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

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in