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Microsoft Corporation (MSFT) Wants PC Makers to Relax

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Microsoft Corporation is uniting PC makers in a bid to stay relevant, Re/code reports.

It’s widely known that the PC industry is in a slump. Sales are down, and have been for quite some time now. The reasons are not hard to find. The PC is not as important as it used to be. With mobile devices becoming powerful by the day, many users wonder why they ever needed a PC.

 

Microsoft Corporation (MSFT) Surface Book

Microsoft Takes the Lead

Microsoft Corporation understands this rapidly changing user psyche. No wonder, it has taken the lead in uniting Dell, HP, Lenovo and Intel for a “PC Does What?” advertising blitz that will showcase what newer computers are capable of doing.

The campaign, involving TV commercials, online ads and print ads, will promote Windows 10 devices.

Re/Code revealed that the ad will be aired simultaneously in the U.S. and China, with the aim of showing how Windows 10 can power PCs to do so much more than current devices.

Microsoft Corporation , along with its partners, is expected to officially launch the “PC Does What?” campaign at a special webcast event today. The primary focus will be the flexibility and versatility that Windows 10 brings to modern machines.

The latest marketing push sounds a lot like the PC industry’s belated reply to Apple’s popular “Get a Mac” campaign than ran until 2009. In those ads, Justin Long and John Hodgman played a young, hip Mac and, a stodgy PC, respectively.

Can it stem the slide?

It’s no big secret that the above firms could all benefit from selling a few more desktops and laptops (just look at Intel’s quarterly results). Gartner forecasts PC shipments to drop by 5.3 percent to 214 million units in 2015.

Historically, much of PC-related ads have been subsidized by Microsoft and Intel, who work with much bigger profit margins compared to hardware makers. But typically they work with PC makers on a one-on-one basis rather than as a group. All of them getting on board a unified campaign is definitely a first.

Re/Code sources didn’t disclose how much was being spent. Though, the article said the campaign will be “sizable” enough to commensurate the endorsing of a $300 billion annual sales industry.

The ad has been in the works for some time now. In fact, Re/Code says that it predates the unveiling of Microsoft’s Surface Book. The device reportedly caused quite a lot of concern among PC makers. They argued that the Redmond-based software giant was looking to steal business from them.

Maybe, the new ad is Microsoft Corporation ’s way of trying to placate its partners.

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