Written by: Editor
7/29/2009 8:40 AM

With approximately 650 million subscribers, China is the largest mobile market in the world. With that sizable opportunity as a backdrop, Microsoft is working to understand the way that Chinese culture shapes the ability to effectively market mobile devices. To do so, the company is following an approach that emphasizes deeply understanding the characteristics of the Chinese market, say Sin Lew and David Lindheimer, respectively the general manager and the director for the Microsoft China Research and Development Group. At the moment, the vast majority of China’s millions of wireless customers use China Mobile, which controls 70 percent of the market. Lew and Lindheimer say that there’s plenty of room for Microsoft to enter the game. But it will take a solid understanding of local users’ requirements. Lindheimer says that his time spent in China has given him a good idea of both the potential and the complexity of the market. “There are lots of big, hyperbolic claims made about China,” he says. “But one thing I’ve learned living there for a year and a half is that with every layer you peel back, you learn a little bit more and get to the deeper truth.”

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