MSI is a world leader with a global presence spanning over 129 countries. Known for its cutting-edge R&D capabilities and customer-driven innovation, MSI has an unmatched command in AI PC, gaming, content creation, business & productivity and AIoT solutions. Wired in the rapidly altering tech world and programming the future, MSI pioneers expository developments in AI, enterprise computing and IoT.
Of the multiple products and services, MSI laptops alone have a legacy of 20 years. On marking the victorious 20th year, we have a few questions for Mr. Ben Su, the General Manager of MSI MENA.
Closely working with MSI, what do you think that makes MSI Laptops distinct from others?
We have been rated the best laptop by users on PC Mag for four consecutive years. If we’re to gain that trust from our users, there are a lot of factors making us stick out from the rest. Firstly, it is the Extreme Performance. Since 1986, MSI has handled its own R&D and production. This allows better control over product quality, like extended durability testing and the ability to quickly respond to consumer needs and issues, turning new ideas into actual product features.
Secondly, the Powerful and Stable Performance. MSI ensures sustained, stable output even during prolonged use. This means you get the full potential of components like the RTX 4060 GPU without performance drops. We also nurture Innovation whereby we install first-of-its-kind features.
We bring in beauty to everything we develop. Aesthetics play a vital role and that makes us show up among others. We have collaborated with fashion designer Hiroshi Fujiwara and the elite car brand Mercedes-AMG Motorsport, blending their trend-setting elements into our laptop designs, breaking traditional boundaries and bringing a unique fashion vibe to laptops. Aesthetics also cover user experience. For example, our handheld gaming device, CLAW, went through tens of thousands of simulations and trials to create the most comfortable ergonomic grip. We also use top-quality joysticks to ensure players feel comfortable and enjoy using the device for extended periods.
Why did MSI choose the “Gaming Sector” in the laptop market?
Back then, no one believed that laptops could meet the performance demands of gaming. It was incredibly tough and clueless to start something from oblivion. But with vision, we succeeded. Understanding gamers’ needs was the key to designing great products. From product design to marketing, MSI involved many gamers, including professional esports players, streamers, commentators, and editors.
Looking back on MSI’s 20 years in the laptop industry, what was the most difficult challenge?
The toughest part was that even our colleagues and customers were skeptical, thinking there was no market for gaming laptops. To tackle the challenge and to acquire hands-on experience, we ourselves became the gamers. Starting in 2010, MSI fully committed to gaming laptops, leveraging 25 years of R&D and production experience to turn ideas into product features.
However, there were times when we envisioned features that didn’t exist in the market. For those, we had to collaborate with manufacturers to give life to our thoughts. Unlike other brands that assembled new models from available parts, MSI led with concepts. Since our product prices and customer base varied notably, we had to find new sales channels when we first ventured into gaming. Our marketing and sales teams spent a lot of time sharing expertise with our partners, helping them understand esports, grasp players’ needs and stay updated on the latest products. We assisted in inventory management, organized various marketing activities, and provided hot-selling products, fostering mutual growth with our partners.
How is MSI responding to the future wave of AI?
According to reports, analysts believe that the first generation of AI PCs will primarily target high-end business needs and content creators, which aligns with MSI’s strengths. It’s not just about having cutting-edge hardware but also about making AI easily and fully accessible to users through a combination of hardware and software. Our goal is to make AI’s convenience easily accessible to users, essentially “AI + PC.” We’ve developed smart applications like MSI AI ARTIST and MSI AI ENGINE to seamlessly integrate AI into daily life. Cloud-based AI applications might not always be optimal for advanced users. Local edge AI applications can ensure better security and speed.
Can you briefly describe the time frame for developing, designing and launching a gaming laptop?
As aforementioned, MSI invests a lot of importance on user feedback. Many of our product features are designed to enhance and address current user needs or improve existing experiences. Anticipating market trends at least three to five years in advance is also crucial for us. People use their computers for several years, so we need to foresee future trends. For example, while WiFi 6 was mainstream last year, MSI had already incorporated WiFi 6E and WiFi 7 into our products to ensure users have access to the latest technology.
Now to talk about the design, our design team studies global events from recent years to identify color trends. We then work with manufacturers to create the desired colors and surface textures for our products, which takes a considerable amount of time.
Which is the most memorable laptop to date?
There have been so many impressive products. Recently, our collaboration with Mercedes-AMG has been particularly notable. Discussions for this collaboration spanned several years due to COVID. This long-term partnership includes more than just co-branded laptops; it also involves various aspects. For example, the Mercedes-AMG esports team benefits from the stable, high-performance MSI products, enhancing their sim racing experience.
MSI is a key partner, providing excellent hardware. Our laptops look elegant and offer stable, high-performance practice sessions during travel. The latest Stealth 18 Mercedes-AMG Motorsport features a stunning display. it’s the world’s first 18” 4K Mini-LED 120Hz laptop. It also comes with a 1:16 scale AMG model car and a luxurious range of accessories.
Looking ahead to the next 20 years or beyond, what goals does MSI have?
This year marks the 20th anniversary of MSI laptops, a significant milestone. We’ve always focused on innovation, applying the latest technology and providing the ultimate user experience for our laptop users. Moving forward, we will continue to focus on three core principles to launch even better products: luxury aesthetics, ultimate performance, and innovative technology.
We aim to serve a broader consumer base, including the business market, by establishing a dedicated business team. This is the first 20 years of MSI laptops, and we are especially grateful to our many partners, customers, and users! We hope to move forward together into many more decades.
We would like to thank Ben Su for his time in answering our questions!
