The tablet is a stepping-stone for Microsoft toward mobile Internet. The company's trump card is Windows 8, an operating system that the executives expect can compete with Google's Android and Apple's iOS.

In this respect, Surface is the most expensive advertisement Microsoft has invested to promote Windows 8, the company's latest operating system that could run on different types of devices including PCs, tablets and smartphones.

"Microsoft hopes Surface can motivate, inspire and attract other original equipment manufacturers, or OEMs, to develop Windows 8-based devices in all kinds of ways," Haupter said.

As other manufacturers join the fray, iPads will face challenges from a group of Windows 8-based devices.

"I think all the OEMs are excited and totally committed to Windows 8 because it provides them with an opportunity to develop a broad band of devices running the same operating system," Haupter said.

Although Surface may compete with other OEMs' products in the short term, the device will help Windows 8 to establish its own ecosystem and lure more customers in 2013, said Scott Lin, Greater China president of Taiwan-based computer manufacturer Acer Inc.

Microsoft has certified 1,500 devices running Windows 8 for the global market over the coming months, said a company report.

Chinese customers are starting to see Microsoft moving from operating systems toward a broad environment of different experiences, said Haupter.

"I want the customers to know that we have some interesting and cool products for them because China's consumer IT market is driven by pure natural interest," he said.

'Dynamic' and 'diversified'

Haupter's understanding of China did not develop until the seven-year veteran of Microsoft received the news in April 2012 that he was being promoted to corporate vice-president to head the Chinese mainland, Taiwan and Hong Kong markets, replacing Simon Leung.

Analysts believe it is a perfect time for Microsoft to name a new head in China because the company is planning big moves across the nation.

"China represents an unprecedented opportunity for growth across the breadth of our business ... as Microsoft looks forward to our next wave of growth and innovation and considers the new leaders a great complement to the existing team," said Jean-Philippe Courtois, president of Microsoft International.

Microsoft has traditionally chosen its China head from local markets. All of Haupter's six predecessors were ethnic Chinese.

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