Siemens and Fujitsu in computer alliance

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MUNICH--Siemens and Fujitsu have launched a joint venture company in Europe in a bid to become the world's third largest computer company after Compaq Computer Corp. and IBM Corp.

Fujitsu Siemens Computers will be launched in October and expects to achieve sales of $8 billion in its first year. It is understood the joint venture will operate from the Netherlands.

It is widely known that Siemens had been looking for a joint-venture for some time and was even planning to sell its computer business to the Taiwanese firm Acer.

Siemens and Fujitsu reported annual sales last year of $4.4 billion and $2.2 billion respectively.

The first new ad by the new company appears today in the German press. The ad is understood to have been created in-house.

A future advertising review is likely. Siemens employs several agencies, including Publicis MCD Munich. Fujitsu has worked with a small, unnamed local agency in Germany.

Copyright June 1999, Crain Communications Inc.

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