Story image

Microsoft to kill off Nokia branding on mobile devices

24 Oct 2014

The Nokia brand is officially out of the mobile phone game.

Microsoft has announced that it is officially phasing out the Nokia brand from its phone business, less than a year after it acquired the Nordic phone maker.

The announcement was made via the Nokia France Facebook page, which advised followers that it will be changing its name to Microsoft Lumia in the coming days.

Microsoft subsequently confirmed the name change, which comes six months after the completion of its US$7 billion purchase of Nokia’s handset business.

When Microsoft purchased the Nokia smart devices and mobile phone business, it purchased the Lumia and Asha brands from Nokia but only licenced the Nokia brand. New Nokia Lumia phones will instead be known as Microsoft Lumia, the company said.

The move has come as no surprise to some as the Nokia brand has declined to nearly oblivion over the last decade. The emergence of the smartphone is largely attributed to the brand’s decline after holding close to 50% of the market, according to historical data from Gartner.

Along with Nokia, the Ericsson brand also disappeared after it exited its joint venture with Sony. Only Motorola remains of these three brands the dominated the mobile phone business.

Microsoft clearly feels the need to simplify its smartphone branding, and the Nokia brand is just one casualty. Another motivation may be to avoid confusion with Nokia Networks. The network, systems and mapping provider was not part of the Microsoft deal. The parts of Nokia that were not bought by Microsoft will continue to use the name.

The renaming will roll out globally in due course, Microsoft has said.

This Iron Man drone wants you to fly like a superhero
Iron Man must be one of the most popular superheroes of 2019 – because this year he has been transformed into a robot, and now he’s styled as his very own drone.
HP back on board with Emirates Team NZ
HP 3D print technology will supposedly help the team innovate at speed.
Do you use the Peel Smart Remote app? Delete or update it now
Peel Smart Remote could leak your personal pictures, information, and documents to an unknown server.
How printing solutions can help save the planet
Y Soft has identified five key ways organisations can become more economical and reduce their environmental impact.
Information is power when choosing electricity plans
While 90% of respondents knew their average power bill over the summertime, more than half didn’t know their kilowatt hour (kWh) price, or their monthly usage amount. 
A quick look at Haier & LG's take on the smart home revolution
Haier is going all-in on the smart home revolution – and it believes your home should be smart all the way from the laundry to the bedroom.
An 8K TV for $80,000? Samsung has you covered
8K televisions have landed in New Zealand, but they come with eye-watering price tags of up to $80,000.
Scammers targeting more countries in sextortion scam - ESET
The attacker in the email claims they have hacked the intended victim's device, and have recorded the person while watching pornographic content.