We're here at ASUS's press conference in Barcelona, where the company has just unveiled two new Android products: the Padfone Infinity and Fonepad.

The Padfone Infinity is the follow-up to the Padfone 2, released late in 2012, which was the successor to the original Padfone that debuted at MWC last year. The Fonepad is a tablet that also works as a phone. Right (if you actually want to know more about those things, see this post).

The real story for me, though, was the absolutely fantastically ridiculous press conference. Crammed into a small hotel ballroom across from the Fira Gran Via, a couple hundred tired and annoyed tech journalists waited for the show to begin - ASUS was running about 45 minutes late, and was playing what I can only describe as an instrumental rendition of 'Milkshake.'

Then, it happened: THE CLOUD. We were shown a countdown video, over a CGI ocean, flying through the clouds (on loop, of course). When the timer neared zero, a fog machine began to blast THE CLOUD from a single side of the stage (I'm guessing the other side had some issues syncing up), before a man - no, a tech illusionist - appeared on the screen with very curious posture and a positively electric demeanor.


He introduced us to the seamless integration of THE CLOUD, detaching the screen of a Windows 8 ASUS all-in-one machine from its wired moorings.


He then walked off the screen, casting off his virtual shackles, emerging on stage a newly realized man, a tech illusionist on terra firma, his tablet of cloud power in hand.


Our illusionist's face began appearing on all sorts of devices - showing his mastery of the arcane tech arts to an astonished audience.


And then the phone rang.


ASUS chairman Jonney Shih appeared on our illusionist's slate, then transferred himself (via the cloud, of course) onto the projector display, before he too materialized on our mortal plane ... in Ballrooms 2 & 3 of the Congress Fira Hotel.

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At this point, I thought we had reached the crescendo of this technological tour de force, but no - how wrong I was.


We were treated to a few choice words about the cloud from Mr. Shih, before our tech illusionist was re-introduced to great fanfare, with his magical dimensional portal - AKA ASUS Windows 8 all-in-one PC - in tow.


I cannot describe in our lowly, written language, what transpired next. But I can show you.

The following half hour was littered with awkward moments, Jonney Shih telling the CEO of Qualcomm what direction to look for a photo op, and lots of pictures of people looking hilarious talking on the Fonepad. But I knew the day could not end without more pantomimed projector magic. And I wasn't disappointed.

Our illusionist appeared on stage behind Mr. Shih (this time he just walked out, no fancy dimensional teleportation), and began to advance the remaining slides with his telekinetic (or Bluetooth-enabled) hands.


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Oh, ASUS. Your products may not have wowed me, but rest assured, I won't be forgetting this press conference any time soon.

David Ruddock
David's phone is whatever is currently sitting on his desk. He is an avid writer, and enjoys playing devil's advocate in editorials, and reviewing the latest phones and gadgets. He also doesn't usually write such boring sentences.

  • http://bitshift.tumblr.com/ esjay

    I believe this is Marco Tempest. I spent a whole night just watching his YouTube stuff.


    • http://www.androidpolice.com/ David Ruddock

      That is definitely who this is.

  • Jazli Aziz

    That must have been embarrassing to watch O_O

  • IncCo

    Asus sure knows how to give people a show huh

  • http://www.androidpolice.com/ Artem Russakovskii

    I facepalmed on a number of occasions. Huawei and ASUS take the cake for the cheesiness, but Huawei was also boring as hell. This one was at least entertaining.

    • Barton82

      I miss Qualcomm's CES Keynote.

  • epps720

    Wow, that's so bad it's amazing! Really love his facial expressions

  • http://twitter.com/ToysSamurai Toys Samurai

    I can't help laughing out loud watching that video. I bet you 1 cent that the Chairman has a lot of "INPUT" in the presentation. It reminds me of the taste of many people I know of his age (I am Chinese myself, and I see a general lack of taste among many Chinese men above certain age. Especially those who spent most of his life building on his fortune, then suddenly finds himself under the spotlight.)

  • bse88

    What the f*ck did i just watch?

    • http://www.facebook.com/chris.moch.10 Chris Moch

      what has been seen cannot be unseen...

  • Tatsuya

    I couldn't stop laughing when they made the 1000€ Padfone pricing joke!
    Hope they'll tell us the real price soon.

  • http://tr.im/delgado Jason D.

    ahhh i just got dummer watching that (ah see i can't even spell dumber correctly!)

  • Sparx

    There is a typing error in the first sentence: Android roducts

    • http://www.androidpolice.com/ Artem Russakovskii

      Fixed, thanks.

  • andy_o

    At least you didn't call them tricks. A trick is something a whore does for money. Or cocaine!

    • John O’Connor

      We miss you Job

      • ChavaM


        • John O’Connor

          Lol... damn autocorrect!

  • troph

    How could they ever think this was a good idea? Seriously? lol. So embarrassing haha.

  • Matthew Fry

    LOL! I commend them on at least trying to entertain. E3 press conferences are about friggin video games and they manage to make them boring.

  • letsplaaay

    ... I think my fingers and my toes are now permanently curled.

  • Larizard


  • iFlop5scratchgate

    This brings cheesiness to a whole new level...I Love it! LOL

  • http://codytoombs.wordpress.com/ Cody Toombs

    It's one of those "magic" shows in Vegas that anybody can see for free if they have a Player's Card and gamble $25.