rebrand

Nokia is planning on renaming their Nokia Maps to HERE Maps on their Lumia line of Windows Phone. The announcement will coincide with the revealing of the Lumia 520 and Lumia 720 Windows Phone tomorrow, here in Barcelona, during their 8:30am (local time) press conference.

The HERE Maps will be an update for existing Nokia Maps users and will start at version 3.2. The exact release of the software and any enhancements to the mapping system is currently unknown, though 3D detailed mapping via earthmine (acquired by Nokia) and routing via LiveSight may be on the list.

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A new update for the Xbox Extras app for Windows Phone is being seeded out to the Store. What makes this interesting is the continued purge of “LIVE” from the Xbox brand on the mobile platform.

The latest update has resulted in a few changes (1) The name is just Xbox Extras now (2) the load screen simply says Xbox with the logo and (3) within the app, it just says Xbox.

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What do you think of the new Xbox rebranding for Windows Phone?

We’ve known for a couple of weeks now that Microsoft was evidently rebranding their Xbox games for the Windows Phone OS by dropping “LIVE” and adding a green banner to the top of the cover art. Today we reported that Microsoft was even doing this for older games too.

Interestingly, Microsoft has not announced this publicly yet, making the strategy not very clear. We’ll just assume it is part of the plan to excise “LIVE” from just about everything (and we’re real curious about the Xbox 360).

So simple question: Do you like the new look?

The green banner pops more but you also lose some cover-art space and we’re still not sure what to call it…Xbox on Windows Phone? Xbox for Windows Phone?

Sound off in comments. Voting closes in 3-days and you can vote on your phone by going to m.wpcentral.com.

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Even older games are getting rebranded

Microsoft sure has been doing a lot of rebranding lately—from Outlook.com to Microsoft Store to getting rid of “LIVE”, the purge has been subtle but in our view, effective.

That trend is now continuing, especially with “LIVE” as the Windows Phone team is excising that phrase from current Xbox LIVE Games for Windows Phone. The trend started weeks a go with Shoot1UP and since then, three more titles have the new look and name: Xbox – Windows Phone.

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We've heard through the tip line during the last few days that the latest Tango ROM updates for Lumia devices features a slightly new Marketplace.

In short, the 'Nokia Collection' is being renamed to 'Nokia Market' on all Lumia phones, a move that we applaud ("Collection" never really fit). The move is accompanied  by a icon change for the Marketplace as the traditional bag is flattened for a more Metro look but also features a big 'n' logo emblazoned on the side.

The new logo can be seen in an unboxing video for the Lumia 610 in Vietnam at about the 3:25 mark

Certainly this is an unprecedented move by Nokia obviously done with the blessing of Microsoft. It also shows how deep the Nokia-Microsoft partnership can go with Nokia slowly but surely exerting control over the OS and user experience with the focus on Lumia and less on "Windows Phone". Even with all the advertising here in the US for the 710 and 900 the words "Microsoft" and "Windows Phone" are never mentioned, which is probably a good thing for now.

Users of the AT&T Lumia 900 should probably expect their Marketplace to be updated with a future software update which will most likely include Tango.

Source: Nokiapoweruser, XDA forums, Verge forum; Thanks, Dave S., and Simon G., for the tip!

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Funny thing reading social networking sites after the Microsoft Gamescom announcement: Windows Phone 7 suddenly went from potentially good to potentially killer status. Basically, the XBox integration has really impressed people--heck, in our unscientific poll, most of you are going with "better than expected" as your reaction.

All of this begs the question: why call it Windows Phone 7?

It was bad enough with the word 'Series' after it but three words to name the OS is still a mouthful these days, especially compared to 'WebOS', "Android', 'iPhone'/'iOS' or 'Blackberry'--all of which have a simple, identifiable and unique name.

Chris Pirillo, who's always an interesting read. of course agrees with this and even more so after the Gamescom announcement. His take?

They should call it the 'XBox Compass' and he gives seven reasons why going with the Xbox brand makes more sense than going with Windows.

Our thoughts? It's a heck of a lot better than 'Windows Phone 7' and 'XBox Compass' has a nice ring to it. Lets face it, calling Windows Phone 7 is just too geek, too tech, too long and too bland. Microsoft should really consider going with something different. Your thoughts? Take the poll or shout in comments.

 

Should Microsoft rename Windows Phone 7?survey software
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