Microsoft opens Surface flagship store in Taiwan

07/06/2018 07:07 PM

Taipei, July 6 (CNA) U.S.-based Microsoft Corp. opened a Microsoft Surface store in Taiwan on Friday, the tech giant's ninth dedicated Surface store in Asia.

Microsoft's first Surface store in Taiwan is located in Taipei's Xinyi District and showcases the U.S. firm's touchscreen Surface PC series and peripherals along with gaming console Xbox and gaming content items.

The flagship store is expected to serve as a venue for consumers in Taiwan to experience both Microsoft's hardware and software development, and it will also enable new Microsoft devices to make their debut in Taiwan and globally simultaneously, the company said.

The Taipei store, with 21 pings (one ping equals 3.3 square meters) of floor space, is the ninth dedicated Microsoft Surface store in Asia and the 14th worldwide.

Of the previous eight stores in Asia, five have been set up in Japan and the others are in China, Australia and Singapore, according to Microsoft.

Chang Chia-hao (張家豪), a manager in Microsoft Taiwan's consumer product distribution and marketing division, said the presence of Taiwan's Microsoft Surface flagship store reflects the high hopes the company has for Taiwan's market.

It is also evidence of the emphasis Microsoft is putting on the consumer experience in Taiwan, Chang said.

Microsoft is selling its Surface series in Taiwan for the fifth year this year. In April, it introduced the all-in-one Surface Studio PC to the Taiwan market before the 13-inch Surface Book 2 and the 15-inch Surface Book 2 notebook computers went on sale in Taiwan in February and March, respectively.

According to Microsoft, sales generated by the Surface series in Taiwan have been growing by 10-20 percent a year.

Hsueh Wei-hung (薛偉鴻), vice president of Microsoft Taiwan's consumer product distribution and marketing division, said he has faith sales of the Surface series in Taiwan will grow at an accelerated pace this year because of the new store and new products in the market.

(By Jeffrey Wu and Frances Huang)


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