Partner Case Study | United Technologies

Founded in 1994, United Technologies (Int’l) Ltd. is a prominent provider of IT services and accounting solutions based in Hong Kong. The company joined the Microsoft Marketplace Rewards programme to tap into the global marketing power of Microsoft, which is a vital step in its journey to grow beyond the Guangdong-Hong Kong-Macao Greater Bay Area. By the end of 2025, United Technologies optimised its listings and issued press releases to promote SmartBusiness, an ABSS (formerly MYOB) accounting solution built on Microsoft Azure. As a result, the company experienced a remarkable 20% month-over-month rise in page visits and saw conversion rates for calls to action soar to 65% from qualified leads.

United Technologies offers expert consultancy services in ABSS, providing cost-effective, comprehensive IT business management solutions, including SmartBusiness, which integrates retail and wholesale operations with ABSS accounting systems.

Prior to joining the Marketplace Rewards programme, United Technologies relied heavily on traditional marketing strategies and word-of-mouth referrals to sell and provide certified technical support for ABSS accounting software to over 10,000 clients across retail, wholesale, and professional services sectors in Hong Kong. The company’s core aim is to act as a long-term strategic partner for businesses, guiding clients towards digital transformation and a sustainable future.

Recognising the need for a more robust platform to boost growth, stay competitive, and adapt to evolving customer buying behaviours, United Technologies joined the Marketplace Rewards programme. This decision built on their long-standing partnership with Microsoft and its deep integration with Microsoft technology.

“The Microsoft Marketplace Rewards programme has truly sparked our international expansion. By managing the complex deployment and payment processes effortlessly, Microsoft enables us to concentrate on what we excel at—delivering intelligent business solutions,” said Sunny Yaury, Business Director at United Technologies (Int’l) Ltd.

Through Marketplace Rewards, United Technologies gained valuable guidance and a wealth of resources to effectively market their applications on the Microsoft Marketplace. The activities offered through this programme led to significant and measurable outcomes, helping the firm secure its first deal in new markets.

From the outset, United Technologies benefited from tailored recommendations from Microsoft on how to enhance their marketplace offer page. By utilising press release support, including a quote from a Microsoft executive, the company improved the announcement of SmartBusiness’s availability on the Microsoft Marketplace.

In the first quarter following their implementation of Marketplace Rewards, United Technologies noted a consistent 20% month-over-month increase in page visits. This upward trend indicates sustained traction within the Marketplace. Additionally, the conversion rate for calls to action to qualified leads climbed to an impressive 65%.

“Thanks to the Microsoft Marketplace, we can confidently reach new customers across different regions. The seamless deployment and trusted payment processes provided by Microsoft have effectively removed the barriers we once encountered when expanding beyond Hong Kong,” Yaury remarked.

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Frequently Asked Questions

1. What is the Microsoft Marketplace Rewards programme?

The Microsoft Marketplace Rewards programme is designed to assist companies like United Technologies in reaching new customers and expanding their market presence through effective marketing and support.

2. How does SmartBusiness help businesses?

SmartBusiness integrates retail and wholesale operations with ABSS accounting systems, providing efficient business management solutions tailored to different sectors.

3. What benefits did United Technologies see from joining the programme?

United Technologies experienced significant increases in page visits and conversion rates, enabling them to secure their first deals in new markets, thanks to the expert guidance and resources provided through the programme.

4. How can I get involved with Marketplace Rewards?

To participate in the Marketplace Rewards programme, businesses can apply through Microsoft’s official channels and explore partnership opportunities that suit their needs.

5. How can I improve my company’s presence on the Microsoft Marketplace?

Consider optimizing your marketplace offer page, utilizing press release support, and actively engaging with available resources to maximise visibility and enhance customer engagement.