Nokia name to go away with the Lumia line as Microsoft seeks to unify branding

Nokia has taken to their Conversations blog this morning to answer some questions regarding the recent Microsoft announcement. The most frequently asked inquiries were taken to Tuula Rytilä, who heads up Nokia’s marketing, for clarification on exactly what is happening going forward.

For the most part, Nokia illuminates questions on branding transition, including the relevant “Nokia Lumia” name. The Microsoft-Nokia deal transfers the name “Nokia” over for mobile phone use to Microsoft for ten years, along with the ‘Lumia’ and ‘Asha’ brands, which will be owned by Microsoft.

But as pointed out during the conference call yesterday, Microsoft is taking this opportunity to streamline their branding. In other words, saying ‘Nokia Lumia 1020 with Windows Phone 8’ or any variation will eventually become a thing of the past. What it will be, remains to be seen but it’s clear that ‘Nokia’ won’t be used in future Lumia devices. In fact, it’s not even clear that ‘Lumia’ will be used either, though it could be phased out.

A modernized brand could help Microsoft in pushing its hardware to carriers and customers. A ‘Windows Phone 1020’ is certainly a lot simpler than the current naming conventions, which are made redundant with the presently separate products lines. Likewise for a ‘Microsoft Lumia 1020’, should Redmond opt to downplay the OS. It will also signify a true merger of the hardware and software, with little distinction.

Tuula Rytilä
Nokia's Tuula Rytilä (via Conversations)

Rytilä answers some other questions, including continued support and whether or not we can believe Microsoft will maintain the quality engineering that we’ve come to expect form Nokia. Here, Rytilä uses an interesting anecdote about the two teams:

“Microsoft and Nokia have very similar values and vision when it comes to product quality. It’s what has made Nokia Lumia and Windows Phone such a great match. We value great hardware quality, a seamless user experience.

I recall a recent product workshop where we split into Nokia and Microsoft teams to describe our vision for the next generation of Windows Phone. When we came to compare our lists, they were almost identical.

Design at Nokia is our approach to product making and embraces engineering and manufacture. It’s the expertise in that approach that distinguishes Nokia and made it something that Microsoft wanted.”

Interestingly, the Asha brand will continue on its entry-level path with the Nokia name, serving as an on ramp for smartphone purchases, but Microsoft will be bringing features like SkyDrive, Office and even Xbox to the line as well.

Finally, Rytilä notes that the key Research and Development sites in Finland: Salo, Tampere and Oulu, will remain as that “nucleus” is what the acquisition is about. That should bode well for engineers and the research scientists at Nokia who won’t be faced with a “move or quit” option, ensuring a smoother transition.

Still, like all things, intentions and realities are often two different things. We won’t see the effects of this takeover for quite some time and there are a lot of details that remain unanswered.

Source: Nokia Conversations


Reader comments

Nokia name to go away with the Lumia line as Microsoft seeks to unify branding



Well, it may be bad, but The futures Windows phones are going to rule now that Nokia is working with Microsoft like one team only, and all Nokia staff went to Microsoft, Microsoft wants to make part of smartphones market, and Nokia needed microsofts money, future Will be big guys

That still remains to be seen. If the key people at Nokia who are responsible for the various innovations still remain, WP may be a success. If they leave, that will be a deathblow to Microsoft.

They won't, microsft alresday told that, 32000 Nokia staff are working now in Microsoft, Microsoft and nokias team under The same hood, I've always liked and trusted on Microsoft products and Nokia prdocuts, principally together (lumia)

Well, yes, that's because those 32000 employees were under the Nokia Devices division. But that does not prohibit them from resigning from the company. The deal is not over yet.

Yeah 32000 will resign because its so much easier to go out there and find jobs to feed your country. *slow claps*

I've been through a big merger myself. What typically happens is the employees that are absorbed are given a retention bonus. It's an incentive to stay for a set period of time. Depending on the retention bonus structure, if you leave before that set date in the future, you would have to pay back ALL of the bonus.
I wouldn't doubt that's what will happen in this case. It's an insurance policy somewhat for Microsoft to retain talent.
The risk is obvious. After the retention period, the employees can leave in mass. This has happened many times over and not out of the ordinary.

In addition to this February is usually a high month for layoffs in corporate worlds. 
I wouldn't be surprised if plenty of people are let go.

Someone please explain to Microsoft that the Nokia and Lumia brands actually sell smartphones. The name Windows does nothing to sell a phone. This should be clear by now after the HTC 8X experiment and the fact that Lumia as a search term has far overshadowed windows phone.If you have the Nokia name for ten years and you don't use it, you are insane.

Well, somewhat depends on the country (re: Nokia and Lumia selling phones).  The people I talk to pretty much exclusively think that Nokia hasn't made phones for a decade.  Then again, I live in Hawaii (a very iPhone state) but again it all depends on geography.  It seems like n Europe/India/SE Asia that's probably true, but I think that at least India and SE Asia have less of a negative feeling for MS in general.
MS will have an uphill battle, though...I don't know that dovetailing Apple's strategy will work as well for them, and in the US the Windows brand just isn't magnetic, for whatever reason.  I certainly hope the strategy works, though...I'd like to upgrade my NL920 to something even more fantastic.
Id prefer they keep Lumia, though.  That's a good one.

*925. Sorry to say it, but he is right. Windows = where is my freakin' Start button, Lumia = phone with the awesome camera

Here in Northern Europe, anything with Microsoft branding will have a hard time and even turn people off. Nokia is still known by most consumers ("Connecting People") and, as one can see from this week's Kantar ComTech report, WP (87% Nokia) made a substantial leap forward in EU5 market share to 8,2%.
The announcement has spurred press, TV or radio to report "The end of Nokia" which will turn people off from buying the existing Lumias now, many regular people assuming there will be no updates and service going forward, meaning regular people may think they'll buy a soon defunct device.
In some way, Microsoft "helped" Nokia to not achieve the relatively upbeat Q3 sales figures that could have been achieved. With a "partner" like that - who needs enemies?

I totally agree with you. I'm from Italy and we are a core market for Nokia, here they have a really strong fanbase. Windows Phone was starting to spread just beacuse of the Nokia name. I bought a lumia 620 because it was green, fluid, and cheap but most of all because it was a Nokia. And this last thing convinced lots of Italian to try Lumias. If it had Android, Symbian, Ubuntu or whatever else OS I would have bought it anyways (as long as it wouldn't have had any serious flaw), and so would have done at least 50% of the owner of Lumias in Italy.
With this rebranding I think they will sell less phones just because lots of people aren't geeks like us and don't know Microsoft phones will be made and designed by the same people who worked at Nokia, so I guess they should still keep the name like Sony did with Ericsson. MS-Nokia or Microsoft-Nokia would be perfect and wouldn't stop the momentum of the sales too much

Italy has always been a strong market for Nokia... i never really understood why that is

Neither do I. Guess we know how to appreciate the fact that a good phone has to be a phone first, quite reliable, with a good customer service and an overwhelming build quality. Nokia has always been true to these ideas in my personal experience, so I hope Microsoft won't waste their experience with mobile phones

You're absolutely right. The Nokia brand still has a huge amount of traction in the UK. I was just about to buy a 925 when this announcement was made, and I am now going to hold out to 'see what happens'. I want a Nokia, not a Microsoft branded product in my pocket.
I'm actually thinking about switching to Jolla now, and that is something that would never ever have crossed my mind if Nokia was to continue in some way, shape or form.

So my question is will they maintain the Nokia name on the smartphones for at least a while? i.e. more than 2 years?
If you read this story it says they have the Nokia name available for phones (it doesn't say Smartphones).
Dropping the Nokia name from either until Windows Phone is well established is like kicking yourself in the shins. It won't take long before you can't move forwards.
Or more simply put it would be a stupid thing to do.

I can see why they let the name 'Nokia' go but hopefully they'll keep using the Lumia name. (Microsoft Lumia 1520, for example) What else will they bring, Microsoft Surface 1520? Windows 1520? Nah, Lumia sounds way better than that, even with the MS name in front of it.

I somehow dont' see that happening in today's economic climate.  Finland isn't exactly a vibrant job market awash with businesses looking for talent.  If MS treats em well I see no reason for anyone to leave. 

I agree, I think the top Finnish engineers will leave in mass as soon as they can arrange positions at Sailfish.

most of those (about 20K) are in the manufacturing side. It's really a much smaller group of designers and hardware engineers that they need to keep. so while most of the 32000 will not quit their factory jobs because someone bought the company the important people might, if they don't like this move and their retention bonuses aren't big enough

I totally agree.
Open Source software like Open Office attempt to mimic Microsoft Office, because Microsoft Office is the benchmark. Same with the rest of Microsoft's software.
Microsoft produces QUALITY software, and I am sure they will produce quality hardware.
I am using my Microsoft Surface Pro with a type cover as my laptop. I don't need anything else. It is QUALITY. 

If they phase out Lumia they are insane. You do not build a successful brand that sells tens of millions of phones only to switch. MS needs to learn that brands develop associations. When people hear Windows it means PC. Xbox means games. Lumia means phones. Surface means tablet. Outlook means email. Once you establish a brand it is very hard to change associations. A Windows Phone 1020 to most people's ears is a Microsoft PC phone. When people hear Xbox Music they think video game system music. You cannot build a strong brand association and then just change it without confusing people or turning them off.

Use the Nokia name. Use the Lumia name. Nokia = phones. Lumia = phones. Windows does not equal phones no matter how much MS wants it to.

I totally agree. If they phase out the Nokia or Lumia brand, they are starting from the scratch all over again. I am fearing that MS is going to mess this up (hope not , but...).
For exemple, when I tell people around me that I have a windows phone the first thing that they say is: do you have the blue screen,and they laugh. 

I am less concerned with a phase out as long as it is done smoothly and over an extended time i.e.
Year 1 Nokia Lumia Phone
Year 2 Nokia Surface Phone
Year 3 Surface Phone

My big concern is they just go straight from what we have to what they want without the intermediate steps. This would be a monumental error

+me. But since when have MSFT been listening to anything other then Windows. MSFT is a USA company and I think there hard focus on making it big will alienate the rest of the world, again, with MSFT and Windows name. Keep Lumia name for crying out loud!

The Nokia name is far more known (been around for a very long time) whereas the Lumia name is barely known outside of WP owners. 

I have to agree.  I've actually never owned a Nokia phone, but I've known the brand since the earliest days of cell phones in the US, and my impression of the brand is very high.  Lumia is a very recent brand, that has not reached a significant enough recognition level to stand on its own.  And Microsoft has not reached a high enough brand recognition level in the smartphone market either.  Without the Nokia brand supporting those two sub-brands, I feel it is likely to cause adoption issues for users, especially in the non-us markets.  
As others have mentioned, Nokia is perhaps the strongest mobile phone brand in the world.  Android has become ubiquitous in mobile, so it has clout, but in many ways it dilutes the manufacturers brand.  Microsoft, as a mobile OS brand, does not compete worldwide on the level that the Nokia brand can.  Nokia is a brand representing the actual, tangible devices that are purchased and this can go far in closing the gap between buying an OS, and buying a device. At this stage in the game, it seems to me that the Nokia brand would bring more business than the Microsoft brand would in the foreseeable future, regardless of whether or not Microsoft can deliver the design and mfg quality of their acquisition.  If Microsoft can deliver and bring their brand up in the eyes of the world, then in the long run they have a great opportunity to win over the mobile world.  
However, the group-think that makes a company like Microsoft think their brand SHOULD be more impressive doesn't always prove to trump the harsh reality of the here and now.  How many companies have re-branded subsidiaries to appear separate and new, in order to avoid the potential mischaracterization of their old business brand on an emerging business market.
Branding is huge, but it also means that sometimes, a great brand in one market, doesn't always translate to another.  Microsoft wants to be the OS brand AND the device brand.  So far, in the mobile world this equation mostly doesn't exist.  Many have tried, and only Apple has succeeded. Samsung has managed to elevate their brand in devices to shrink the gap between device and OS, but still cannot compete without the OS co-branding.  Microsoft is huge and ubiquitous in many ways, but mobile is (to date) a very different model.  And the opportunity to leverage the brand recognition of one of the oldest, trusted names in the new market they are attempting to penetrate, seems to me to be something that could get them the opportunity they need to strengthen their position until they can truly migrate to their own brand.  Sometimes its not about proving your brand is the best, as much as building a successful business on its own to make it worthy of being rolled into your overall brand.
I'm not an MBA, and I bet Microsoft has a lot of really smart business people, so its possible that we're all not aware of the full merits of their choices.  But hey, if I end up being right, maybe they'll recruit me to manage future business plans, right :-)

Saw this coming from a mile away. It wouldn't be a Microsoft acquistion without a branding disaster waiting in the wings. I'll give Daniel a 8/10 for his fanboy spin on this though, it was almost on level with his Xbox One and GfWL shutdown (so, where's that article about the GfWL service being shutdown next year and taking 60+ games with it unless they're patched? I thought this was a general MS site now!) spinning.

MS ditching the Nokia and Lumia branding will be a disaster, there's no doubt about that. Windows Phone's worldwide marketshare was built largely on the back of the strength of Nokia's history and the Lumia line getting accolades. Now they're going to piss it all away and start all over at earning mindshare? This is either madness or hubris, maybe even a cringe inducing mix of both.

The only thing that could make this even more insane would be if they make it a variation of Xbox Phone, especially in light of the decidedly negative view the Xbox One has on non-MS fan sites. That's worked out SO well for Xbox on Windows or Xbox Music, after all. How's everybody liking the transition from the Zune desktop app to Xbox Music again?

I love my 920 but I'll be going back to Android for my next phone and won't be recommending friends/family to make the jump anymore. This is going to be a massive blow to Windows Phone gaining market share and I'm not getting stuck with a dead phone ecosystem for two years, let alone concerns about the actual phones themselves. I was here for the Nokia hardware, NOT Microsoft.

" It wouldn't be a Microsoft acquistion without a branding disaster waiting in the wings"

LOL very true.

Dropping the Lumia name would be bad, dropping the Nokia name would be a major body blow and a new level of stupid even for MS marketing. MS marketing has to be the consistently poorest marketing in the tech world.

However I am puzzled why you would move from a 920? This acquisition will not affect you current phone other than possibly extend its life.

IF they end up not using the Lumia brand name, it's still just a name not the actual design of the phone

Brand perception is everything.

I wonder if Nokia wanted extra money for the use of it's brand name on Microsoft products. If they did and Microsoft scoffed at the idea, then I can see why Microsoft went in this direction.

I personally don't like it. What attracted me to the platform was first the NOKIA branding.

If you read the details of the deal (it's mentioned in this article, too), Microsoft does have the rights to use "Nokia" on the phones for ten years.  That doesn't mean they will use it, but they do have the option.

Please confirm this with a reference as it could be read either way. If they have the rights for feature phones (declining market) and not for Smartphones (growth segment) that would be almost retarded.

Yes, but the use of the Nokia brand is only for "dumb" phones not for smartphones, which I personally don't get.  I think is much more important continue the trend of the Nokia Lumia wave... and not suddenly change it.

Please confirm this with a reference as it could be read either way. If they have the rights for feature phones (declining market) and not for Smartphones (growth segment) that would be almost retarded.

microsoft believe they can sell smartphones, using Surface, or Windows, as the brand name or watever...
but how will they be able to sell a feature phone, without a "Nokia" brand?  it will resmble  a new chinese company :)..

so thats why... altho i agree, its still retarded :)

Amem to that @xconomicron.
I asked a few days ago my friend which phone she had. She answered: "A Galaxy".
And I said: "Oh, Android..." and she was like: "What's an Android?"

The difference is that if you asked anyone in the street if they knew what a Galaxy was many would know, but many more would know Samsung. The OS is not important I agree

Its like BMW buying Rolls Royce and not calling their next car a Rolls Royce. Ladies and gentlemen here comes the BMW 10 series !!!!

Cameras + Screens and Hardware :P (seriously, besides cameras, carriers should also marked how nails can be used on the Lumia line of phones).

They Will continue this as well, some people who worked at camera development at Nokia told via Twitter that they would worl even harder for better cameras

I agree with you. The build quality is much more important to me than the name on the phone. I just now noticed the word "NOKIA" on the top of my phone.

I can't follow the branding issue. Nobody in the real world stumbles over Samsung Galaxy S4 with Android Ice Cream Sandwich - they call it a Galaxy S4, done. I would worry that if they drop the Nokia branding nobody will recognise the product, and the significant value in upgrading feature phone Nokia customers will be lost. Instead of offering them the brand they love they will see a broad range of brands with no particular reason to take a Lumia.

Everyone knew when Mazda were purchased by Ford because of the national news. Everyone knew Alaska were no longer soviets be because of medias. Same thing will happen with Nokia purchased by Microsoft.

Mazda was NEVER purchased by Ford. They have always been independent. Mazda and Ford just worked together (shared platforms etc.). Yed, Mazda fan here.

Actually, buying shares does mean purchasing. You are buying a vesting interest in a company.

And if I remember correctly, a single shareholder owning 33.3% of Mazda was enough for a full control stake in the company.

No, but did you read my comment?

There is no "Ford" name on the actual "Mazda" car. Nor is it on the Aston Martins.

Lol the point i made was that everyone will know Microsoft made is same as Nokia with enough publicity

(oh and just like everyone knows those little Mazda pickup trucks are really just Ford Rangers?)

...and Isuzu's were Chevy S-10's
...and Suzuki's were Chevy's
... And Geo's were Suzuki"s
...and Jaguars were Ford's
... And Volvos were Ford's
... And Dodges were Mitsubishi's
and so on, and so on...
I actually know all the cars that were someone else's, and in the end, the company selling the car is reaping the benefit of the arrangement, owned or otherwise. So yes, if Microsoft can sell a "Nokia" product under their own name, that can compete better or fill a gap in their product line, then the masses may not know the difference. But also, if the masses consider the Mitsubishi 3000 GT a better car than the Dodge Stealth, or vice versa, then they will prefer the brand they recognise. And I suspect the brand winner in the mobile market is...

But only the Microsoft phones will have the hardware designs they are used to. The asha line design looks a bit like the 520. They will be running Microsoft services. So, when the user upgrades, he is more likely to to go to a phone with a similar style and services as his previous phone. IOS would be too expensive, even with the 5c. Android phone would look and feel completely different from what he was using. Also, within a year, most people will get the message that Nokia is now Microsoft.  I'm sure Datsun owners knew that Nissan was the same company when they went to buy a new car.

There are a lot of people who I know who aren't even on Asha phones, whose feature phones are 5 or 6 year old Nokias which make Asha look really smart. These people are the ones who might buy Nokia out of loyalty or recognition. I think the car industry analogy doesn't fit - my worry has the name Ericsson. Remember them?

Personally I think taking away "Lumia" and "Windows Phone" is fine. but many people in other countries including myself love "Nokia" to death and taking that name away abruptly would hurt sales. a lot.

Correct. If this is true and MS don't or can't use the Nokia name on their smartphones I can guarantee that Google, Samsung and Apple are laughing their socks off right now. They were wondering how to deal with the growing Nokia come back and now that MS has bought them the distraction of acquisition will slow down new product announcements and ontop of that MS has handed them a worry free couple of years head start with the possibility of dropping the Nokia brand name.
I'd be dancing in the corridors of Apple and Google right now. Classic MS.

I agree it wouldn't make sense to just "slap it on" a phone, but they could certainly design a new and separate Surface model phone to complement the tablets. I'd still want to see a range of other phones though.

I think MSFT should make a vaporMG phone and call it Surface.  Lumia would be for the polycarbonate bodied lines of phones. I'd love a VaporMG Windows phone, but it wouldn't make sense to call it Lumia. 
Just a thought. 

A full-screen OS with no windows, and limited multitasking bears more resemblance to Windows?
Microsoft should take advantage of this opportunity and launch an entirely new name. I'm serious.
I'm not sure I'd go with surface. If they think they can recover the brand, great. But it's got an ironclad association with failure, so it's a dangerous choice.
But so was Windows Phone.A s I wrote below, could you imagine if they had tried to compete with Playstation by marketing "WindowsBox?"
Is "Windows Phone" really less stupid than that?

To be honest, I'm one for keeping the "Lumia" name exactly how it is, but Microsoft has been known to throw away names (poor Zune).

It would be nice if Microsoft makes a Surface brand and a Lumia brand, what i mean is that Surface stands for metal quality phones, more industrial looking, like the Surface tablets & the Lumia brand with a polycarbonate body and all the colors....

Hopefully they just name future devices as Lumia XXX etc with Microsoft branding on the back of the device

Yeah, just like apple does, the company name on the back of the device ... seems like a great design choice

This is what I hope too. Cause "Lumia" is a known brand at the moment. Even people that don't like WP know that Lumia devices have good hardware and quality

I already suspected that Microsoft will now be aiming all the smartphones at America, just like they do with everything else.
This is just final proof.
Thank you, Microsoft, for removing the last European phone manufacturer from the game. It was always Siemens for me and then Nokia.
I will need to upgrade my Lumia 900 next year, but afterwards I won't be getting a new phone for as long as possible. I do not want to get any phone created by Asian or American companies. Both have a hugely different mentality to European manufacturers.
I support Windows 8 and RT and got a Surface. But that's partially because those technologies have always been very American.
The Nokia takeover has ended an era.

You don´t want to support Asian or American companies, but you support Windows 8 because it is American.  You are confusing.  And how does this difference of mentality make the phones different?  By chance do people from all European countries have the same mentality?  I beg to differ.  What´s more, what are you really on about?

There never was a choice in terms of Operating Systems and the like.
But phones have had two very good European manufacturers for quite a while. And I enjoyed the products of both of them.
I hate Apple quality. I hate Samsung quality. I hate Sony's weird gimmicky phones. Etc.
I didn't want to list all of them, but I hate each company on its own. And, coincidentally, none of them are European.
Also, there's Microsoft's HORRIBLE track record in considering the needs of non-American customers. Look at all the TV features of the Xbox One that won't be available in most places, for example. Or the lack of gift cards for countries with low amount of credit card holders. (which has thankfully changed, though)
It will start off decently, but in a few years the quality of Nokia phones will sharply decline in a variety of ways.

@SoleFenychs That's a lot of hate for alot of big companies. It seems like you're basing your dislike towards the companies on their location rather than the assessment of their products. I don't think it should matter where the company is located just that the hardware and or software is up to scratch.

I just listed specific companies to imply that I actually TRIED their products.
I'm not basing my hatred on their location. I'm basing my hatred of companies from their location on the collective quality of their products.

I think its purely a coincidence that these companies that you dislike are all based in the same part of the world. If you don't like these companies that's fine. But to say you're not going to consider getting a phone from an American or Asian company just because you don't like a few companies from these regions seems abit pity. However that's just opinion.

I'm from India and i'd be amazed to see MS trying to sell their non-Nokia branded smartphone to a lay man here... 
Say something like, " Hey, here's the new Microsoft Lumia ! " The person on the other side would be only giving blank stares... And compare that with a Nokia branded smartphone " Hey here's the new Nokia Lumia (or whatever name) ! " and the person on the other side would grab it in the blink of an eye... That's Nokia for you...

I'm not sure about US or other countries... Over here in India, NOKIA = QUALITY. PERIOD.

The US is one of a very small number of places where Nokia doesn't have much history and recognition.

I admit I wasn't a Nokia fan until they adopted Windows Phone.  Nokia has done amazing work for Windows Phone.  They practically ARE Windows Phone!!  I agree with your last comment. It is the end of an Era.  Especially if they wipe the Lumia name away.  It's Perfect!  They should let the phones be known as Lumias from now on if they plan to do away with the Nokia branding on Smartphones.  It's going to confuse the market.  I've seen a lot of people interested in the Lumia 1020 as of late.  The Lumia name has caught on!  Keep it MS!!!!

Microsoft is not stupid. The Lumia name isn't going anywhere. I suspect that the will change the numbering though. Because that really is a mess. Maybe they'll start giving them decent names. Like the Lumia P for phablets. The Lumia N for Lumia 920 series. Lumia C for cheap devices.

Example: 920 would be the Lumia N1 , The 925 would be Lumia N2 and 928 would be the Lumia N3. Lumia 950 would be the Lumia N4. That would be so much easier.

I'd prefer to what you are saying, and yes, I would like to see what will come from Microsoft about Lumia's next devices. Hey, I like the way you suggest the name!

But dropping the Nokia brand isn't supid!? The Nokia brand has been  and is almost universally known, not the same for Lumia

Go Jolla son, spin off of Meego and can run Android's shovelware so you won't be screwed app wise too. Looks great and is Finnish! 

I understand your sentiment, however I wanted to point one thing out: Nokia phones aren't manufactured in Finland or Europe. They're not closing their Finland engineering, product development teams. Companies these days are global entities. There shouldn't be any national pride in any company other than the talented workers that work for them. Nokia will live on if only in spirit.

i am actually kinda happy your phone selection is screwed you closed minded tool. the team is the same from nokia so your precious european design will stay intact for now. its all assembled in china anyway...so yea whatever

Say that again when Microsoft fires employees to safe money and Nokia is sold because the phones don't sell due to Microsoft preferring to use MS branding instead of the Nokia name.
You are the close-minded one here.
I have seen plenty of great European companies bought by foreign parties. Almost always you get them producing sub-par shit afterwards.

For a while it will be the same phones with slightly different branding. Your phone selection will be exactly the same, but you will still be pissed off because in your mind the phones are now American.

I know that feeling.. I actually have almost the same exact one. Nokia has always been my choice because it has been Finnish and European. But not anymore. For my next phone I either will get a Jolla or Sony (i like Sony. I have all the PlayStations they have made so far). But no apple or Samsung crap :)

I like Sony's ideas, but the phones tend to be very gimmicky. (As for consoles, I was a Nintendo fan until Nintendo fucked up with Wii. People like me are the reason why Wii U doesn't take off - Former fans that got alienated by their casual pandering)
It was okay a few generations ago, but the Sony Android devices that I've contemplated getting, before I found Nokia's Windows Phones, tended to have all kinds of really annoying weaknesses in various design aspects. Maybe they are better now.
And Jolla has yet to prove itself. I will be following it.

I haven't really been following sony's phones in the past but the ones I've been looking after this tragedy like the Xperia SP and ZR, aren't looking bad at all.
And about Jolla we'll have to see the final products. But I have my hopes up since its made by the makers on N9.

Wow its still the same Nokia made with Microsoft money...... You almost sound like old people who wouldn't buy Japanese brand cars after world war 2 because they were "Japanese".

It's not the same! There will be no more Nokia phones. They are Microsoft's and that means future Lumia phones will not be Finnish. In a year Windows phone's market share will drop in Finland from 25% to propably 5%.

Not a wise decision when it comes to anywhere else but the US. Nokia is a very respected brand in the rest of the world and Microsoft has an image problem. This, I believe, will have a negative impact on sales

Exactly: loosing Nokia as the brand for the phones will have a VERY negative impact on sales at least in Europe (and probably other non-US countries): There is a significant amount of people who bought a Lumia because it is a Nokia (which has a reputation of being sturdy, reliable, good call quality, ..).
On the other hand Microsoft and Windows has a really bad reputation here and isn't known as a phone manufacturer at all.
The only way to sell Windows Phone here was to play down the Windows moniker - that's why Nokia put Lumia front and center and only mentioned Windows Phone in the fine print. And it started to work out - and now that Nokia is again a name know for quality smartphones the name is dropped and MS is starting from scratch (or even negative) again building a brand for mobile phones - something that is expensive (maybe not a problem) and takes time (a severe problem for WP)
If I recommended a WP I always mention that this is very different from all other MS products (appart XBox) otherwise I don't know anybody who would consider a WP. As much as I like WP (and esp. Lumias): I'm really afraid that MS thinks that their brand as well as "Windows" sells the phone - a fatal misconcetion (at least outside US) that already hindered sales in the past.
Of course informed customers wil still choose a MS Lumia knowning that it still in large parts is a Nokia. but the average user doesn't know or care (many do not even care about the OS): they recognize a brand.

I too think MS should continue to leverage the Nokia and Lumia brands at least until market share surpasses Apple. Clearly, they think that it's the Nokia branding which is holding back sales in the US, hence the move. Sales of WP in the US are miniscule compared to rest of world. They are foolish to risk the rapidly growing ROW Nokia Lumia sales for the vain hope of increased sales in the US.
This whole takeover business will kill global WP sales just the same as Elop's 'burning platform' decision killed dead (the mortally wounded) Symbian and promising Maemo sales.
Nokia is such a strong brand, quality, robustness, reliability - all over the world (except USA). This is lunacy.

I never thought of it that way. Hmmm.. But I don't know, maybe Microsoft's name will be given a chance since it will now be Nokia inspired. Who knows. It's hard to tell what the future holds

Lol dag... I guess just wishful thinking... I still do and always will think that this was a smart/strategic move by them... Been hoping they do this since the partnership

They should come out with completely new naming scheme for future devices.

Also drop the emphasis on "Windows"

I think it all comes down to what Microsoft does with the OS branding.  Do they merge Windows RT and Windows Phone 8 into one OS?  If so then it would be like iOS and they should use the Surface branding.  Surface Phone xxxx and Surface Tablet xxxx.  For me the purchase of Nokia was more around being able to build a quality phone quickly with innovative tech than the actual Nokia branding.

Ugh!  First they get rid of the lovely name Zune in favor of XBOX Music and now they will get rid of the Lumia name?  The Lumia is Doing just fine!!!  If it ain't broke don't fix it!!!!!!!!!!!  Not only that I was happy to see the big bold "Nokia" name at a T-mobile kiosk in my local grocery store the other day.  IF IT AIN'T BROKE DON'T FIX IT!!!!!!!!!  Let's all hope the next name doesn't end in "Series".

But Nokia is the opposite. In Europe and Asia, Nokia's name is second to none in the mobile market. This will be the undoing of Windows Phone in the very markets that have shown the highest growth.

Microsoft's stated goal is to license Windows Phone. How do they handle product names in a way that doesn't alienate other OEMs?

The media and haters do not like Microsoft and Microsoft has done a poor job with Windows 8, the Surface, XBOne reveal, and various PR/Marketing items.   Seeing "Microsoft" on a phone instead of "Nokia" is going make the phone sales drop.  Many customers, particularly the young crowd who aren't brand loyal or care about Nokia still see  "Microsoft" as a four letter word.  They're either going to feel they'll be embarrased to carry that kind of phone/get chastized, or think "its a POS phone because it's from Microsoft and you know how Windows sucks."

Why 'windows' in the name? IPhone, android, blackberry,Lumia, galaxy,asha, iPad, surface - one word! Why use two? It seriously sucks. I know windows is great but why add windows to everything? It just does not make sense.

Using the Lumia name for all WP devices is an awful idea. You end up with brand confusion and saturation.

L would love to have Nokia written on my Nokia devices. Makes me feel proud owning a Nokia phone with it branded Nokia but not windows phone or what ever the name wild be. They just lost a customer

I bet you buy Beats headphones because it says Dr.Dre on the box, regardless they are crap.If quality will be the same (and it will) I don't see why the "Nokia" name on the device makes any difference.

Nokia is a globally known brand name while Microsoft is the most hated brand name in most of the world. If the Nokia and Lumia names are not slapped on future Windows Phones, nearly nobody will buy them.
For example Singapore, the Nokia Lumia 920 sold like crazy in the Nokia Shops and the carrier shops and retailers because of the wide range of colors, quality build, higher internal memory & better camera than Lumia 820 and most importantly the globally recognised Nokia name.
Without the Nokia and Lumia names printed on the next, 2014 Windows Phone, nearly nobody will be stupid enough to buy this kind of smartphone 'cause we know how Microsoft screwed the Xbox line by not fixing the 360's serious problems before shipping the first units out and they caused Sony to gain a pre-order lead with the PS4 by ruining the Xbox One announcement with stupid restrictions at this year's E3.
How do you think people are going to trust Microsoft again with a Nokia-made but Microsoft-branded Windows Phone? Nearly no-one will buy it until they put back the Nokia and Lumia names on the phone or there will less to no sales at all.

You guys are sh*t heads if you would stop purchasing a phone for the name! I use a windows phone for its functionality whether it was the Samsung focus 1, Focus flash, HTC Titan, HTC 8X, Lumia 900, etc. The lumia name could be kept, but if it's changed to something catchy and the quality remains, I don't have an issue with it as the OS is smooth as butter whether I'm using a low end 520, 822, a mid-range 900, 920, 925, or the high-end 1020. The OS is what's built to run well on which ever level device you choose.....Not the Nokia name. Yes, Nokia implemented the great design, exclusive apps, and a superb camera optics......These design teams and engineers will still be employed/station in Finland working on the phones no matter who their employer is. So you guys are willing to allow you economy to take a hit and potentially lead to productive members of you community eventually be laid off because of a name and who owns them??? Rememeber Nokia board of directors made the ultimated decision to sell, they betrayed you if that the way you feel, Microsoft simply took an oportunity to purchase a good company; Last I knew, that was good business....They're also going to keep those great designers and engineers onboard if they choose to stay, which intern injects currency into your communties. 

For people who only care to show off the phone "name", there is Apple. For the rest of us, it's whatever is the best product. I used to carry a phone called Cingular 8125. Till date I feel that phone was miles ahead of it's time. But it really didn't have an actual name. Techies called it by it's codename Wiz100.

This won't work in most markets where people still trust in Nokia. And you can bet that seeing Lumia branding on a phone won't cut it simply because Lumia is a new brand to begin with.

Sole Fenychs has a point. I don't see this move with good eyes. We will see the outcome the next year.

Removing the "Nokia" branding will be a shot in the foot, specially in markets like the European one.
Microsoft has to understand that and the sooner, the better.
Nokia as a long long tradition in Europe. That's why we still cherish the Nokia 3310 over here and Nokia has become almost a synonym of "indestructibility" and "reliability".
They would be better off naming the phones "Nokia Windows 1030" or "Microsoft Nokia 930".
Otherwise, the normal consumer will just skip any future phones. The normal consumer doesn't reach tech sites. Even if Microsoft manages to keep Nokia's work and support quality (which I highly, highly doubt), the average consumer won't know that when buying a phone. They go for the brands they know and trust from past experiences.
And "Nokia" is definitely a name that still sells and speaks to lots of people, while Microsoft is a synonym of PCs and not smartphones (example: no one ever says "Microsoft's Xbox". They say "Xbox" period. Much like they say PS4 and not "Sony's PS4". Or Motorola and not "Google's Motorola" etc).

People knew and trusted Blackberry as well, but look at them now! The fact of the matter is, is that your trusted and beloved Nokia chose to sell to Microsoft. You guys have to remember that the company Nokia as a whole has not been sold; They are continuing on as a business and will not relinquish it's naming rights to Microsoft or anyone else as its an established brand that will entice people to purchase one of the services they will continue selling. This is why they're allowing Microsoft to use it on specific products but eventually phase the name out. Nokia no longer wants to be associated with devices, but SERVICES......Didn't any of you hear Nokia CEO state this fact????

Do NOT compare Nokia to BlackBerry. BB never in their wildest dreams had the power and impact that Nokia had.
Also, Nokia is associated with devices. The majority of Nokia is the devices. The moment they stop having devices, they disappear to give place to the Siemens part of Nokia.
Besides, the deal with Microsoft is for 10 years. So technically not even Nokia devices disappears. They move to MS for 10 years. After which they can return to an independent Nokia. If they didn't want to be associated with devices, they would not transfer the division over to Microsoft for a limited period of time.
The only reason why Microsoft is only trying to buy the devices part of Nokia is because anything else and the Finish government would automatically veto the deal.
So they did this. And the plan is: Nokia continues to make the devices but under Microsoft's ownership. That's basically the deal. Which is why it's simply stupid to remove the brand name that sells in favour of a brand name that not only doesn't sell but that has image problems.
Has none of you MS-only fans read the DEAL? Not what that slug Elop said but what's written and available at Microsoft's blogs?

If I were a Microsoft only fan, I wouldn't own 6 Nokia devices right now. The fact of the matter is that Nokia did stop bringing cellular innovation to the states years ago. if this is just a leasing deal, Nokia I'd getting a great deal, but why wouldn't Microsoft just ink another deal with Nokia like the current one the expires in 2014? I thought the use of the Nokia brand on specific phone only lasts 10 years with the option to extent name rights.

Very True, I agree. Romoving the name will result in loss of faith of many customers, like me too... Comman mass are unaware of the so called 32,000 nokia employees being sent to MS and whatever... They just know what's "Nokia" and what it signifies and what it has done for them for these 14 years.
Definitely, that would be a big mistake by MS if they proceed in this tiny possibily for the world of smartphones it seems to place its foot...

For someone like me who buys a phone just because Nokia is written on it, it will surely be the end.

Been saying it for over a year now: "Surface Phone"
God help us, but knowing Microsoft's astute Marketing and Branding folks they'll probably want to call it "Windows Phone Me" or "Vista Phone".
The Nokia name has the highest reputation for quality, why substitute that for a name associated with interminable calls to Indian Call Centers?

Possible new names:

  • Xbox Phone
  • Xbox One Phone
  • Kinect Phone
  • Lumia One
  • Lumia Kinect
  • Xbox XXX(model number)
  • Bob

(Wait, never mind, Bob was tried before, and all we got from that was Comic Sans)

Man I really liked the 'Nokia' and 'Lumia'. As we have seen as of late Microsoft sucks at names aka, changing 'Marketplace' to boring and simplistic 'Store' or everything to 'Xbox' this 'Xbox' that good lord please don't name it something stupid cuz i can be really vain sometimes and .........

First good news I've heard out of this deal. The "Lumia" name was always terrible. On the other hand, I don't know if Microsoft has the "cache" yet to use "Microsoft" as the branding. The Surface & Xbox have gone a long way to rectify that, but I still don't think its there.
Guys, it's time for "Danger" to make it's comeback.

Why not just "Lumia 920" or "Lumia 1020"...? That's more catchy imo and has a bit of momentum already for such a name of a series of mobile devices.

Nor do I want to see a Windows logo on the back of the phone, or 'Microsoft' branded anywhere on the device.

Same here. Microsoft means quality software to me, and not quality hardware -- maybe quite a lot of other people might think the same?

Surface is the best tablet hardware I have seen so far...and I expect no less from Microsoft on their future phone.

No I just believe that Nokia id better and im not saying it will suffer right away from going to Microsoft because it still is the same team essentially so if Microsoft lets them working the way they have been or funds even more we could see incredible things. I'm just not 100% trusting. Also I just hate the way Microsoft has been naming things and aside from great designs im kind picky with names. If its exceedingly bad I it bother me

Hmmm -- yes mate, there are better products out their. And by the sounds of it, you sound like you would gladly throw money for "surface phone".
So let me ask you this (now that I've answered yours), why do you think the surface is a quality product?

Really? I've tried some Android tablets and the iPad and nothing come's close to a Surface tablet.If there's something better how about you enlighten me.You can dance around what you said all day long and it doesn't change the fact that it was a stupid comment.

Jesus you're so uptight, chill out mate. I've got my opinion and you have got yours, and that is the beauty of living in a free world -- opinions are like a-holes, everyone has one!
But the funniest thing is, you say my comment is stupid because my opinion differs from yours -- now I would say, that is a stupid comment... Pmsl

Sorry,we do have are opinions on here,but what you're doing is bashing Microsoft. Nokia didn't have to sale to Microsoft,so if you want to throw some hate around,throw some of those hate bombs at Nokia.