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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

How to create a compelling customer experience vision

Organisations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing engaging customer experiences. A customer experience initiative that lacks a strong, clear vision often fails to achieve its intended result.

Olive Huang

Research director, Gartner

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

This is a rather useful article! This prediction made in the digital marketing trend is very important to improve the service that the ag...

Adam Way

Digital marketing predictions – Part 2: Getting the strategy right

Read more

Latest Podcast

More podcasts

Sign in