Microsoft to Drop Nokia Name in Favor of ‘Microsoft Lumia’
It’s been a long time coming, but Microsoft has finally decided to drop the Nokia brand name, once and for all.
The news comes from Nokia France’s Facebook Page, which said in a post that the account will soon be rebranded as “Microsoft Lumia.” Microsoft confirmed to the Verge that the name change will apply across product branding, social media accounts and all online presence around the world in the coming weeks.
Ever since Microsoft acquired Nokia’s Devices & Services division back in April for $7 billion, the Nokia brand had been fading away. During the past few months, we’ve seen a gradual shift from Nokia.com to Microsoft Mobile Devices website, and the transition will continue in the coming days with Nokia France being the first to adopt rebranding for its social media accounts.
Last month, Microsoft hinted its plans to phase out Nokia and Windows Phone brands during the Holiday campaign. It won’t come as a surprise considering some of the company’s recent promotions though.
Microsoft’s latest commercials for the Lumia 930 fail to mention Windows Phone at all, and the same happens during the 30-second promotional ad for Cortana, where the company doesn’t mention Windows Phone apart from a small URL.
Likewise, Nokia’s Windows Phone apps have been rebranded to Lumia in recent months, and as said earlier, Microsoft will replace Nokia with Lumia in its marketing content.
Of course, Nokia will continue to operate as an independent company, and it is now focused on three main businesses: Its network infrastructure services, its Here mapping unit and its patent licensing operation. Microsoft has only acquired full rights to the phone business of the Finnish company as part of the deal.
But, why does Microsoft feel the need to transition away from the Nokia Moniker? Perhaps Microsoft wants to clear up any confusion between its Windows Phone devices and Nokia’s other current businesses, so that it could simplify its smartphone branding. And, using “Lumia” as a brand name seems to be a perfect choice, because it has been unique to Windows Phones from the beginning.
What’s not clear is how Microsoft will label its future Windows Phones after this rebranding decision. Will it opt for just Lumia or Microsoft at the front and back, or use the Microsoft Lumia combination, instead of the Nokia logo? We’ll only get to know this secret once Microsoft announces its new WP handset.
For Microsoft, the real concern is, however, how the company could break the iOS/Android “duopoly” and boost the sales of its Windows Phones.