The first Microsoft tablet was sold in Beijing today.
According to Microsoft Corporation (NASDAQ:MSFT)’s chief executive officer in China, Ralph Haupter, “This is the first place in the world where people will be able to get Surface devices in their hands. Having it here in China is addressing the capability of the China market, the fact that we produce these devices here and can bring it to a big, big addressable consumer market.”
This could prove to be an advantage for Microsoft Corporation (NASDAQ:MSFT), especially since China is usually one of the last countries to receive new Apple products. If Microsoft can prioritize China, they might get ahead in the competition. Apple Inc. (NASDAQ:AAPL) released the iPad 3 in the United States back in March, they then released it in China four months later.
Sterne & Agee anaylyst, Shawn Wu, thinks that won’t be enough for Microsoft. He said, “I would agree that launching in China makes sense, but Apple Inc. (NASDAQ:AAPL) is already there with the third-generation iPad. At the end of the day, the product has to appeal with its usability and ecosystem, and it isn’t clear that Microsoft Corporation (NASDAQ:MSFT) can deliver.”
Suning Appliance Company will continue to sell the Surface over 500 locations in China. Microsoft Corporation (NASDAQ:MSFT) is holding more events in Shanghai, Shenzhen, Nanjing, and Guangzhou.
Over 600 people lined up outside the Beijing store at midnight, in order to obtain their number to purchase the tablet. Chen Shi and Zhou Qiachaun were the two first respective buyers of the tablet.
Chen explained why he was happy with Microsoft’s decision, “This shows the proper respect for the China market, which Apple Inc. (NASDAQ:AAPL) doesn’t always do. China is a great consumer market, and that needs to be recognized.”
Microsoft Corporation (NASDAQ:MSFT)’s decision to release the Surface in China garners them points with the country’s consumers, but that’s still no indication of success elsewhere.