According to the industry source, Asus has initiated the price war by slashing the price of its mid-range and entry-level motherboards by a minimum of 10%.

Another first-tier player MSI has already followed, while Gigabyte is still focusing on the development. The Taiwan-based ECS and ASRock, which mainly target China’s entry-level motherboard, as well as China-based second-tier players, are expected to be impacted by the price competition, reports Digitimes.

The report notes that Asus has decided to cut price in order to widen its gap with competitors, but this would be beneficial to sales in the short term only. If the company wants to recapture the selling champion, they should take more positive measures like researching new technologies and developing new products.