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Microsoft, HP, Lenovo, Intel And Dell Join Forces In Unprecedented Cross-Vendor Windows 10 PC Push

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Microsoft, Lenovo, Intel, Dell and HP are reportedly teaming up for a joint advertising push, marking the first big effort of this kind to promote Windows 10 PCs.

This massive cross-vendor advertising effort is unprecedented, with the PC makers gunning to put Windows 10 PCs against Apple's offerings. The ad campaign reportedly aims to make consumers more aware of what new Windows 10 PCs have to offer.

The campaign's slogan will be "PC Does What?" suggesting consumers' amazement at what modern PCs can do. Re/code reports that the companies will publicly announce this new campaign on Thursday, Oct. 15, on a Webcast starring the marketing executives from Microsoft, Dell, Intel, HP and Lenovo.

According to the report, this massive cross-vendor ad campaign will consist of a set of TV, online and print advertising, aiming to convince consumers in the U.S. and China that modern PCs are now far more powerful than the older machines many households may still have.

It remains to be seen, however, whether this big advertising push will manage to drive a significant increase in PC sales. PC shipments have declined by as much as 7.7 percent and consumers now seem more interested in purchasing mobile devices such as smartphones and tablets, in the detriment of PCs. Investing in a bigger campaign makes sense, but it may not be sufficient to curb declining PC sales.

"Intel and Microsoft are providing the bulk of the funds for this effort, but Dell, Lenovo and HP are also kicking in ad dollars," reveals Re/code. "Sources declined to say just how much is being spent, but one described it as a 'sizable' campaign, commensurate with promoting a $300 billion per year industry."

Nevertheless, this cross-vendor collaboration should help boost the appeal of PCs, as well as ease concerns that PC makers are upset with Microsoft over the Surface Book launch.

Recent reports claimed that Microsoft took PC manufacturers by surprise with its Surface Book, dubbed the "ultimate laptop," pulling a "friendly fire" scheme similar to the one it pulled when it entered the hardware market with its first-generation Surface line. The joint partnership doesn't exclude the possibility that PC makers may have a bone to pick with Microsoft, but proves that they can still unite for a greater good.

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