Import Excel Data in SQL Azure

Question

In our application the requirement is that user can browse excel file(predefined format) and upload data to sql server database.

In on-premises we have done this with linked server.

But how to do this in sql azure.

I have gone through the following links
http://www.microsoft.com/en-us/sqlazurelabs/labs/datatransfer.aspx

http://social.technet.microsoft.com/wiki/contents/articles/5847.microsoft-codename-data-transfer-tutorial.aspx

But this links specify the UI which directly logon to SQL Azure and import the data.

But our requirement is that we want to do this action(and also perform some data validation- which we have done in on-premises database in stored procedure) programatically.

Is is possible in Windows azure(by importing any namespaces)