Microsoft has officially announced it will phase out the Nokia name from its Lumia smartphone range, following its acquisition of the Finnish company's handset business this April.
In the coming weeks and months, consumers will begin to see the effects of Microsoft's effort to sweep out the Nokia name from its Windows Phone-powered line of Lumia smartphones. The process has already begun for some apps (such as), and will now take effect for its Nokia Lumia social accounts including Facebook, Twitter, and Instagram, which will renamed to Microsoft Lumia.
Microsoft's senior vice president of marketing for phones Tuula Rytilä laid out the plan this morning on the Nokia Conversations blog, itself destined for a new Microsoft site. The update follows that a Nokia name purge was looming.
Microsoft is also rebranding its global and local websites which, naturally, will flow through to its devices, packaging, and retail materials, which should in the future be marked 'Microsoft Lumia'.
And, according to Rytilä, Microsoft will be unveiling its first Microsoft Lumia device "soon".
Under Microsoft, the Nokia devices and services business has produced a handful of Windows Phone Lumia devices with the Nokia name, with recent examples include theand the .
The move away from Nokia branding for its Windows Phone line is not surprising. Today's update provides some clarity about how and when the changes will occur — some of which was implied in the agreements struck during the acquisition.
When Microsoft acquired Nokia's devices and services business earlier this year, along with a 10-year deal on Nokia's trove of mobile patents, Microsoft also got thefor the next decade.
Prior to that, for Lumia devices Microsoft was fumbling around with the term 'Nokia Lumia Windows Phone'. As then CEO of Microsoft Steve Ballmer commented, Microsoft wanted to do better than that for consumers.
Rytilä confirmed that it will continue using the Nokia name for its entry level devices, the first basic phone that Microsoft introduced since the acquisition.
The launch of the 130 was notable since it followed Microsoft's announcement that it would. The Nokia 130 however was a Series 30 handset and at $25 this falls into the sub-$35 category that sell in volumes of around 300 million a year globally.