Microsoft Still Hasn’t Decided What to Call its Phones

Nokia Lumia 1020

The Microsoft acquisition of Nokia’s Devices and Services group was finalised late last week, following a few last minute delays regarding approval from China. Just before the deal was completed, rumors spread about what name Microsoft would be using going forward. It was believed it may drop the Nokia name in favour of Microsoft Mobile.

Now, thanks to ex-Nokia CEO Stephen Elop, we know this won’t be the case. Elop held an “Ask Me Anything” style Q&A through the Nokia Conversations blog, and the very first question answered was regarding this exact situation. “What are the chances of Nokia being renamed as the company integrates into Microsoft?” asked Marketing Week journalist Lara O’Reilly.

Elop replied in some detail. He said the Microsoft Mobile name was made for the purposes of the merger, and won’t be used on any consumer devices. Microsoft has the rights to use the Nokia name, but according to Elop, “Nokia as a brand will not be used for long for smartphones, and work is underway to select the go-forward smartphone brand.”

So, the Nokia name won’t live on in Microsoft’s Lumia devices in the future. Will it decide to simply use the name Microsoft, and rely on the Lumia name for recognition, or will it choose something more daring and unusual. Later in the Q&A, Elop said the marketing team is preparing the plans for a “shift to a consistent brand,” but he wasn’t ready to share precise details. We’ll just have to wait and see.

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