Microsoft Unveils First Lumia Windows Phone Without Nokia’s Branding
Microsoft jumped to save the slowly drowning Nokia in April, and has since been trying to give it CPR by launching new Windows Phones time and again. Lumia 520 was replaced by Lumia 530, while Lumia 830 sent headlines everywhere as the successor of Lumia 820, a mid ranger. It then went on to launch Lumia 730 and Lumia 735, for those who wanted new flavor.
Now settled under Mama Microsoft’s wings, there is something new to look forward to in Windows Phones, apart from the updated versions of Lumia 1320 and Lumia 1520 phablets. So next week, Microsoft will be unveiling yet another Lumia Windows Phone – this time with its own branding, instead of Nokia’s.
End of October, Microsoft announced that it was to ditch the Nokia brand from now on, for upcoming Lumia Windows Phones. In short, “Nokia” will be used for dumb phones, while Microsoft will use the Lumia brand for all upcoming smartphones.
It came as a shock to many Nokia users – present and ex – since the first ever phone we all had was of Nokia. But this fact had been revealed back when Microsoft acquired Nokia.
“Microsoft has agreed to a 10 year license arrangement with Nokia to use the Nokia brand on current Mobile Phones products. Nokia will continue to own and maintain the Nokia brand. Under the terms of the transaction, Microsoft has agreed to a 10 year license arrangement with Nokia to use the Nokia brand on current and subsequently developed products based on the Series 30 and Series 40 operating systems”, specifies the sale announcement.
For now, Microsoft can only use the Nokia branding for “current” Lumia Windows Phones. Since the upcoming smartphone has been built from scratch after the acquisition, it will be the first Lumia Windows Phone in the history of exclusively Microsoft brand.
Microsoft has always been reserved regarding its upcoming devices. So it is not a surprise that the teaser for the new Lumia Windows Phone just shows the release date and a corner of the phone, telling us it’s in orange.
From what we can judge, this is likely not a flagship or well, premium offering, since the “elite” Lumia Windows Phones have been square cornered – not rounded like this one. Moroever, the subtle yet obvious focus on the front camera suggests it may be a “selfie phone.”
Stay tuned as we dig deeper to find what treasures Microsoft has buried within this Lumia Windows Phone.