I can only speak about Brazil because that's what I see here.
Ms reduced their retail presence a lot with our financial/political crisis, but before that they had stores anywhere, other retailers used to have a way bigger xbox area than ps4. Now it's more evened out, but the price gap is still high. Digital only games have a huge difference (sometimes it's half on xbone compared to Ps4), and sony doesn't do a thing to address that despite fans and the press asking them about it.
Xbone was also fabricated here which helped bring the prices down compared to Ps4, now it's more evened out, but xbone is still cheaper on both the "official" market or importing directly.
Ms Brazil also engages a lot with the public, they make events for every big launch, for instance just last week they invited fans from around the country to watch the E3 conference live, with free travel, stay, and food. Gave some freebies, made some cool announcements (Xbonex will launch here this year, and they are trying to get day and date with the US, on contrast Ps4 Pro isn't launched here officially yet, so even if you buy on a store with receipts you can't use Sony assistance if anything happens).
Overall, Brazil feels like it's an huge market for Ms, and they definitely engage with us.