Microsoft also confirm to The Verge that other countries will follow the rebranding steps in the coming weeks.
Microsoft's decision to drop the Nokia brand itself doesn't mean that Nokia is going away fully. Nokia still exists as a separate company without its phones business, and the Finnish firm now focuses on mapping and network infrastructure. Microsoft's choice to use Lumia as the Nokia replacement won't come as a surprise to many. Nokia's Windows Phone apps have been rebranded to Lumia recently, and holiday ads will be pushing Lumia instead of Nokia.
What's not clear is how Microsoft will handle the branding on its future Windows Phone. Existing Lumia devices carry the Nokia logo at the front and back typically, and Microsoft could opt for just Lumia or Microsoft at the front and back, or even the lengthier Microsoft Lumia combination. We'll likely have to wait until Microsoft announces a new Lumia after the rebranding exercise to understand exactly how the company will label its future Windows Phones.
For many of us it’s a name synonymous with mobile phones, but Microsoft is now officially axing the Nokia brand in favour of its own Lumia range of Windows smartphones.
The tech giant bought Nokia’s mobile division back in April for $7.2bn (£4.6bn) along with a 10-year deal to use the Finnish company’s name on smartphones.
Now, however, it seems Microsoft wishes to push its own Lumia brand, the most successful iteration of the company’s Windows Phone OS – rival to Google’s Android and Apple’s iOS systems.
Microsoft confirmed to tech site The Verge that the phasing out of the Nokia brand would begin in France before spreading to other companies.
It’s clear what the ‘last’ Nokia phone will be, with Microsoft announcing the Nokia Lumia 730 and 830 last month.
The Nokia name will carry on, with the company providing telecoms networks and hardware – not mobiles – and its presence will still be felt on some smartphones thanks to its mapping business and app known as Here.
The tech giant bought Nokia’s mobile division back in April for $7.2bn (£4.6bn) along with a 10-year deal to use the Finnish company’s name on smartphones.
Now, however, it seems Microsoft wishes to push its own Lumia brand, the most successful iteration of the company’s Windows Phone OS – rival to Google’s Android and Apple’s iOS systems.
Microsoft confirmed to tech site The Verge that the phasing out of the Nokia brand would begin in France before spreading to other companies.
It’s clear what the ‘last’ Nokia phone will be, with Microsoft announcing the Nokia Lumia 730 and 830 last month.
The Nokia name will carry on, with the company providing telecoms networks and hardware – not mobiles – and its presence will still be felt on some smartphones thanks to its mapping business and app known as Here.
Windows Phone meanwhile continues to struggle against iOS and Android, with global market falling to 2.5 per cent. Microsoft will be hoping that Nokia’s ever-popular range of capable, low-end devices will eventually shuffle users in developing markets onto its OS, but nothing looks like it will shake Android and iOS in the high end.
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