And does so to keep their global market share. Asustek Computer has lowered retail prices for its own-brand motherboards by 5-10% in a bid to maintain its global market share lead, according to a Chinese-language Economic Daily News (EDN) report.

Asustek shipped 10.4 million OBM motherboards globally in the first half of 2014 and aims to ship 22.1 million units for the whole year, the paper said.

The price cut may impact sales of Gigabyte Technology's motherboards, especially in the China market. Therefore, Gigabyte's global motherboard shipments for the third quarter may fall below its goal of 5.5-6 million units at less than 5.5 million units, and for 2014 from 21.5 million units to 20 million units, the paper indicated.

ASUS lowers motherboard prices by five to ten percent