Software giant Microsoft is to take its own-brand stores into Asia as it aims to engage directly with customers.

The South China Morning Post reports Microsoft plans to open first own-brand store in Hong Kong to be later expanded to the mainland.

“There should be no doubt that Hong Kong deserves a Microsoft store,” said chairman and CEO for Greater China Ralph Haupter. “The mainland deserves to have a Microsoft store as well.”

The move will see the company competing head-to-head with tech giant Apple which operates 11 own-brand stores in Hong Kong and the mainland.

Haupter, declined to reveal precise details of the first opening, saying only that the company is working on it.

For the meantime, Microsoft has set up “experience zones” within PCCW-HKT stores to enable customers to familiarise with Windows 8-operated computers, tablets and smartphones.

Microsoft currently operates 78 own-brand stores in the US, Canada and Puerto Rico.