HP, Lenovo, Dell Unite in $70 Million PC Ad Campaign
Those are the types of benefits the vendors hope to highlight with the new ad campaign, which has been in the works since June. The vendors are focusing on the United States and China because those two regions account for more than half of all PC sales, Intel's Fund said. The goal is to run the campaign into the Thanksgiving timeframe, hopefully stirring up buyers' interest as during the holiday shopping season. The companies—which are more accustomed to competing fiercely with each other than working together—also will continue to individually advertise their own products. It won't be easy. The decline in the global PC market has been fairly steady, except for a temporary slowing last year when Microsoft ended support for the aging Windows XP operating system, forcing a large refresh by business users. In the latest quarter, shipments worldwide fell between 7.7 percent and 10.8 percent, according to analysts from Gartner and IDC. Analysts expect the combination of Windows 10 and the Skylake chips eventually will lead to a turnaround in the industry, with shipments increasing, but that probably won't come until later next year. Until then, the work will be around getting systems onto the market and ramping sales."An industry that sells a couple million PCs a year is not a dying industry," Quintos said. "The role of the PC is so fundamental. … It's time to highlight that to customers." Patrick Moorhead, principal analyst with Moor Insights and Strategy and the moderator of the streamed panel discussion, said he has been impressed with capabilities and features in the new systems. "The PC … is dramatically different than what it was," Moorhead said.
That said, some of the company officials pushed back at the idea that the PC market is in a death spiral.