Welcome to the very first in our new series where we interview and ask our partners 5 questions about the future of connected devices, their greatest market challenges and how they’re overcoming them. We’ll also touch on pressing issues such as changes in consumer demand, upcoming regulations and how they impact product innovation.
In this edition, we’re speaking with our PSA Certified Level 1 partner, Kiosun Hsu, Director of the ASUS IoT business unit. In this Q&A session, Kiosun Hsu takes us on a journey through the intricacies of ASUS IoT’s world.
Kiosun guides us through the greatest challenges faced by ASUS IoT and how they’re overcoming them, all while adapting to the dynamic shifts in customer demand. We’ll also navigate the intricate interplay of regulations, time-to-market pressures and security.
Beyond the technical aspects, we’ll also learn how ASUS IoT is fostering trust in the IoT ecosystem and enhancing consumer confidence, from a product, company policy, and Corporate Social Responsibility (CSR) perspective. As we journey through these insights, we’ll uncover the collaborative efforts needed to elevate cybersecurity awareness collectively across the ecosystem.
Q1. What excites you most about the future of connected devices?
Considering the growth of the IoT market according to market research agencies, various industries such as manufacturing, healthcare, and retail are flourishing. In response, ASUS IoT offers comprehensive solutions to cater to different vertical markets. Our solutions encompass AI Security Solution, ASUS IoT Cloud Console, Digital Signage Solution, Edge AI Solution, and Industrial FOTA.
Connected devices are the infrastructure of automation and AI applications, the foundation of a new era, and the momentum of evaluation. For example, ASUS IoT PE100A, which is PSA Certified Level 1 certified, is widely used as a gateway computer in telecommunication infrastructure, smart building, and factory automation.
Q2. What are some of the greatest pressures facing your sector?
The challenges lie in maintaining the principles of a combination of quality and safety while addressing the multifaceted and ever-changing demands of customers such as lower power consumption or moving from (centralized) cloud computing to (distributed) edge computing. Customer needs drive our innovation, and this year, for example, we launched the PE series, which boasts stronger edge computing capabilities, as well as a new generation of Arm-based Tinker series to meet the demands of smart manufacturing.
Q3. How have you seen customer/consumer demand change over time in your industry?
Another example comes from communication. As connectivity technology evolves and diversifies, wifi6, 5G, BNIoT, LoRa etc. are all considered by the customer. When leveraging technology breakthroughs, cybersecurity enhancement is also being requested.
In the past, industrial computers always put reliability in the first place. Nowadays, security is also highly considered as one of the key elements for reliability. Regarding the Tinker and PE series mentioned earlier, there are two significant aspects to consider.
Firstly, the inherent security of the products is of paramount importance, and this is a key focus for ASUS IoT. As a result, ASUS IoT provides comprehensive software and hardware integration services, such as OS updates and security scans, to ensure long-term security.
Secondly, customer demands have become increasingly diverse. Many customers are no longer solely interested in purchasing hardware; they seek total solutions that encompass ecosystem integration and address the growing need for edge computing. To cater to this evolving landscape of requirements, ASUS IoT offers integrated hardware and software solutions.
On the hardware front, products with low power consumption, high performance, and NPU capabilities are highly favoured. As for software, platforms and functionalities are provided to empower customers to better achieve their objectives. Consequently, ASUS IoT constantly adapts to meet the evolving customer demands. Beyond ASUS IoT’s long-standing commitment to quality and performance, the importance of security and integration capabilities is gradually gaining prominence as critical imperatives.
Q4. In your opinion, how do regulations, time-to-market, and security interact, and impact innovation?
Regulation is like a security check from the R&D lab to the market, a guardian of the society. ASUS IoT endeavours to validate not only the quality and reliability but security of our products.
Regulations as to innovation are indispensable. Regulation draws out a boundary/guidance of innovation, providing a secured/reliable foundation of innovation.
Q5. What can we do collectively to enhance trust in the ecosystem, and among consumers more widely?
We are excited about the future and will continue our efforts to deliver top-notch IoT solutions while upholding the highest standards of quality, security, and customer trust.
We provide long-term software and hardware integration services, such as OS updates and security scans, assuring consumers that we stand firmly behind our products and are ready to assist them should any issues arise. In the realm of hardware itself, we place significant emphasis on addressing cybersecurity concerns, and as evidence of our commitment, we have obtained certifications like PSA Certified Level 1, which was co-founded by Arm.
Additionally, we have noticed an increasing interest from customers in total solutions and ecosystem integration, with a growing demand for edge computing capabilities. To address these diverse needs, ASUS IoT provides integrated hardware and software solutions. In terms of hardware, products with low power consumption, high performance, and NPU functionality are gaining popularity. On the software side, offering platforms and functionalities enables customers to better achieve their goals. As customer needs evolve, ASUS IoT maintains its commitment to quality, and performance, and is now focusing on meeting the hard requirements for security and integration capabilities.
Building trust in the ecosystem and among consumers is paramount for ASUS IoT. Towards customers, we offer generous warranty terms and responsive customer support to assure them that we stand behind our products and will assist them in case of any issues. Concerning hardware security, we are highly attentive to cybersecurity issues, and we have successfully achieved PSA Certified Level 1. Internally, we have established a dedicated cybersecurity team responsible for assessing the security risks of our products, including vulnerabilities like CVEs. We continuously monitor and improve our products, developing proprietary cybersecurity assessment tools. Also, we leverage third-party tools to classify the security level of our products, facilitating regular audits and proactive enhancements such as implementing patches.
Building trust in the ecosystem and among consumers is paramount for ASUS IoT. Concerning hardware security, we are highly attentive to cybersecurity issues, and we have successfully achieved PSA Certified Level 1.
Staying up-to-date with industry regulations and adhering to them fully is a priority for ASUS IoT. This encompasses adhering to safety standards, environmental regulations, and all applicable laws. Moreover, we hold a strong sense of social responsibility, which guides our decision-making and actions. As we move forward, our commitment to maintaining trust in the ecosystem will remain firm, driven by compliance, continuous improvement, and a steadfast dedication to customer satisfaction.
Customers are drawing higher and higher attention to cybersecurity. The awareness and enhancement can only be elevated collectively across all members of the ecosystem through joint efforts. Education & promotion on the security features will be helpful for the customer to understand possible threats and what are the options as countermeasures.
ASUS IoT is proud of our enduring partnership with Arm, combining top-tier quality, RF performance, and continuous BSP support. Together, we’ve consistently surpassed industrial customer expectations.
About Kiosun Hsu
Kiosun Hsu holds an EMBA and a Master’s in Electrical Engineering from National Taiwan University. With extensive experience, they’ve led research and development teams at ASUSTEK and ADLINK, focusing on motherboards, tablets, servers, and IoT technologies.