Zenfone 4 Max (ZC554KL) shows up at the FCC

This is a significant development for the Zenfone 4 series in North America. We’ve just spotted the Zenfone 4 Max (ZC554KL) at the FCC which means 4-8 weeks before hitting retail. Four weeks is very unlikely but pre order could happen in that time frame. Just because we peg this at a possible eight weeks, it can also take longer than that.

The Zenfone 4 Max made quite the incredible and sneaky launch in the Russian market and is in a pre order phase already. In terms of what price the Zenfone 4 Max will be in North America, in the US and Canada, we know one certainty. This will be the cheapest Zenfone 4 model of the bunch. Asus keeps the Max as the most budget, outside of the limited availability “Go” series. For most markets, the Max series is the budget model.

A better display, improved cameras and design style are all improvements for the 4th generation Zenfone Max from what we’ve seen come out of Russia.

A while back Asus CEO Jerry Shen was suggesting that Zenfone 4 models will be about gaining sales. I’m sure that’s always the end goal, but in comparison to say the Zenfone 3, Shen was emphasizing the need for sales. Keep in mind that the smartphone arm of Asus is not their primary business. They are working on building their brand name in association with smartphones, but they are very cautious and careful about financial risks in the smartphone business.

What are we hoping for? A cheap price. A price that will offer a “wow” factor. The Zenfone 3 Max is cheap, but given that the Zenfone 4 Max is a bit more capable in terms of hardware and specs, we hope that the price provides a “more for less” win for consumers.

Our sense is that things are going to start to get interesting in the world of the Zenfone 4. This may be the start of some hot new juicy information and details. So far, Asus has kept things quite under wraps. Good for them, not so good for those wanting to know what’s coming up.

Just to clarify, the FCC filing is for the X00ID model which is the ZC554KL.

[source: FCC]

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