Syntech has expanded its distribution portfolio to include the full ASUS product range, reinforcing its role as a leader in the South African computing market, including components, gaming machines and enthusiast hardware.
With this agreement, ASUS and Syntech are collaborating to enhance product availability and market reach through a more focused, strategic approach. By combining ASUS’s cutting-edge technology with Syntech’s deep market expertise, demand generation, and tailored channel strategies, this partnership is set to drive long-term growth for resellers and customers alike.
Azin Alikhani, the ASUS Country Head for Africa, explains that the partnership started with ASUS supplying components for Syntech’s PCBuilder brand, and has grown from there.
“Syntech has done an outstanding job with PCBuilder, incorporating ASUS motherboards and GPUs as the ideal foundation for performance gaming system integration.
“While working with the team on PCBuilder gaming prebuilds, we recognised Syntech’s strength in distribution,” Alikhani continues. “They operate with strong values, great product planning and maintain exceptional inventory and stock management. Their close partnerships with key accounts and vendors further reinforce their market impact, which aligns with our philosophies as ASUS.”
Syntech joins a stable of other ASUS distributors, and Alikhani says the vendor manages conflict by focusing on each distributors’ core strengths.
“This partnership is a key focus for us. We’ve seen strong alignment between our teams, and the journey so far has been seamless.”
Ryan Martyn, co-founder and sales & marketing director of Syntech.
Ryan Martyn, Syntech co-founder and sales and marketing director, agrees that the two organisations share a great deal of synergy.
“We have long had a focus on the gaming market, with PCBuilder traditionally targeting this market,” he says. “Meanwhile, ASUS is a global leader in gaming, and one of the most aspirational brands in the gaming industry.
“There are significant opportunities with PCBuilder and ASUS components, gaming machines, and enthusiast hardware. ASUS also offers the ProArt range, designed for creative professionals who require high-performance processing and colour-accurate displays for tasks like graphic design, video editing, and 3D rendering.
“The ASUS brand has so much equity and such a strong following we believe there are plenty of opportunities for us to grow the market,” Martyn adds.
ASUS defines gaming innovation
The ASUS product line-up has several advantages over comparable brands, says Engela Minnaar, ASUS Components Lead and Country Product Manager.
“ASUS’s greatest strength is its broad and diverse product line-up,” she says.
This includes the widest range of components – from motherboards to displays. “We have one of the largest research and development (R&D) teams focused on high-performance hardware, with all of our design taking place in-house,” Minnaar says.
ASUS also supplies a full range of PCs and servers catering to the industrial, services, and commercial markets.
Prior to 2006, PC manufacturers used the same basic configuration and components for various use cases. “Then ASUS introduced the Republic of Gamers (RoG) brand, the first brand devoted to building gaming products with dedicated gaming features from the ground up. In the past 2 decades, ASUS has focused on emerging industries such as creators, who now have access to a wide range of ProArt hardware in South Africa.
“This user-centric philosophy guides all of our product design, considering what people need in a product to make their lives easier,” she says. “Tailoring solutions to what is needed is in our DNA.”
Martyn believes this plays into how Syntech has grown over the years. “We have scaled and grown to the point where we are a destination for the gamer – and ASUS has been one of the most requested brands from our customer base. The aspirational element of the ASUS brand speaks to our mission of ‘enriching users’ lives via technology’ to bring the best possible technology to Africa and make it accessible through our resellers.
“Adding ASUS to our portfolio is a direct response to customer and market demand. Expanding the partnership aligns with our mission to deliver best-in-class technology solutions in Africa, empowering resellers, growing local markets, & making computing more accessible than ever.”
Unlike traditional distributors, Syntech integrates AI-driven inventory management, predictive analytics and real-time performance data to ensure best-in-class customer support. Additionally, Syntech has built advanced reseller tools which allow for unmatched efficiency and market responsiveness.
“These streamlined processes ensure ASUS products reach the right resellers on time, with consistent stock levels and optimised pricing,” Martyn adds.
If you aren’t registered as a reseller with Syntech, then make sure you head over to their website and complete the fully digital application now.