During a press conference at the CeBIT technology show, Shih said that the manufacturer would concentrate on its 10-inch netbooks, which he said customers preferred. He denied recent reports that Asus would phase out its 8.9-inch netbooks.
"It seems that customers prefer to have a greater screen, which also means a larger keyboard," Shih said. "I still believe we have a good opportunity in 8.9-inch for kids, telecoms [providers] or emerging markets. The 7-inch is going to be phased out, although some emerging countries may still have some demand."
Asus has previously had to deny rumours that it would remove all its sub-10-inch netbooks from its range. In November, it said both its 8.9-inch and 7-inch netbooks would survive with refreshed specifications.
At CeBIT, which is taking place in Hanover, Germany, Asus showed off a variety of new and recently announced products. It offered up an Eee Videophone, an Eee NAS PC and several new laptops, including the Eee PC Seashell 1008HA, which is a 25mm-thick, 10-inch-screen version of the Eee netbook design.
Asked whether Asus was at risk of diluting the Eee brand, which started life with what was effectively the first mass-market netbook, Shih said Asus did not want to "treat [the brand] like a low-cost notebook concept".
"The PC has to proliferate into [other] digital appliances," Shih told CNET UK's sister site ZDNet UK. "It will enable far more people to enjoy the digital life. 'Eee' is a sub-brand to enhance the Asus brand, but also with a little bit of differentiation."