We previously heard that Microsoft would be renaming Nokia’s mobile and services division Microsoft Mobile OY. It turns out this is just a legal name, and not what will be used as a brand name for future Microsoft Windows Phone devices.
Stephen Elop recently revealed in an AMA that Microsoft will not use the Microsoft Mobile branding on their new smartphones. The company can use the Nokia brand for a period of time, but it looks like they intend to use a yet-to-be-announced name for their devices.
“[Microsoft Mobile] is not a brand that will be seen by consumers,” said Elop. “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. Work is underway to select the go forward smartphone brand.”
The Transition from Nokia to Microsoft
The transition from Nokia to Microsoft marks a significant shift in the mobile industry. Nokia, once a dominant player in the mobile phone market, has seen its influence wane in recent years. The acquisition by Microsoft was seen as a strategic move to bolster its presence in the smartphone market. However, the decision to phase out the Nokia brand indicates Microsoft’s intention to establish its own identity in the mobile space.
Microsoft’s decision to use the Nokia brand temporarily is a strategic one. The Nokia name still holds considerable value and recognition, especially in emerging markets where Nokia phones have been popular for years. By leveraging the Nokia brand initially, Microsoft can maintain consumer trust and loyalty while gradually transitioning to its own branding.
Future Branding and Market Strategy
While Stephen Elop did not disclose any details on what these new devices will be called, it is widely speculated that Microsoft might continue to use the Lumia brand for its future devices. The Lumia brand, which was originally associated with Nokia’s Windows Phone devices, has already built a reputation for quality and innovation. By continuing to use the Lumia name, Microsoft can capitalize on the existing brand equity and ensure a smoother transition for consumers.
In addition to the Lumia brand, Microsoft may also explore other branding options to differentiate its devices in a highly competitive market. The company could potentially introduce a new brand name that aligns with its broader ecosystem of products and services, such as Surface or Xbox. This would create a cohesive brand experience for consumers and reinforce Microsoft’s position as a leading technology company.
Moreover, Microsoft’s branding strategy will likely be influenced by its overall vision for the future of mobile technology. The company has been investing heavily in areas such as artificial intelligence, cloud computing, and augmented reality. By integrating these technologies into its mobile devices, Microsoft can offer unique and compelling experiences that set its products apart from the competition.
In conclusion, while the legal name Microsoft Mobile OY will not be used as a consumer-facing brand, the transition from Nokia to Microsoft represents a significant milestone in the company’s mobile strategy. By leveraging the Nokia brand initially and potentially continuing with the Lumia brand, Microsoft can maintain consumer trust and loyalty while establishing its own identity in the mobile market. The future branding of Microsoft’s mobile devices will likely reflect the company’s broader vision for the future of technology, offering innovative and differentiated experiences for consumers.
Source TechCrunch
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