Microsoft’s strategy to expand its market in China

26/05/2018

 

From the AI developers’ conference in Beijing on May 21, executive from Microsoft reveal more ways to work with the Chinese government and conquer the Chinese market

 

For Microsoft, the Chinese market is fundamental. For this reason Microsoft is continuing to integrate and adapt its services in China.

According to management forecasts, if Microsoft wants to conquer new customers, it must triple the data centres, enhance cloud services, create software tailored to the needs of the government and the voice assistant XiaoIce must learn how to convert books into audio shows completely dramatized for Chinese children.

Alain Crozier, chairman and CEO of Microsoft Greater China Region, said: “We’re the first global cloud partner to provide a fantastic, compliant and legal cloud with Azure and Office365 in China. With Windows 10 Government Edition we are designing the first ever Windows 10 for government and SOEs”.

In particular, Alain Crozier refers to Microsoft’s Azure, which is in direct competition with fast-growing national suppliers such as Tencent Cloud, Baidu Cloud and Alibun Aliyun. If Azure wants to compete, it must adapt to government regulations.

 

According to Crozier, China is the largest market for Microsoft’s cognitive services

 

Furthermore, Microsoft knows that if it wants to enter the Chinese market, it must also collaborate and build strong relationships with the academic world. For this reason, the software giant is creating an open AI platform with Peking University, Zhejiang University, Xi’an Jiaotong University and the University of Science and Technology of China.

Microsoft has great potential, just think of its voice recognition. Dr Huang Xuedong, who leads Microsoft’s speech and language research, has an AI translation services who began the first to surpass professional human translators in double blind testing.

 

Huang stated that his company’s microphone technology is now the most advanced in the world

 

Obviously, if Microsoft wants to have a strong impact on the Chinese economy and society, it must adapt its flagship products. And somehow, it’s already doing it.

PowerPoint, for example, can now use AI, a ground where China is leader, to recognize what is in the images loaded into its slides and offer automatic resizing and optimized layouts.

 

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