RT version also came later on August 29 (although that was understandable), and with different device name, ASUS Vivo Tab RT (TF600):

ASUS presents a quick run-through of the brand new ASUS Vivo Tab RT (TF600), running Windows RT. Being one of the lightest & thinnest 10.1″ tablets in the market, it’s powered by the NVIDIA® Tegra® 3 Quad-core CPU, making it incredibly smooth and responsive. The newly designed, optional mobile dock provides extended battery life, keyboard, touchpad and additional connectivity via a USB port — you can even connect game controllers! The ASUS Vivo Tab RT also comes with MS Office 2013 preinstalled, making it the ideal tablet for all around use.

ASUS Announces the Incredible Vivo Tab and Vivo Tab RT tablets intended for Windows 8 at IFA [ASUS press release, Aug 29, 2012]

ASUS Announces the Incredible Vivo Tab and Vivo Tab RT tablets intended for Windows 8 at IFA

Two new tablets with a dual-purpose design that combines a high-resolution multi-touch display and a detachable QWERTY keyboard dock for a great Windows 8 experience.

IFA, Berlin, Germany, (August 29, 2012) — ASUS, a global leader in the new digital era, today announces two incredible new tablets intended to run Windows 8. First unveiled at Computex in June, the ASUS Vivo Tab and ASUS Vivo Tab RT (formerly known as the ASUS Tablet 810 and ASUS Tablet 600 respectively) open up a new world of mobile possibilities and transform expectations about what tablets can do.

Meet Vivo
With a name taken from the Latin verb “to live”, Vivo is designed as a constant companion that blends the familiar elegance of ASUS tablet design with Microsoft Corp.’s new touch-enabled Windows 8 operating system.
Vivo has a dual-purpose design that combines a high-resolution multi-touch Super IPS+ display with a detachable QWERTY keyboard dock to provide a great Windows 8 experience. ASUS TruVivid technology with Corning® Fit Glass gives improved colour clarity and superior scratch resistance, while the keyboard not only transforms Vivo into a convenient clamshell ultraportable, but also provides a secondary battery for prolonged mains-free use.
With an 11.6” screen backed by high-precision Wacom digitiser stylus technology, the Vivo Tab is designed with productivity in mind, while the ultra-light Vivo Tab RT is ideally suited to entertainment on the go. Get more done, enjoy new experiences and connect with others in exciting new ways — Vivo makes it all possible.
ASUS Vivo Tab
The ASUS Vivo Tab features the Next Generation Intel® Atom™ processor and has 2GB RAM with 64GB eMMC (embedded multimedia card) user storage. An incredible Windows 8 experience makes it a smart choice for professional and personal use. With support for 1024-level Wacom digitizer for precise work and navigation, ASUS Vivo Tab maximizes productivity and provides the best input experience.
Key to the Vivo Tab’s recipe for Windows 8 is the supplied mobile dock. This instantly transforms the tablet into a compact clamshell ultraportable, complete with full QWERTY keyboard, trackpad, two USB ports and second battery for extended use away from the mains.
The 11.6” display with a 1366 x 768 resolution uses Super IPS+ technology to deliver superior visual clarity both indoors and out, and its 10-point multi-touch is complemented by Wacom digitiser stylus technology for high-precision stylus input and a more natural writing experience.
Despite its compact dimensions and ultra-thin 8.7mm and 675g profile, the Vivo Tab still delivers superlative sound quality, thanks to the same SonicMaster technology used on ASUS’ award-winning notebooks. High-quality photographs can also be captured with the 8-megapixel rear camera with autofocus and LED flash, along with a 2-megapixel front-facing camera for video chats. The Vivo Tab also features a built-in NFC sensor, enabling the device to easily sync with other NFC-enabled devices.

ASUS Vivo Tab RT

The ASUS Vivo Tab RT has a slim and light profile that’s 8.3mm thin and 520g light. It features the NVIDIA® Tegra® 3 quad-core processor and 12-core GPU for outstanding mobile graphics performance, along with 2GB RAM and 32GB eMMC user storage. Supplied with Windows RT, tablet users with entertainment in mind will find a great partner in the Vivo Tab RT.

The Vivo Tab RT also has the same innovative Transformer design as the Vivo Tab and is supplied with its own mobile dock that provides a QWERTY keyboard, track pad, USB port and built-in battery.

Windows 8 apps, games and movies will look incredible on the Vivo Tab RT’s 10.1” display with 1366 x 768 resolution and Super IPS+ technology, while ASUS SonicMaster technology ensures top-quality audio. The Vivo Tab RT has the same high-quality front and rear cameras as the Vivo Tab too, making it an excellent all-round multimedia performer. It also features a built-in NFC sensor, enabling the device to easily sync with other NFC-enabled devices.


First wave launch for Windows 8 GA

– and as Microsoft made Surface on pre-order ASUS did the same for Vivo Tab RT, and even the first 3d party video bacame available: First Look at the Asus Vivo Tab RT on Three [three YouTube channel, Oct 15, 2012]

Brendan Arndt from Three talks about the Asus Vivo Tab RT, a new Windows 8 RT tablet coming soon to Three. For more information visit

A quick comparison of Microsoft and ASUS offering is given below:



Microsoft Surface with Windows RT



$499*** / $699 64GB with Black Touch Cover


10.1″ HD (1366×768) Super IPS+, 10 finger

multi-touch with OGS touch panel, backed by high-precision (1024-level) Wacom digitiser stylus technology, 600 nits, Outdoor Readable Mode, ASUS TruVivid technology with Corning® Fit Glass

10.6″ ClearType HD Display

1366×768 pixels

16:9 (widescreen)

5-point multi-touch


Nvidia Tegra 3 quad-core T30 @1.3Ghz






12-core GeForce® GPU

12-core GeForce® GPU


32GB eMMC Flash


Operating system

Windows RT

Windows RT


802.11 b/g/n, Bluetooth 4.0

802.11a/b/g/n, Bluetooth 4.0

Front facing camera

2MP for video chats

720p HD (1280×720) LifeCam

Rear camera

8MP, auto-focus w/LED Flash

720p HD (1280×720) LifeCam


G-Sensor, Light Sensor, Gyroscope, E-compass, GPS

Ambient light sensor, Accelerometer, Gyroscope, Compass


Built-in streo speakers, Built-in microphone, Sonic Master

Two microphones, Stereo speakers


1x Microphone-in jack

1x Headphone-out jack

1x Micro HDMI

1x Micro SD Card Reader


Full-size USB 2.0

microSDXC card slot

Headset jack

HD video out port

Cover port


8 hours; Li-Polymer battery


Up to 8 hours mixed activity; 7-15 days idle life;
24W power supply


262 x 171 x 8.3 mm

275 x 172 x 9.4 mm


520 g

680 g

***: with Black Touch Cover $599; 64GB with Black Touch Cover $699; separate Surface Type cover $129.99

Then here is a comparison of Microsoft offering with the Android based latest transformers already on the market:


*: Battery life tested under power saving mode, playing 720p video playback, Brightness:60nits, default volume with headphones.
**: the additional keyboard dock costs an extra $170; the keyboard docking stationin a bundle TF600T 32GB model the current price is $749.99
And for clickability I will repeat below the header of the table:
ASUS Transformer Pad TF300T-B1-BL
10.1-Inch 32 GB Tablet (Blue)
ASUS Transformer Pad Infinity TF700T-B1/C1-GR
10.1-Inch Tablet (Gray)

About Nacsa Sándor

Lazure Kft. • infokommunikációs felhő szakértés • high-tech marketing • elérhetőség: Okleveles villamos és automatizálási mérnök (1971) Munkahelyek: Microsoft, EMC, Compaq és Digital veterán. Korábban magyar cégek (GDS Szoftver, Computrend, SzáMOK, OLAJTERV). Jelenleg Lazure Kft. Amire szakmailag büszke vagyok (időrendben visszafelé): – Microsoft .NET 1.0 … .NET 3.5 és Visual Studio Team System bevezetések Magyarországon (2000 — 2008) – Digital Alpha technológia vezető adatközponti és vállalati szerver platformmá tétele (másokkal együttes csapat tagjaként) Magyarországon (1993 — 1998) – Koncepcionális modellezés (ma használatos elnevezéssel: domain-driven design) az objektum-orientált programozással kombinált módon (1985 — 1993) – Poszt-graduális képzés a miniszámítógépes szoftverfejlesztés, konkurrens (párhuzamos) programozás és más témákban (1973 — 1984) Az utóbbi időben általam művelt területek: ld. (Experiencing the Cloud) – Predictive strategies based on the cyclical nature of the ICT development (also based on my previous findings during the period of 1978 — 1990) – User Experience Design for the Cloud – Marketing Communications based on the Cloud
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