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Microsoft to use "Nokia by Microsoft" branding on new phones; Surface name to be replaced by Lumia?

Posted: , by Alan F.

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According to evleaks, Microsoft is in the final stages of working out a licensing pact with Nokia. Eventually, Windows Phone handsets will still carry the Lumia name, but will be branded as "Nokia by Microsoft." In addition, there will also be a change regarding the Surface tablets. According to evleaks, Microsoft will be replacing the Surface name with the Lumia brand.

A recently leaked document revealed that Microsoft was planning on eliminating the Nokia name on Lumia branded handsets, 18 months after the close of the transaction that brought Nokia Devices and Services to Microsoft. Nokia X models are expected to lose the Nokia moniker after December 31st, 2015. And Nokia Asha devices are to lose the Nokia name ten years after the closing of the deal.

After spending all that money advertising the Surface Pro 3 during the World Cup, it seems surprising that Microsoft would want to use the Lumia name for its tablets. There is much that can be read into a move like this. Does Microsoft wish to have a fresh start when it comes to tablets? Lastly, we wonder if Microsoft plans on keeping the Surface Pro name for its enterprise related devices.

All of these questions will be answered in due time, and we should stress that this is still speculation right now,

source: evleaks.at via WPCentral

37 Comments
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posted on 28 Jun 2014, 12:34 18

1. corporateJP (Posts: 1548; Member since: 28 Nov 2009)


Somebody at Microsoft pulled their head out of their rear end and realized that Nokia name in the phone business is worth well more than theirs.

I'm just amazed these egomaniacs are going to bury their pride...

posted on 28 Jun 2014, 12:42 5

5. express77 (unregistered)


If they wan't to get more market, they should forget their ego and use Nokia name.

posted on 28 Jun 2014, 14:10 1

14. Droid_X_Doug (Posts: 5581; Member since: 22 Dec 2010)


Don't be amazed yet - they could still snatch defeat from the jaws of victory. Balmer leaving was a good sign, but there is more that needs to be done. Keeping the Nokia brand is one of the must-do items. Wait until they actually ship new Nokia by MS devices.

posted on 28 Jun 2014, 16:56 5

21. Liveitup (Posts: 1049; Member since: 07 Jan 2014)


I think those in charge at Microsoft Elop, Belfiore and others have has known just how important the Nokia name is thats partly why they signed the deal with Nokia in the past. I think this was a financial issue when it came to licensing the name more than anything else.

I'm glad the name is being kept it would have been a gigantic mistake not to use the Nokia name.

I hope they don't kill of Surface that again would be stupid, Surface is a growing brand.

posted on 28 Jun 2014, 16:57 2

22. Liveitup (Posts: 1049; Member since: 07 Jan 2014)


I think those in charge at Microsoft Elop, Belfiore and others have has known just how important the Nokia name is thats partly why they signed the deal with Nokia in the past. I think this was a financial issue when it came to licensing the name more than anything else.

I'm glad the name is being kept it would have been a gigantic mistake not to use the Nokia name.

I hope they don't kill of Surface that again would be stupid, Surface is a growing brand.

posted on 28 Jun 2014, 18:09 6

23. akki20892 (Posts: 3296; Member since: 04 Feb 2013)


Nokia for a life....

Devices shine with nokia name.

posted on 28 Jun 2014, 18:12 6

24. akki20892 (Posts: 3296; Member since: 04 Feb 2013)


So
At front : Nokia

At back : by Microsoft.

posted on 28 Jun 2014, 12:34 9

2. Jinto (Posts: 325; Member since: 15 Jan 2014)


YES! WPs will still have the nokia name!

posted on 28 Jun 2014, 12:38 4

3. PorkyBurger (Posts: 203; Member since: 18 May 2013)


Why wont they use Lumia for phones, and Surface for tablets. It wont be as much confusing and it makes more sense.

posted on 28 Jun 2014, 12:39 3

4. express77 (unregistered)


Nokia by Microsoft Surface Lumia 1820 is probably their next flagship name.

posted on 28 Jun 2014, 12:42 1

6. tadaa (Posts: 233; Member since: 18 Apr 2013)


that's a long name

posted on 28 Jun 2014, 14:05

13. SeanContra (Posts: 63; Member since: 24 Mar 2014)


No sh**, Sherlock.

posted on 29 Jun 2014, 13:48

32. Jinto (Posts: 325; Member since: 15 Jan 2014)


Lol, I remember Ballmer talking about shorter names for WP's

http://www.engadget.com/2013/09/03/ballmer-promises-shorter-names-for-nokia/

posted on 28 Jun 2014, 12:44 1

7. Calm_down_mon (Posts: 35; Member since: 12 Dec 2013)


That is great and all ... but how about some phones ? I think the only phones worth mentioning that have been released this year with the nokia brand is the 930 and the 630 ... that's 2 phones for half a year ... and the 930 is not even out in europe -_- .

posted on 28 Jun 2014, 12:49 1

8. billgates (limited) (Posts: 555; Member since: 29 May 2014)


Or in the US. I would love to get a 930 if I could get it on AT&T. The 1520 is to big so here's to hoping they speed up on releasing flagship phones

posted on 28 Jun 2014, 12:51 2

9. billgates (limited) (Posts: 555; Member since: 29 May 2014)


This is great move if true.

posted on 28 Jun 2014, 12:58 1

10. LikeMyself (Posts: 231; Member since: 23 Sep 2013)


Leave the Surface name. Lumia is a cheap name! Lumia, huh, yuck!

posted on 28 Jun 2014, 15:39 4

18. DogeShibe (Posts: 168; Member since: 10 Jan 2014)


What? You must be joking! O.o
Lumia is a very catchy word and also a great branding. Do you know how much effort companies put just to get that kind of branding?
Also,Lumia comes from the word 'Lumi' which is finnish for Snow.So don't just 'yuck' !!

posted on 28 Jun 2014, 12:59 6

11. NokiaFTW (Posts: 1859; Member since: 24 Oct 2012)


All I care about is the OS, which I love. So I don't care if my phone has Nokia, Microsoft, HTC or even Samsung written on it. In any case, my next phone is gonna be a WP version of the One M8. :)

posted on 28 Jun 2014, 13:23 5

12. Cyberchum (Posts: 263; Member since: 24 Oct 2012)


Great move I say. Keep the Nokia name alive while still gaining recognition albeit little.

posted on 28 Jun 2014, 14:14

15. joey_sfb (Posts: 2712; Member since: 29 Mar 2012)


Microsoft should keep Nokia branding no reason not to. Besides labeling its as Microsoft will turn other OEMs off.

No OEMs can compete with their principal supplier that control both hardware and software.

posted on 28 Jun 2014, 15:30 5

17. 12Danny123 (Posts: 86; Member since: 18 Aug 2012)


To be honest. At the rate where new OEMs are building WPs. Right now, they simply don't care about whether MS is competing with them or not.

But to be honest, it does seem like competition is moving from Android to WP for dominance for these OEMs

posted on 28 Jun 2014, 14:50

16. nedywest71 (Posts: 8; Member since: 02 Aug 2013)


What`s the point to use NOKIA name when everybody knows Nokia will no longer be made by NOKIA? I really liked ZUNE name and as everybody have asked for ZUNE Phone at the time of ZUNE Player why MS does not RESURRECT the ZUNE brand! It was a Great player and surely will par the quality of Lumia phones.

posted on 29 Jun 2014, 17:36

34. meanestgenius (Posts: 925; Member since: 28 May 2014)


Technically, it's the same. The employees in Nokia's smartphone and feature phone units were transferred to MS, therefore it's the same team working on handsets. MS even has the pureview tech team with them now. Keeping the Nokia name on their handsets, even if it's "Nokia by Microsoft", is an extremely smart move. Even with the new OEM's coming aboard, none of them will sell as well as the "Nokia by Microsoft" WP handsets.

posted on 28 Jun 2014, 15:42 7

19. QuadFace (Posts: 51; Member since: 19 Aug 2013)


I Love Microsoft.

posted on 28 Jun 2014, 16:00 1

20. Cod3rror (Posts: 58; Member since: 06 Apr 2013)


Surface is a great name, while Lumia is terrible!

posted on 28 Jun 2014, 18:35 5

25. tarek1980 (Posts: 49; Member since: 07 Jan 2014)


smart move from Microsoft, Nokia name is a big respected trade mark in lot of countries

posted on 28 Jun 2014, 23:27 2

26. meanestgenius (Posts: 925; Member since: 28 May 2014)


This is a very smart move by MS. Nokia put Windows Phone on the map, so keeping the Nokia name on their newest smartphone hardware is a no-brainer. Glad somebody at MS realized this.

posted on 29 Jun 2014, 01:10

27. -box- (Posts: 3729; Member since: 04 Jan 2012)


They need to stick to the current setup: Lumias as mass-appeal high-volume models, and Surfaces as premium devices that compete with the best on or above the competitions' level. E.g. A Surface phone would feel and look as good or better than an HTC One and Lumia Icon, have build quality as good or better than a Lumia, and offer features beyond the flagship Lumia, like a cutting-edge non-phablet-sized screen (5" class), massive onboard memory, docking options with a Surface tablet perhaps, camera as good as the 1520's, etc., the clear best-overall phone and at a slightly more outrun price so folks take it seriously. Not Vertu levels, just higher than a top Lumia (1520, 1030, Icon).

posted on 29 Jun 2014, 06:12

30. o7o (Posts: 55; Member since: 26 Jun 2009)


Where did you come with this "current setup" thing? No Surface phones even exist on the planet..

posted on 29 Jun 2014, 03:22

28. ChinaAndXiaomi (unregistered)


It's the European's responsibility to save Nokia, not me and my country. Good luck with that

posted on 29 Jun 2014, 04:38

29. Leo_MC (Posts: 487; Member since: 02 Dec 2011)


The Surface logo you keep using looks like a penis. Are you sure that's Microsoft official Surface logo?!

posted on 29 Jun 2014, 07:21

31. kach22 (Posts: 107; Member since: 04 Nov 2011)


Microsoft is riding on the Back of Nokia for the success of their OS. I wonder how many of the WP fan would actually bought the phone run by WP os without the Nokia Logo. I am sure not many. Other manufacturers of WP os only recently becoming brave enough to invest in WP because Nokia has established it's ground (we all know what happened to Samsung and HTC WP os phones which hardly created any ripple). We all know the position of WP os prior to nokia's involvement. Microsoft also knows it very well and wouldn't want to kill the Goose that lays gold eggs.

posted on 29 Jun 2014, 15:17

33. nbringer (Posts: 119; Member since: 11 Sep 2012)


To me it doesn't matter. It's just a name. And as of this year "Nokia phone" is just a lie.

posted on 30 Jun 2014, 07:14

35. Gadgety (Posts: 67; Member since: 03 Sep 2012)


Windows Phone 8.1 Nokia Lumia by Microsoft Surface

posted on 30 Jun 2014, 17:13

36. samirsshah (Posts: 61; Member since: 10 Mar 2011)


Just get rid of Nokia brand altogether and brand as Microsoft. Sony had guts and got rid of Erricsion because Sony carries more brand recognition. Simillarly, MIcrosoft has better brand recognition than Nokia; worldwide.except India and China.

But that requires guts and everyone wants to protect their behinds

posted on 30 Jun 2014, 17:21

37. meanestgenius (Posts: 925; Member since: 28 May 2014)


Microsoft DOES NOT have more brand recognition than Nokia. ESPECIALLY worldwide. Are you kidding me? If it wasn't for the Nokia brand, WP would NOT be on the map. MS may have more brand recognition in the U.S. than Nokia, but definitely NOT worldwide. MS is wise to keep the Nokia name. Without it, MS will have a very hard time moving WP units, especially in the emerging markets, Finland, Europe, Russia...The lost goes on and on...

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