standard Exclusive: Nokia, Windows Phone Brands to be Replaced By Microsoft, Windows

AliSeptember 10, 201498 Comments

A confidential internal document we received has shed some light on the future of devices produced by Microsoft Mobile, formerly Nokia’s devices and services division. It’s no secret that Microsoft are trying to hide the Nokia name from products, ever so slowly, regional Nokia.com sites have already begun redirecting users to Microsoft owned pages; and the word “Nokia” is hardly ever mentioned when referencing new devices.

Now we can confirm that Microsoft will be completely dropping the “Nokia” branding from their devices, leaving “Lumia” as the hero brand for upcoming devices. In fact we understand that the Lumia 830 and Lumia 730 will be the final two devices to launch with “Nokia” branded on the phone. Future devices will most likely carry the “Microsoft” name along with “Lumia”.

Furthermore the document also reveals that Microsoft is shying away from placing the Windows Phone logo next to their devices in promotions and advertisements, and will instead place the standard Windows logo alongside them (sans the “Phone”). In fact we understand, from a source with knowledge of the plans, that this is part of the preparation to leave the “Windows Phone” logo behind, as part of a gradual phase out of the Windows Phone name (and OS) which will merge with the desktop version of Windows in the upcoming updates (i.e. no Windows Phone 9).

RDF2

finally. go MS, go
Rob Beijendorf

If there’s a complete cross-compatibility, the decision is sound and the news are excellent.

If not, this is going to cause as much confusion as the whole Windows 8 – Windows RT mess. Or the Surface RT – Surface 2 mess.
vmxr

Finally good news
jiipee

Did the document say anything on the feature phones? It seems that MS will keep them. I’d hope they would also get rid of Nokia name in the low-end.
- TR
  
  Didn’t they say feature phones will be phased out by 2016?
viktor von d.

i don’t want any microsoft branding on the phones. just lumia on the back,replacing the nokia vertical design.and keep the frpnt of the phones logo/name free. the windows logo/home button is enough to signify it’s a microsoft phone. keep it classy ms,just like the surface
whatup12

as long as they bring this to existing WP8 phones through dev preview and eventual updates, i am fine with it. if they ditch most existing users when they upgrade OS, they will lose too many to count. ie, apps stop being updated and eventually you cant even log into skype, etc. So since the core is common, i hope this is as smooth as possible.
Peter

If that is what they want to do (dropping Nokia and Phone) which I am not sure it is a good decision for outside of USA then maybe they should use it like this:

Lumia 4L (Low-End)
Lumia 4M (Mid-Range)
Lumia 4H (High-End)

And next year they go with:

Lumia 5L (Low-End)
Lumia 5M (Mid-Range)
Lumia 5H (High-End)
and so on…
Format: Lumia (Generation) (Low/Mid/High) X
Which X can be letter for carriers if they want to continue this stupid exclusivity trend.
- l33tuc
  
  Do people really not understand the current numbering system? Personally I find it very straightforward… Much like several examples in the automotive industry… The closest comparison I can think of is Peugeot, e.g. 107, 208, 508 etc, the first digit signifies the model bracket, the last two digits signify the generation.
- Larry V
  
  a company doesn’t want to so obviously brand their low end offerings as such. the current numbering system for Lumias does the same thing without making customers feel like the product they’re buying is cheap and low-end, even if it is.
Marc Wielaert

Congrats my friend, quoted and linked by The Verge is no small achievement
Like

Why all of you don’t like Nokia brand?
- Dan Price
  
  I believe they only have rights to the Nokia name for a 10-year period, so using it is only a temporary thing.
Avatar Roku

Look it’s easy to change the name of the OS, but what does this one Windows mean for app compatibility? Will you be able to run most/all modern apps on any Windows device regardless of if it is in the PC or phone app store today? Unifying the app store is the real challenge for Windows 9.
- DrToker
  
  One Store, code once, scale to phone, tablet, PC and Xbox One. That is what they are releasing next spring.
- Ben Adams
  
  Newer apps that are built for it you can: https://dev.windows.com/en-us/develop/building-universal-Windows-apps
Say What

And Microsoft continues to not understand what the problem is. The word “Phone” is not what people have a negative brand perception of. It’s the “Windows” part that scares customers away. It’s associated with viruses, Vista, blue screens of death, cheap hardware, etc. “Phone” is good, people like phones. “Windows” is the tarnished brand…
- Quikmix
  
  no it isn’t. lol. the problem with WP is that MS doesn’t have a coherent strategy for unifying their mobile and desktop platforms. If they could ever solve that issue, then they’d KILL with WP because the vast majority of the world’s desktops is already on some version of Windows.
  - Ben Adams
    
    Yeah they kinda do: https://dev.windows.com/en-us/develop/building-universal-Windows-apps
- dpanch_89
  
  Kinda agree. They should call their next OS “LUMIA”. It’s a much better branding than “windows” which does sound old/horrid.
  Surface is a good brand too. Just waiting for windows 9 or 10, and how the surface phone will be incredible.
- T5Romeo
  
  Actually, it’s you who does not understand the ‘problem’.
  
  It ‘s people being cheap that causes 95% of the problems with Windows. And that will never change, because people won’t change. That’s why Android has obliterated iOS. Because you can get it cheap.
  
  When you spend a decent amount of money on your device, Windows works just fine. Wether that be on a desktop or a touchscreen device. In 25 years I have never used a virusscanner and have never atracted a virus (if you did you shouldn’t have tried to get stuff ‘free’), it’s been a very loooong time since I have seen a blue screen and I can’t even remember what Vista was.
  
  Windows is probably ‘tarnished’ to the ignorant and the short-sighted.
  - Say What
    
    Well then the ignorant/short-sighted must make up 95% of the mobile market so I don’t know what to tell you. People love the way my Lumia 925 looks, hardware and software. When they ask what version of Android it runs and I tell them it’s a Windows Phone their eyes gloss over before the word phone can even leave my lips.
    
    On a side note, in terms of branding do you honestly think Xbox would be as popular as it is had it been called Windows Box? Give me a break.
    - T5Romeo
      
      You are talking about Vista, blue screens and virusses. None of them have anything to do with the mobile market.
      But that percentage sounds about right.
      
      Windows is small in the mobile market, because they were late. And because you can get droid cheap. The small part of the mobile market Windows has regained is mostly because of the cheap phones. Which kinda does prove my point.
VIDGMER

Windows LUMIA
T5Romeo

Anyway, too bad the Nokia brand is gonna disappear from high-end smartphones.
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Alex

There are certain things microsoft never understood and probably never will. Nokia (the company) had problems. Then they committed to Windows mobile/phone/CE. The rest was inevitable. Close the lid, pull the lever, enjoy the flush. Pity, really. Absolutely brilliant hardware. W8 – well, for the lack of better epithet, – sucks. Just like android and iOS would be a PIA to use on a desktop computer.
As far as name is concerned, no matter what brilliant schemes Microsoft’s marketing researchers come up with – it won’t matter. At all. It’s not the moniker “phone” or “RT” or “CE”. It’s not even the “Windows” part. It’s the “Microsoft” that turns the potential buyers off. MS has very skillfully cemented itself as the no-choice vendor for the desktop, and now people have developed a simple reflex: “When you have no choice – buy microsoft. no matter what might happen, buy microsoft, ’cause there’s no choice”. Well, Microsoft, enjoy the fruits of that effort. When given choice – they WILL buy something else. You’re still trying to out-Apple Apple (and outGoogle Google)? Good luck. Here’s a name idea:
Forget “Lumia”, more appropriate name is Zune.
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Paul Bungard

Microsoft does not own the Nokia name as they just bought Nokia’s Devices and Services division not the whole company. Right now they are licensing the Nokia name
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IJK

OK, they are getting rid of the Phone part. A few more years and they will get rid of the whole thing, or irrelevance will do it for them.
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AlexB

If Nokia have only licenced the brand to MS then clearly someone there has future intent to revive the brand in some format. Even tho the recent yrs havent been great for the brand, it has been a mobile pioneer brand for decades – if I was MS paying so much for the company, I would have bought the eternal rights to the name to give it some sense of mobile history.
As for dropping parts of names, see some comparison with IBM – Lenovo and the ThinkPad. IBM sold the division off and the IBM brand was subtley dropped. Doesnt make a lot of differences in the end, it’s all about the dev team maintaining the product/tech in the background that matters.
Mort

I have bee saddled with a Lumia Window$ ‘phone, and a worse heap of manure I can’t imagine. It makes the Augean Stables resemble a flyspeck. It can’t even remember the time and date !
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There are so many risks associated with currency and financial system
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PallavChak

In INDIA people buy nokia lumia because it is a nokia product not a MS product.
MS should think about all countries not only the US.
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