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Microsoft to phase-out ‘Nokia’ and ‘Windows Phone’ brands

It is not a secret that Microsoft Corp. plans to eliminate Nokia name from its smartphones going forward in order to emphasize its own brand. What is surprising is that the company also wants to eliminate Windows Phone name as well, possibly, in order to highlight that there will be one Windows for everything in the future.

“As part of our phased transition, we will drop the manufacturer name [Nokia] from product references during the Holiday campaign,” reads one of the slides from the presentation that describes changes of Microsoft’s branding for this Fall and onwards, reports The Verge web-site.

Earlier it was reported that Microsoft planned to phase out not only “Nokia”, but “Lumia” brand as well. Theoretically, this could happen in the future, but that would hardly be wise. Microsoft needs a brand for its smartphones anyway and Lumia is rather well-known already.

What is rather surprising is that both The Verge and GeeksOnGadgets report that Microsoft also plans to cease using Windows Phone logotype already this Holiday season. Keeping in mind that starting from Windows 9 “Threshold” Microsoft plans to unify its operating systems for PCs, smartphones and tablets, dropping Windows RT and Windows Phone names is a logical thing. Unfortunately, at the moment all Windows operating systems are different and people need to clearly understand which Windows they use in order to choose compatible software.


According to media reports, Microsoft has already dropped Windows Phone name from its commercials, therefore, it is not surprising that the company will eliminate the brand completely in the coming quarters.

Microsoft has neither confirmed nor denied the forthcoming plans regarding its brands.

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KitGuru Says: Keeping in mind that Windows Phone commands about 3 per cent of the smartphone market at the moment, it does not seem that the brand has any value for Microsoft or its customers. Using simple Windows should attract a lot of attention to Microsoft’s smartphones, but the problem is that current Lumia smartphones do not run Windows 9, they run Windows Phone 8.1 that is not compatible with apps for Windows 7, Windows 8 and Windows RT. After numerous people will get frustrated with incompatibilities, Microsoft will clearly have hard times explaining why next-generation Windows 9-based phones run the “real” Windows and why its 2014 handsets run Windows that is actually Windows Phone 8.1.

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