Microsoft to continue using Nokia brand on entry-level phones

A company executive said the first 'Microsoft Lumia' device will be announced soon

Microsoft will continue to sell low-end phones with the Nokia brand and has licensed the brand for these type of devices.

The company is meanwhile rolling out its new Microsoft Lumia brand, Tuula Rytilä, senior vice president of marketing for phones at Microsoft, said in an interview posted late Thursday on the Conversations blog, which will also move to the Microsoft website.

"Our global and local websites are going through a transition as we speak and in the coming days our social channels will get a new name too -- they will be called Microsoft Lumia," Rytilä said. "This work continues across our devices, packaging and retail, to name a few."

Microsoft completed in April this year the acquisition of Nokia's smartphone business for over US$7 billion.

Besides continuing to offer Nokia-branded entry-level phones like the Nokia 130, the company will continue to also sell and support Nokia Lumia smartphones that are in the market, such as the recently announced Lumia 830 and Lumia 730/735, Rytilä said. Nokia 130, a mobile phone that does not have an Internet connection or apps, was unveiled in August.

The executive said that Microsoft was looking forward to unveiling a Microsoft Lumia device soon, without giving a specific date. She described the change in brand as "a natural progression" as all devices that once came from Nokia now come from Microsoft.

The new Microsoft Lumia brand is likely to be aimed at clearing the confusion that arose from the continued use of the Nokia brand even as a company by the same name continues to operate, after the sale of the devices business to Microsoft. Nokia in Espoo, Finland, is now focused on networking gear, its Here navigation service and a technology development and licensing business.

Microsoft is likely to have decided to retain the Nokia brand for the low-end market as it "resonates with this segment of users," said Vishal Tripathi, a principal research analyst at Gartner.

The company could not be immediately reached for comment.

The transition to the new Microsoft Lumia brand was first announced on Nokia France's Facebook page.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags consumer electronicsMicrosoftsmartphonesNokiaMobile OSesmobilebrand strategyWindows Phone

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

John Ribeiro

IDG News Service
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?