Overview

 
Microsoft Advanced Technology Center (ATC) started with a vision of building a leading Microsoft engineering organization in China developing strategic and innovative products for the world market. It is an organization focused on the creation of revolutionary technologies and the development of core product concepts. ATC is one of the core Microsoft China Research and Development Groups. Founded November 2003, ATC conducts research and development activities in both Beijing and Shanghai. Leveraging the huge talent pool of software developers in China, the center has assembled a team of close to 400 highly motivated, talented, and extremely passionate people. Scores of technologies have been transferred into products like Windows Vista, Office, X-Box, and Tablet PC. In addition to producing key technologies, ATC also licenses some of its technologies to local Chinese partners, helping to build the local Chinese software ecosystem. ATC’s startup culture is what makes it unique. ATC does not just start a team with a particular assignment. The center has built and is building a process that combines new method of innovation, execution of global product development, and new ways of training people. ATC is aiming to be the “Huangpu Military School” of software engineering in China.

 
Development Directions

 
Presently, ATC mainly focuses on the following four major areas:

 
 Web Technology

To meet the demands of global clients, Microsoft wants to develop the next generation of Internet technology with stronger data processing ability, greater intelligence and optimized structure. Presently, commercial organizations and individuals need to organize, screen and handle information resource distribution in all corners of the world. The goal is to efficiently cut down operational costs, uplift the efficiency of business application and obtain rich and wonderful online communication experiences. Currently, as one of the participants of Microsoft’s Web product, ATC is making an in-depth development on one of Microsoft’s strategic businesses--- adCenter, the next generation of online advertisement, product search and multi-media search.

 
 Mobile Technology

Microsoft attaches importance to R&D of the next generation of mobile technology and products. China has the biggest mobile communication market in the world and has created multiple mobile application components. ATC is leading the emerging-market of mobile products and boosting Window Mobile to obtain success in China. Presently, MTC is dedicated to exploring mobile computing/telecom technologies (especially multimedia technologies) in cooperation with ATC and various Microsoft product teams. For example, 3G networks, mobile multi-media processing and management and human-machine interface. A multitude of achievements are reflected in such products as Windows Mobile 5.01/5.1/6.0. In addition, ATC is also cooperating with China’s communication carriers and OEM to develop related technical standards for mobile communication, hardware and software products and services.

 
 Digital Entertainment

The network-based next generation digital entertainment technology will bring people into a fresh customized digital entertainment era. The entertainment and equipment department, one of the three major business departments, is making efforts to achieve this. ATC has participated in developing key technology and platforms for Microsoft’s online digital entertainment (XBOX Live). The strategic deployment’s gaol is to bring more games and entertainment to different platforms (PC and domestic game player) as well as users from different regions.

 
 Emerging Market

China has a great domestic market of IT hardware and software---the largest client groups of mobile devices and electronic products for consumption, and the second largest client groups of PC and Internet. User requirements with obvious regional features (SMS, online games) have created unique business styles. It brought forth limitless business opportunities for technological integration. Based on this huge market, ATC is actively participating in a strategy for the emerging market of Microsoft and developing more competitive technologies, products and services. Presently, ATC’s technology and product incubation team and emerging market team are planning for this, and have achieved great results. As for PhonePlus, compared with the high-priced PCs, mobile phones have a lower possession cost and a bigger user group. ATC hopes to develop innovative products enabling mobile phone users to enjoy a PC application experience based on the Windows Mobile platform.