Microsoft has no plans to keep Nokia brand on smartphones

As it appears, the Nokia brand-name will disappear from smartphones and mobile phones produced by the former devices and services division of Nokia Corp. that now belongs to Microsoft rather sooner than later. Microsoft Corp. is already working on consistent brand for its new devices.

“The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones,” said Stephen Elop, executive vice president of the Microsoft devices group during a Q&A session. “Work is underway to select the go forward smartphone brand.”

Previously it was believed that Microsoft would remove the Nokia brand from smartphones, but will retain it on mobile phones. While the software giant will continue to use the Nokia trademark for feature-phones for a while, that while may only last several months after which it will offer one name for different types of communication devices it sells.

“Now that we are One company, the marketing and product folks will lay in the plans for the shift to a consistent brand,” said Mr. Elop. “While we are not ready to share precise details, O can assure you that it will not be the ‘Nokia Lumia 1020 with Windows Phone on the AT&T LTE Network’ … too many words! That somehow does not roll off the tongue.”

It looks like the Nokia brand will disappear from phones by the end of the year at the latest, although it does not seem like Microsoft has finalised all of its decisions concerning the future of its smartphones and feature phones businesses.

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KitGuru Says: It will be interesting to see how Microsoft will rename the Nokia X, a basic smartphone with Google Android operating system. It cannot call it Lumia since it is not based on Windows Phone platform and it naturally cannot call it simple “X” because this is too short and not intuitive…

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