Microsoft announced a new move designed to emphasize its commitment on the Chinese market. In this regard, the Redmond company created the Chief Operating Officer role in the Microsoft Greater China Region, and appointed Eugenio Beaufrand to the new position. Beaufrand is a Microsoft heavy-weight and a long-time veteran, having started its collaboration with the company more than 23 years ago. For his part, Beaufrand will transition from his current role of Vice President, Microsoft Latin America to Microsoft Greater China Region. The company's strategy to increase its focus on the Chinese market is understandable since the sales and revenue in the Greater China Region have indicated an accelerated growth, outweighing all other Microsoft results from countries around the world.

"We're thrilled to have Eugenio join our team during this time of rapid growth in the Chinese market," said Ya-Qin Zhang, corporate vice president and acting CEO for Microsoft Greater China Region. "Eugenio was selected for the role given his deep Microsoft and international experience. His unique background will be a great complement to the deep, local knowledge of our leadership team here in the market."

"The position of Chief Operating Officer is being newly established in Microsoft GCR, and is a testament to our plans for long-term investment in the region," added Jean-Philippe Courtois, president, Microsoft International. "We are excited to be part of China's drive to become one of the world's leading innovation economies and are committed to excellence in all of our operations here. I'm confident that in partnership with the local leadership team, Eugenio's unique combination of skills and expertise will help ensure Microsoft's continued success and contribution in the region."

As Chief Operating Officer of the Microsoft Greater China Region, Beaufrand will be responsible for sales, marketing, and services operations. But according to Microsoft, Beaufrand will have to (first of all) focus on continuing the expansion of the company's presence in the region. The fresh blood delivered to Microsoft Greater China Region, comes at less than a month since the company's Chinese branch lost its head, Timothy Chen which resigned towards the end of September. Beaufrand will therefore respond directly to Ya-Qin Zhang.