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Microsoft rumored to drop 'Phone' from Windows Phone, losing Nokia near the holidays

When Microsoft acquired the Nokia mobile division it bought the rights to the Lumia name, but not to Nokia, which lives on a separate company. In that sense, the notion that Microsoft eventually phases out Nokia branding from its products is of little surprise since they have to do it.

A new report from the site Geeks on Gadgets claim that this transition period takes effect as soon as the Lumia 730 and Lumia 830 hit the shelves. In other words, those will be the last Lumia devices with the Nokia name emblazoned on them. Considering Microsoft is not suspected of any new Lumias until 2015 – possibly with 'Threshold' – the effect will not be felt for some time.

A more curious aspect of the scoop by Geeks on Gadgets is that Microsoft is also phasing out 'Phone' from Windows Phone. Once again, signs of this have already started, most notably the 'HTC One for Windows,' which curiously dropped Phone from its name. Indeed, sources familiar with Microsoft's plans have told us in the past that what we now know as 'Windows Phone' may not be in 2015.

Dropping 'Phone' may seem odd until one considers 'Threshold' and the unification of the Windows OS with Phone/RT versions. As a result, there should only be a Windows desktop OS for traditional PCs and a Windows mobile version for phones and tablets, all sharing a single layer for Modern apps. The Xbox One is also expected to be a part of this union. With 'one' Windows behind it, Microsoft would have an easier message to sell to consumers as the same experience on your PC can be had on your phone, tablet or laptop.

The phasing out of Phone is already taking place with the HTC One for Windows, but other instances of Phone not appearing in ads or commercials is expected to continue going forward, with just the Windows logo being used. Indeed, under the Lumia 830's rear cover, 'Microsoft Mobile' is visible instead of Nokia (see image above).

In the end, come spring 2015 the Microsoft landscape could look very different to consumers, but boasting a single, clear vision.

Source: Geeks on Gadgets

Daniel Rubino is the Executive Editor of Windows Central, head reviewer, podcast co-host, and analyst. He has been covering Microsoft here since 2007, back when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and arguing with people on the internet.

643 Comments
  • Nokia is a legend of a brand... it will be truly missed. Windows sucks with their marketing decisions on this one.
  • Alternatively, Nokia means nothing here in the US. It has absolutely no value here, in fact I could claim that the unfamiliarity with 'Nokia' here in the US has directly caused its poor adoption - the very opposite of Europe. So, how do you solve that problem? Additionally, Nokia is still a company. You cannot continue to make phones under the Nokia name, when they have nothing to do with the product.
  • I still wonder how many Fins care about Nokia also. I hear its all similar to here with many people looking forward to iPhone and Android releases, but you'd think there would be at least some sort of hometown favoritism.
  • Nokia's are still the top selling phones in Finland. They sell more than the iPhone. Actually, even Jolla has outsold the iPhone in the Finnish carrier that sells the phones (and whose name I don't recall).
  • Should that be a surprise? Afterall, if Finns don't support their own companies, do you expect other to do so?
  • Well, French people don't care much for Alcatel. Though, no, it's not a surprise to me. But apparently it caused curiosity to the commenter, so I answered ;)
  • @DJCBS : To be clear Alcatel phones are not french at all anymore. It's the chinese TCL company that just bought the right to use the ALCATEL name. Same process for Thomson sadly. We have no more big "public electronic equipement" maker. So that's why we don't really care about Alcatel and the fact they absolutly do not market of really sell Alcatel phones here.... In the counter part the Wiko brand that really market the french roots of the company (even if chinese bought them) and design not expensive but relatively good android phones for the price sells a lot here(like 3rd or 4th brand top seller phone in France).
  • isnt sagem french?
  • Finns are more passionate and more supportive of Nokia than Canadians are of BlackBerry.
  • To add to that try looking @ the gpu marketshare in Canada(where ati's r&d was or still is) it seems like anything designed by Canadians & manufactured elsewhere is always expensive
  • Lumias have had the highest market share anywhere in the world in Finland. So there is a lot of Nokia emotiation still. Sure, some will now in (a bit childish in my view) protest, disappointment/anger switch to others just to make a point, forgetting that Lumias will remain the most Finnish and in some ways the most European brand  (other than other even more marginal OS/brands such as Jolla) in the market. :)
  • US isn't the entire world either. The Nokia brand is a worldwide household name. Its departure will be felt strongly.
  • Microsoft is a US company and you can argue the 'tech media of the world' is mostly US based. Its poor performance here directly translates into poor coverage by the media who do not take it seriously. Example: Apple, who garners 10% pc share and less than Android for phones gets more attention than the audience who buys their products worldwide. I'm not here to judge the value of placing the US first over the rest of the world, but that is the reality. Try to find India and tech news leading any major media outlets, even if it is the real story. Regardless, Microsoft has no choice here. They basically had no choice in buying Nokia (they would have folded or been bought by someone else) and they have no choice but to lose the Nokia name.
  • Ouch Daniel, this answer is really ugly. And sadly US-centric, indeed.
  • It's the truth sadly, if people can't handle the truth then they best keep their head buried deep within the sand pit :P.
     
  • Jesus. YES its U.S. centric. Guess what? The U.S. runs everything. Dont get butthurt by it, its not a slanderous thing, its just the reality. We are the sole superpower left and our companies have the money to innovate. Daniel hit all the nails on the head in a VERY P.C. way. I wouldnt have been so kind. Get it through your god damned heads: MICROSOFT, GOOGLE, APPLE are all AMERICAN companies. With a GLOBAL customer base. Go buy a fucking Samsung, HTC or wheatever the hell you want if this shit is so important to you. 
  • Hey, fuck you and keep calm, please. There's no use in being mean or offend someone. Really, no use: this is bullying and it's not even REMOTELY funny.  "butthurt", "go buy a fucking Samsung", bla bla bla: what's the meaning of this? I didn't say "Microsoft is bad" or "I hate Windows Phone" and so on. Nor I said that I hate America: it's not the case. Guys, really: it's not World Wide War III. It's not World Domination. Get a grip: you guys talk like a tyrannical dictator, and it's - again - sad. Change your attitude: US can lead without being a fucking cunt. [Sorry for the swearing, but it seems it's the only way to relate to people, in this place]
  • heres a fun fact for those who think US is the largest buyer of phone etc
    scroll down to see your hopes shattered http://www.mapsofworld.com/world-top-ten/countries-with-highest-ratio-of...
  • you sir, destroyed this useless war with a single link! i applaude you and i'd give you a Like if there were any :p..
  • np happy to help :) its what i do- bash misconceptions :)) there is a vote up button btw
  • Up-Vote worthy comments; Down-Vote unneccessary ones. It's the Up/Down Arrows in the upper right of each comment box. (Fairly new feature, BTW.) I'll get you started by Up-Voting your comment.
  • wow...now you can take a calculator (cause i bet you can not do it without it) and calculate the sales of MS devices + Apple devices and compare the result with Samsung's sales...sorry you will not like the results. so if your government is helping few american companies (like apple) this doesn't mean anything for the rest of the world.
  • @socalbigmike If you really believe US runs everything you are mistaken if im not mistaken ,in the recent recession ,only the countries that side of the world were hit massively in asia,we rarely have recession etc guess what about phones though,nokia is finnish,why would a high and mighty US company buy a mere finnish company why is samsung not a US company dont make such bs derrogatory statements such as US rocks and the rest of the world is nothing
  • I'm not a U.S. citizen, but I completely agree with Daniel here. Sometimes the truth is ugly.
  • While i completely agree with you Daniel that Microsoft dropping Nokia makes sense, I think that "Microsoft Mobile" sounds very 1995. They could have come up with a classier name. I think "Windows Mobile" would work just as well, although maybe it’s to differentiate their hardware with companies like HTC? Anyway, what I think Microsoft really needs to do is come out with a Surface Phone to be their golden child, using Nokia mobile tech. Windows Lumia Surface maybe? 
  • Well Daniel believe it or not but in India Nokia still means alot. I bet people in rural areas in India prefers brand Nokia instead of any other brand(I know name change won't change anything). Its people's mentality.
  • totally thing is most of the people commenting here probably havent stepped out of their respective countries etc not being rude to them but its harsh to generalise in such a manner as they do
  • I'm a WP user and it is widely known that the strategy of nearly dropping the whole world to favor USA has failed badly in the case of Nokia. Elop killed Symbian and MeeGo very early, while devices were still selling a lot (but he didn't mind, they were selling outside the USA, because USA was the exclusive new focus), and even boycotted N9, not allowing the release in many countries. He just wanted Nokia to have mindshare in the USA and the result was awful: the Lumia 800/900 and such, as a failed attempt to make the Nokia its own iPhone. This retrospective brings us to what's happening, where they are choosing to keep the focus in the USA, plus dropping the Nokia name. This will now sink the rest of Nokia, now Microsoft Mobile. They failed in mobile again.
  • thats not true,china and india have more phone sales than US especially china US has the contract system and the rest of us have byod system,so we dont change phones as often as contract but since the population is more,phone sales are more
  • The US is the largest market and I believe more phones are sold here than all of Europe combined. That makes it pretty important. Not to mention most of the popular apps are developed in the US.
  • China has the largest market Posted via Windows Phone Central App
  • China, may be the largest market via population, but the economics provide a much smaller buying population...
  • I hope you are joking
  • I would be very surprised if that is the case. Euro is mobile first there army many places left in the world that have as may home phones as the USA
  • Europe more than doubles the population of US.
  • Frankly, the u.s. Is the center of the world, and politics, specifically the typical u.s. Lead against Isis, is a fine example beyond just silly phones. What's more important, beheading, or a phone, your choice.
  • Did it hurt, typing that? It sure hurt my brain trying to read it.
  • He wrote it with his peg leg
  • While tap dancing eh
  • Yarr
  • Another way of gauging Nokia's brand power is that it's similar to Apple in the USA, the brand name is that recognized.
  • The Nokia name lives on with their software... At least.
  • Nokia has a little value here... And msft does need to do an overall better job at marketing the future of its phenomenal devices
  • I have a hard time with this idea that nokia means nothing in the united states. I was born here and cannot recall a time when i never knew what nokia was. But that being said, I buy windows phones because it's microsoft.
  • People have heard of Nokia, but consumers do not use their products here. Symbian was never a serious OS in the States, it was easily eclipsed by Treos, BlackBerrys and Windows Mobile on all the carriers.
  • True. I pushed Symbian hard in the states, even with amazing devices like the Nokia N82 and no one cared. I pushed hard with the C7, which T-Mobile eventually released as the Nokia Astound....T-Mobile didn't care and neither did customers. T-Mobile didn't even tell customers that the Astound had built in TV-Out and USB OTG. I did convince 2 people to buy a Nokia N8 and one a N82, leaving an iPhone. In the end,  no one really cared if Symbian was more advanced in 2007 than anything that was out or that deviecs had GPUs, front facing cameras, stereo speakers, IR ports, TV out, multitasking, file managers, 3D games, long battery life, great audio and video recording at 640x480. Nope, none of that matter. The US market - carriers and consumers were simply not interested. Most of the blame is on Nokia for not successfully mareketing the devices and making them available in the US market at affordable prices. My Nokia N82 in 2007 had superior hardware and offered more features than any competing device but it was not sold on any carrier nor was there any marketing. I stumbled across it on the Dell website when looking to replace my ASUS PDA with an all in one device. Having Nokia Maps with offline navigation was AMAZING especially since Android and iOS were not established. I even used Garmin Mobile. Alas, the US consumer didn't care and Nokia didn't care either, as they only marketed and sold S40 devices on carriers and by the time they marketed Symbian devices on US carriers (S60/S^3) it was too late as iOS and Android provided smoother experiences and local applications.   Oh well. Daniel is right and I could write a book about Nokia's failures in the US market pre-Windows Phone. I have Nokia US contacts that I have met in person, I have worked with carriers and done in store demos all in vain, that is until Windows Phone came along. Even now, Nokia is not the brand that comes to mind when a US consumer wants a smartphone, not even in the slightest unless it is a user that either already owned a Nokia device or actually cares enough to try a Nokia device or they have seen marketing material/ads with Nokia devices since the Lumia 900 launched in the US. At that time, the usual response was "I didn't know Nokia still made phones/I didn't know Nokia made smartphones???" when a US customer saw a Nokia phone and this is all AFTER Symbian commanded over 70% of the global smartphone market at times. It was amazing, over 70% marketshare for Symbian and almost no presence in the US. While Symbian was providing a smartphone experience, the US was buying dumbphones like the Razor and so forth. People were so amazed that my N82 had TWO CAMERAS!!!!....they would say "Look, his phone has a WEB CAM!!!!!" Oh well....Nokia's loss. Apple arrived on the scene with magical marketing of a sub par product and kickstarted the US's obsession with slick devices, apps and the desire to own a "smartphone". Nokia stood by and did nothing for the US market and when they finally did, the S^3 devices and S60 (E63/72/73Mode) did not resemble or function like the smartphones that captured the hearts of US consumers. Wait.....I'm writing a novel again..must...end...this comment.
  • I enjoyed reading it. :)
  • No, keep on going. I like it.
  • @Deaconclgi Nice analysis and insight.
  • Dude, you should write a Nokia editorial for WP Central ;) Good read!
  • Spot on
  • Oh come on... You started a story then end it well. More!!!!,hahahaha
  • Really enjoyed reading :) But, don't you think, maybe was not Nokia's fault that they were so poorly sold in US?
    I think that someone (other companies or just politic and economic structure) didnt wont Nokia to be popular in US, That is logic to me :)
  • @Deaconclgi That was informative and spot-on analysis! Thank You! :)
  • That was a good read and great analysis :), now can I get a refund on the time spent? Just kidding :P.
  • Continue. . . :D
  • So true. In 2007 my friends convinced me to get a Razor. When I went to upgrade ATT was out of Razors. The sales person showed me a Samsung phone and the Nokia N75. I was more impressed with the Nokia build...wow, what a phone that was. It was a smartphone with a phone pad setup. But with the T9 typing I had gotten to the point where I could text without looking at the keyboard. This is before the iPhone came out...there were these apps, backgrounds, and games that you could get from the Nokia store. So in 2007 I had PDF, MS Office, map, music player, video player on my phone. Also, I could tether WiFi through an app. I was sold on Nokia. In 2009 I upgraded to the Nokia E71x. It was like a BlackBerry style but still had more functionality than the iPhone 3 had, and by this time my phone was working for me so I couldn't sacrifice functions so no iPhone. 2011 came and ATT wasn't selling any Nokia phones, so I held on to my E71x, which I still have until one day I heard that a Nokia phone was coming to ATT. November 2012 I got the L920. Which has proven to be an amazing phone. But I understand the end of the Nokia phone...it's just sad when you realize the quality and uniqueness that they brought to the phone industry. But I like the Windows UX, so I'm ok just hope MS, or somebody will produce the next phase of the L920...no the L930 is to gimped to qualify.
  • You are so right on all points. I had a E72 and I actually still have it and use that as a back up phone sometimes. It was the smoothest phone at that time with the Symbian OS. That was what has also kept me as a loyal Nokia consumer because they have always made good solid and reliable phones.
    They will never be built the same as before.
    Love my Lumia 925 though, soo glad that I had stayed loyal to the Nokia brand when I decided to try a new smartphone.
  • Kudos @Deaconclgi , for what it's worth, I still have my NE63 in my pocket, alongside my Lumia520. I just can't part with it... Sad to see the Nokia depart from WP, but I will always associate Lumia with Nokia. That said, I got an HTC on WP7 before my Lumia, so I can say Microsoft Mobile suits me just fine. I'm looking forward to the potential of the Threshold Microsoft One Core OS.
  • Oh wow!!!! Thank you all for your comments and suggestions! Nokia has touched the hearts and minds of many people around the world and to a lot of people, the last 4 years has been tough to see Nokia go through such a rocky transformation into the Nokia that we have today that no longer makes phones. All of my friends never owned the great Nokia devices that I owned during that early years of smartphones in the US. They saw my Symbian phones, were amazed and wowed at all they could do but ultimately, with the device not being available on any US carrier, the $500 pricetag resulted in a loss for of a sale. It was disheartening to have so many people see a device that they would love to own, that far exceeded their expectations at the time just to say "ooooohhhh NO!!!!" The conversations would go like this: (after showing the Nokia smartphones) Customer: "What carrier can I buy it from?" Me: "Well, the phone isn't available on any carrier. It is unlocked and you can use it with any GSM carrier. You can buy it online and put your existing SIM card into it. Customer: "What does that mean? I don't have to get new service or a contract? GREAT!!! Me: Exactly! Customer: "Wonderful. How much does the phone cost?" Me: "569.99" Customer: "FIVE HUNDRED AND SIXTY NINE DOLLARS?????!!!!!!" Customer: "No way!" Me: "(very disappointed) Thanks for allowing me to demo the phone....it is my hope.....that one day...Nokia will decide to sell their amazing phones in the US on a carrier for a cheap price." I kid you not. That was my experience almost 100% of the time. I only convinced 3 people to buy a phone without a contract. I didn't work for Nokia so I wasn't getting any commission. I simply wanted people to have the best device possible, gaming, navigation, music, internet, video and so forth. Something truly special that made life easier. At the time, paying several hundreds of dollars for a "phone" was absurd, even $200 was pushing it. At the time, a carrier was a safety net and consumers were extremely cautious of the idea of a "smartphone" and people had concerns about technical support and warranty support. I would always be asked "If I need help or support, can I just call AT&T/T-Mobile?" and my answer would be: "Unfortunately, the phones aren't supported by the carrier so you would have to call Nokia for support." The thought of owning an amazing Nokia smartphone instantly became a burden to the customer, instantly overriding the sheer technical amazement with a sudden fear of the uncertainty of what to do, how to use, who to call, and the realization of the undeniable lack of a local support structure, magnified by the high $500+ price of entry and it all became a gamble that US consumers were not willing to take. In the US, especially at that time, carriers were the be all end all and without a tie to a carrier, the owner of an unlocked phone was to be an outcast, on your own, up a creek, heading towards a rocky waterfall without a paddle and unless you were tech savvy, you had no hope. The 3 people that did buy the Nokia N82 and N8s looked to me to be their tech support. They would literally call and ask for help or meet me and ask how to do certain things. They couldn't call AT&T and most of the time Nokia wasn't of any help beyond replacing a defective device. Mind you, I didn't just show Symbian/Nokia devices to friends and family but also coworkers and random people I met from around the world at conventions throughout the years. Thousands of man hours and even though everyone was thoroughly impressed with what Nokia had to offer, the only people that actually bought the devices were those who were comfortable with the risk and who could afford to take the risk. Carrier devices simply took the risk out of everything. If you didn't like your iPhone, you simply walked back into the store, within your return policy and received a refund or a device trade or a credit to your account. None of that was present with Nokia smartphones in the US. After a while, the people who bought the N82 and N8 all moved to other contracted phones, on to iOS and Android, smoother, more powerful devices with the full backing of a US based ecosystem and carrier support structure. It was exactly what the US consumer needed: Access to devices, pricing, services and a robust carrier support structure and this is where Nokia ultimately failed in the US. The opportunity in the US simply passed Nokia by. The competition improved by leaps and bounds and the media attention and US consumer's hearts were firmly planted into the iOS and Android ecosystems. It was a sad situation for Nokia in the US and they were never able to recover from the missed opportunities. When Nokia tried to recover in the US with S^3 devices, the media blasted the company as their devices and the Symbian operating system that Nokia provided at the time was not what US consumers wanted. The expectations of what made a smartphone had changed dramatically. Consumers were no longer holding a dumbphone in their hands and considering an advanced Nokia phone, they were holding the iPhones and Android devices that they already owned and were looking at a phone from Nokia that provided an inferior Symbian ecosystem in the US and with that, Nokia did not stand a chance. I wish I had more time to write more but if you would allow me to share a link to an article I wrote a little over a year ago on a similar topic. Here is a quote from the article: "See, for a lot of us, our personal experience with Nokia devices planted an emotion in our heart and a thought in our mind that any other phone/smartphone, all of the competition would be battling for 2nd place: 2nd place in Audio, 2nd place in Video, 2nd place in Gaming, 2nd place in Screen Technology (Nokia was using 16 Million colors before the competition), 2nd place in Build Quality, 2nd place in Connectivity, 2nd place in Web Browsing, 2nd place in Mapping, 2nd place in Customer Service, 2nd place in Design and, 2nd place in Call Quality/Reception, 2nd place in delivering on their promises"  A lot of what is said in my quote above is true today and are the building blocks that have given Nokia almost all of the current Windows Phone market share. The US simply missed out on the great Nokia devices that generated millions of Nokia fans around the world that would have never imagined a day where the word Nokia was not a permanent fixture on their favorite phone. http://mynokiablog.com/2013/07/30/why-we-love-nokia-explained-in-a-205-minute-video/ Thank you all again for your comments and for taking the time to read my comments as well. I hope you all have a great day.
  • @Deaconclgi Awesome feedback, sorry out went this way for you and us all, MS should provably make you a Lumia Ambassador or something :-), Will finely check out your blog. I get my devices from the US, but I live in Jamaica and we're one of those Latin American and Caribbean countries that are (were) Nokia Centric , and just recently the WP OS because of the Nokia name on the Lumia line.
  • aah, N82, what a phone! I remember having this one back in the days, it was really amazing device.
  • Superb comment and article. I live in India, and previously owned(still have it) a Nokia 3110 Classic 2007. It could Skype, had PDF, Office, had a 1.3MP camera, etc and was a unique experience. Nokia are still very popular in India, second only to Samsung. Nokia will surely be missed :'(. I hope Microsoft somehow manages to buy the whole of Nokia, just for the brand. :'( In India, Nokia= no. 1 trusted brand, with excellent after sale service.
  • Well done on your comment. I can remember this quite well. Thank you for posting.
  • How curious is that? Here in Mexico Nokia was a strong brand, people hear about Nokia and they immediately think about robust phones. As for me, for example, buying a Microsoft phone will mean nothing compared to buy a Nokia phone. Probably I will abandon Windows Phone once Nokia brand disappears (of course I will keep my Lumia 1020 until something happens to it). In my case this is how important Nokia brand is for me and for many people I know. Here in Mexico Microsoft is only known because they sell "Windows" and nothing else, Surface tablets failed as a product, since the first version of the Surface years ago, I have seen two of them and no more, ask me about Nokia Windows Phones, you see a lot of them (You will never see Windows Phone HTC nor Samsung). Anyway, if in the future Nokia comes up with new products I will buy them, even with Android flavored devices.
  • Then again WP sales in the US are very poor compared to Europe and the rest of the world. Apart from marketing, the sentimental value of Nokia is indisputable. I can't see dropping Nokia helping them to shift more units on this side of the pond... I know I will miss the branding.
  • Wrong. The U.S. is Windows Phone's largest market.
  • I have to agree. While Nokia is a Household name in Europe & India ... It's practically nothing in the US & a dying breed in some parts of the world ... For instance, here in Saudi Arabia. People associate Nokia with feature phones ... Especially the "Torch phone" ...
    Don't get me wrong, Nokia is a legendary name in the mobile industry ... but sometimes you have to let go if things don't work out the way you want. Just like Ericsson, Siemens & Alcatal before them (even though Alcatal is trying to make a comeback)
  • Here in Brazil Nokia is associate with Windows. Nobody knew what was Windows Phone before Nokia Lumia phone line. 
  • True. One time, my classmate was asking about my phone, I said "its Windows Phone," then he like argued, "Nokia Lumia?" Well... Nobody knew Windows Phone. They knew Nokia Lumia.
  • To say it has no value is unfounded. Does it have as much clout as Samsung or Apple, absolutely not. MSFT is going to have to come out with a bang if the Lumia brand is going to take over. And I think they have acknowledged this.
  • Does the "Microsoft" name have a value in for US customers? Because I have an impression that it's not the case. I'm not saying that "Microsoft" is worse/better, just want to know.
  • People here definitely know 'Microsoft' and more importantly 'Windows'. Microsoft has a very strong presence here in media, TV, ads, sports and gaming (Xbox).
  • Exactly my thoughts. Microsoft is a bigger brand and will be easier to push Microsoft Lumia just like Microsoft XBOX, Microsoft Surface compared to Nokia Lumia by Microsoft.
  • Yes, but is it a positive association with most people?
  • Ehh not really. "Windows" is STILL used by many general consumers in a negative way or as in its old and crashes and gets viruses and macs don't bla bla that sort of ignorant approach. I study Information Systems at FIU and within my program (the tech nerds) we all speak of Windows as strong versatile machine something Mac could ever come close in compatibility. BUT in Mobile... oh boy that's a different story lol Lets just say Apple has brain washed 80% of the United States. It is now that I am saying my first Windows Phones in my university and people are starting to mention the Live Tiles and smoothness of the OS compared to android for example (that's just what they say) so to answer, is it a positive association? hmm with general consumers idk I would lean towards a NO. but on the bright side Microsoft and Windows is so unknown in the Mobile scene here that they can actually USE that to turn the bittersweet taste around (in mobile that is). :)
  • Right, the positive thing is a big deal. Yes for Xbox, probably not for Windows so much. Just like 'Windows' Microsoft believe it is easier to rehabilitate than to start over. I know they do a lot of consumer/market research for the decisions, fwiw, it's not just a few white guys deciding these things.
  • ' few white guys'... Why r u making this a racial issue???
  • No, it isn't. To almost everyone, Windows on a phone sounds like a nightmare, sight unseen. Microsoft should have bought the name Metro, called the UI Metro and called the phone OS Metro. Going with Windows instead will cost them billions of dollars to overcome, if they can at all.
  • Exactly. On one of our local barter and trade pages on Facebook, a young lady is "Looking for 3 newer AT&T smartphones cheap. Not wanting to pay more than $150 or $175 a piece. No Windows phones." This shows you right there WP is not doing well.
  • 'Microsoft' and 'Windows' might have a very strong presenece, but it's not exactly a positive one. I doubt that replacing Nokia with MS/Windows is going to have a positive effect. It certainly not going to do any good outside of the US.
  • Sure it is, it is the most popular operating system.known to man.
  • It isn't 2005 any longer. Android outsells Windows 4 to 1. Windows is under 20% market share these days. Apple and Google both outsell Windows.
  • Lol, what?
  • can they simply use different brand in the US and use Nokia in the rest of the world?
  • How? Nokia is still a company that doesn't make phones. Why would Ford let their name be used for Mac-n-Cheese? It makes no sense.
  • That is what I was thinking right now. For example, here in México, I think the "Microsoft" brand will never sell, Nokia will do it. Years ago, Hyundai tried to start selling cars, they started using Chrysler as a intermediary: You were buying a brand new X car "by Dodge", now Hyundai sells cars like any other brand.
  • Yeah thats why microsoft surface and microsoft xbox one outsell the competition, right? Microsoft Lumia will sell the same in the US.
  • Not for me Daniel I looked for Nokia when I first starting getting cell phones I had heard nothing but good things about them and how well they stood up to being used - Microsoft doesn't have that reputation yet and if they keep stalling on getting their phones to their users they won't be able to continue to have phones. I am already waiting to see what the Apple and Note 4 look like in my hands because of how long it will take the 830 to make a appearance my contract has already been up a month and if they are not going to support my 1020 I need to do what is best for me. Was already not happy that the 830 was a low budget replacement and I don't see me going backwards to the other Windows Phones that AT&T already has
  • Well even in Europe people look strange at you when telling them you have a Nokia phone, almost as if they believe you still use a 15 year old 3310. With that said however, I have a really really hard time seeing Microsoft getting brand recognition for making phones. Just look at Google and their Nexus phones, very week brand recognition amongst the general public.
  • "Google and their Nexus phones"
    Those are niche devices and being online only is a direct result of that.
  • That is true but I still think it will be a major hurdle to get brand recognition. Just look at the Surface products, complete failure.
  • I wouldn't say failure. I would say VERY SLOW recognition. The other day a conversation sparked in my FIU class about the new surface pro 3 (two kids had it) and I was so surprised the whole class knew about them and their Pen features. so its all relative really. I think the new partnership with Surface and the NFL will help here in the US
  • Surface is doing OK. Nonsense to call it a failure. Actually the Surface brand is doing quit well. When people see one, there's alway the comment how beautifully it is made.
  • They're not online only. T-Mobile sells them and carries them in their stores. I agree that they are "mostly" sold online though.
  • Besides Motorola gained all the marketshare launching their flagship phones like Moto G and Moto X (Gen2) available only through sites.
  • Very true indeed. Will be sad to see Nokia disappear :/
  • I can confirm that.
  • I agree.  Nokia has almost 0 current brand recognition in the US and when people hear the name Nokia they think of the http://en.wikipedia.org/wiki/Nokia_1100 from over 10 years ago.  Many Americans don't even realize that Nokia still makes phones.  I'm sure in the European, African and Asian markets it may be different.
  • While I think Windows Phone breakthrough would be winning the US market, elsewhere the Nokia brand is so revered that Nokia brand equals mobile phone. I'm in Malawi, and you can't believe how popular L520 and 630 is. People buy those because it's Nokia, not WP. But then it's just a negligible market which doesn't change the stats of user base tremendously
  • Daniel you seem to only respond to people you disagree with. Or you tend to point out the inaccuracies in whatever people say. I realize you want to get correct information to the people but thoughts on positive reinforcements on comments you like? 
  • lol, I have never measured my rates of responses, but sure, I tend to go for those who have differing opinions. It's not as much fun to agree with everyone ;)
  • That makes sense! And thanks for the resopnse! 
  • But my question is how will you refer to the phone versus the tablet vs the PC Windows if they are called Windows? Apple is the only maker of iOS products so they can stick with iPhone, iPad and so on but because Microsoft will not be the only one to make Windows products it makes referring to the phone ecosystem of windows vs a different part like tablets difficult. Microsoft just needs to put more emphasis on branding because how many different times have they changed signage, names or logos....
  • Murican still think their country represent the world. Nokia is worldwide brand, who the fuck cares about nokia has no value in murica
  • You sound bitter, did we bomb your Country some time in the past?
  • The laws of probability says YES.
  • lol, we need our upvotes back
  • Daniel The US is not the world. i will buy a lumia 1520 and that phone will be the last windows phone i'll buy because i was buying because of the Nokia brand not the OS. it is such a shame because if windows phones are selling well in India Europe and Latin america is because of Nokia brand not the Os. Sad Sad.
  • Nokia wasn't the company it was 10+ years ago. Brand loyalty will only get you so far when you are putting out inferior products, and are being mismanaged into oblivion. GM of the mobile industry.
  • I also bought lumia because of nokia.
    Here in india, nokia means trust, all other OEMs care centre has bad service, but nokia care centres are too good in service.
  • True!! made me emotional..
  • @ReneGO0 "Daniel The US is not the world." No shit. I have never said that and quite frankly, I'm sick and tired of non-Americans throwing this canard out every time. Get a new argument. For all it's cosmopolitanism, Europe is fill with the same douchey people who stereotype and bring the elitism as Americans do (Saw it in Germany! Seen it in the UK, caught in Spain). /rant Despite your line of false reasoning, your forget the one thing: Microsoft does not OWN the Nokia name. They have no choice here. We all knew this when Microsoft bought their mobile division. It is time to man up and accept it already.
  • U know Daniel you are a douche bag and unable to take the heat. You may be sick and tired of NON AMERICAN readers giving their opinion in the same way I am of your impolite maners. And since I wont stop reading this blog I like a lot I,ll simply skip your articles in the same way you can skip my opinion in comments you dont like.
  • Stay classy, Rene.
  • Upvote this comment :)
  • I wonder why Microsoft doesn't use the Lumia name for their phones?! It's simple and catchy. Calling them Windows will only confuse new comers!
  • The OS will be called Windows. The phones made by Microsoft will be called Lumia. Now, will all tablets made by Microsoft be called Surface, including the Mini? Posted via Windows Phone Central App
  • I'm sorry but I have to disagree, Daniel. I am in the US and I started looking at the Lumia 822, bought a Lumia 925 (and now an Icon) specifically because of the Nokia name - not the Microsoft name. While Nokia hasn't been synonymous with smartphones here, anyone who had the old Nokia 5100 series (detachable plates, indestructible) will likely have fond memories of that phone and associate the Nokia name with reliability. In my opinion, its not the Nokia name that has held the new phones back, but more peoples uneasiness about adopting Windows. Had Nokia introduced phones on a more familiar OS, such as Android (something other than the X), it would have a lot more of a Smartphone following here. Am I glad they stuck with Windows Phone? Of course! It's a better OS than Android IMO. But I likely would have never tried Windows Phone if not for the Nokia name. So I have to agree with gizzzmo - the Nokia name was one thing that Microsoft had going for it. They should have kept the association.   
  • I'm sorry but personal annecdotes do not refute my point. Symbian was never big here. I started writing for WMExperts in 2007, back then we had a Nokia/Symbian site. In the US, Symbian was just not big. It was not carried by all the major carriers, had no press, etc. I don't doubt it affected your decision, but I am fairly certain you are a tech savvy person who was simply ahead of their time, like most people who used a Nokia phone in 2007. The US was still focused on the Razr's of the world back in 2005-2007 right when Nokia was hitting their stride.
  • I was refuting your statement of "Nokia means nothing here in the US. It has absolutely no value here". In my opinion, this is incorrect. It DOES have value because it brought me (and I am sure I am not the only one) to the Windows Phone ecosystem. I would hope that is of value to Microsoft. Now while Symbian has almost no meaning in the US, the "Nokia" name is one that is familiar to anyone who had one in the early 2000s - it was THE phone to have. You can still ask people their favorite phone they ever owned and I bet you will still get some that say "My old [insert color] Nokia with the detachible face and Snake! It was indestructable"! [Source: I have heard this response. Take that for what it is worth. *shrug*]   To people who are not tech savvy and may have not adopted smartphones, the name Nokia is a reminder of simpler phones that were reliable, tough, and had great battery life.  I would think that a lot of people have positive association with Nokia in the US - a lot better than some other brands. At least I seriously doubt there is much negitivity associated. Let's face it, after the Windows 8 deboggle, Microsoft needs positive association. While it may not be as big of a name in the US as other phone companies, to say that it has no value is flat-out incorrect. The Nokia name helped to bring Windows Phone into my home and I am sure I am not the only one.
  • "The Nokia name helped to bring Windows Phone into my home and I am sure I am not the only one." You and Maddox were the only ones in the U.S. using Nokia smartphones back then; his 2007 write-up about them, from shortly after the iPhone came out: http://www.thebestpageintheuniverse.net/c.cgi?u=iphone Nokia had almost no presence in the U.S. in the 2000s, regardless of how good their phones may have been (due to their issues with the U.S. carriers and not liking the subsidized phone business model, IIRC.)  Daniel is right; everyone with a cell phone, almost literally, had a Razr back then.
  • Windows Phone is what brought me to Windows Phone. I had experience with the NOKIAS, but was terribly dissapointed with their bugs. My first one was an Unlocked E71, with my last one on Symbian being an N97 mini or was it the E5. Anyways, I just kept having issues with them and gave up on them. Mostly it was random reboots. So, I started my search for a replacement with a cheap android, then a very expensive droid(Xperia Play), which cost me like 700 dollars. Man, I lost like 500 dollars on that crappy phone. Then I bought a Focus and that began the start of a beautiful relationship with Windows Phone. I was gonna say I haven't looked back since, but that would be untrue. As you well know, Nokia came out with that Yellow Lumia 920 and I wanted to represent so I bought one, just so people could see I was rocking a WP. But, I regretted that decision as I got the COGS of Death on that. Now, I'm just wiating for the Next Best Thing that isn't NOKIA!  
  • Unfamiliarity? Ur bullshitting now. Millions upon millions of Americans have fond memories of their first phones which were Nokias. This brand has more positive feelings toward it than Windows does! Microsoft is doubling down on failure with this move.
  • Oh? And how many multi billion dollar companies have you run?
  • You sound like all the people who said that HP pricing the Touchpad at $500 was a great move because it signalled to buyers that it was high quality.
  • Yes, it boggles the mind. I get that MS went through an amazingly self-delusional period the last few years, but I thought they were getting better now. This throws the whole thing in doubt.
  • Anyone over 35 has had a Nokia phone here in the states, but that's probably not the demographic they're looking for... So will wpcentral go through a similar rebranding and lose the "p"?
  • Eh, I'm 37 and I never owned one until the Lumia line ;)
  • Same here.
  • Is there any chance that lumia fones will get OTG function this year or with debian red firmware update?? Posted via the Windows Phone Central App for Android
  • Till date, about half of the people that I could initially convince to get a Lumia, changed plans just because of the lack of this single feature..
    The other half didn't get one because of lack of WiFi direct...
  • I think this is a very valid point...as much as Nokia means the world to me and is the same as unbreakable to many it just means crap or nothing at all or it talks about a time before the iPhone.   I am glad to hear the unification of table and phone...we need to bring it all together and make that UI perfect and seamless
  • But that's in US.. Nokia means "a-heck-of-a-thing" in other countries like India!! But if Microsoft keep calling there phones as "Lumia XXXX" then its probably acceptable here in india!!
  • well WP is not gaining much in Us anyways but they will lose big time in India & Europe where ppl love nokia and bought WP just for Nokia
  • I don't know about India (2nd biggest WP market) but here in Brazil (3rd biggest market) people buy Nokia, NOT Windows Phones. Many don't even realize the OS is not Android, and try to find the apps they are used to. Most doesn't care which OS is in it, so long it's a Nokia. Nokia was synonymous to mobile phone around the world for years, even in the smartphone age (Symbian had a huge market). Maybe MS can keep selling here with the Lumia brand, but if you ask most Nokia Lumia owners if they would buy a Microsoft phone, they probably would say "no".
  • I have always loved Nokia here in the US, I have had three. Everyone always seemed to know the brand.... Oh well maybe I was just crazy about their phones.
  • Daniel you should know that the world isn't just USA ! You silly Americans
  • ... Please, get a better argument. This one is below you. But hey, let's all criticize each other's nationalities with stereotypes and sweeping generalizations. Where are you from and I'll say something unfair?
  • You have a good argument Daniel. I moved to NY recently and the brand awareness for Nokia products is quite low compared to South East Asia ..eg. Singapore or India.   people know just samsung or iphone.   but MSFT has to evaluate how this brand management strategy will affect Nokia phones market share in Asia and regions with good brand awareness
  • I have no problem with them ditching Nokia name, but its not the problem. I have a bigger problem with them removing the word Phone, unless you're just talking about the OS. To me Windows is a bigger boat anchor than either Phone or Nokia, that and all their constant renaming of things.
  • On the contrary dropping the word phone makes it sound so much less geeky.  Get ready to re-brand the site! :P
  • I think Daniel Rubino had hinted that months ago when WPCentral focused on all things Microsoft. ;) I mean, they didn't even bother to stylize the wordmark -- very generic "WP Center" up there with the site redesign.
  • Mr. Rubino, America is not the world. In other places, Nokia is a mark of high quality hardware, for great prices. Nokia and Ericsson were once the driving force behind the Finnish tech economy, and people remember that. You might not see Nokia as important, but in my opinion Microsoft purged Nokia in a most undignified way.
  • I think Nokia comes with a sense of durability. I tell people my phone is a Nokia and they're like: "So it won't break?" To be fair, I think my 925 seems way more durable than an iphone.
  • With all my respect but your example danial is just about us and it is just ONE country, there is a world out of the American not-perfect communication and Mobil market. With no offence for sure.
  • MS and some ppl always think USA is the only market for WP phones. As long as this thought prevails, MS couldn't climb in the market share. Nokia provides the BEST hardware in the planet, no one even comes near it!! Its a brand which deep rooted in people's minds for decades, on the other hand MS is just a growing company regarding Mobile platform. The reason WP has reached to many milions of Users is [50%] because it contains the brand name NOKIA...
  • Daniel...so what does that say about the Nokia Center in Downtown Los Angeles. Nokia's name must hold some weight/worth/value, wouldn't it?
  • No idea about US, but at least in India the name has a serious impact in smartphone buyers , evn myself bought Lumia because its a Windows phone frm Nokia...
  • Nokia is a big brand here in India. It was rated the top brand for 3 consecutive years , ahead of even FMCG brands. Removing Nokia brand will have a very significant impact and would affect sales of low-end Lumias. More than half of the people in India would not even know the name Microsoft. 
  • US isnt the only market in the world there are hundreds of other countries as well which account for more marketshare than US
  • Yea and its just wrong to think that way.... WP has a much higher marketshare in Europe than the US plus we have over twice the population and yet everything is US centred... to think its poor adoption is because of the US, thats a fucking joke... half the world doen't even read engligh so how are they ment to listen to all you US tech reporters, England has a massive amount of tech sights, ones reletive to England... Germany has its own... its because MS won't treat its most popular markets first... end of...
  • Nokia brand lives on it other fields though. As rumored, even in consumer products perhaps.
  • As long as the hardware still being that great, why to be concerned about it?
  • They want to unify the Desktops and Mobiles and Surface Family with the Windows 9 (Threshold)..They were looking to launch the McLaren and the 10xx under their name not Nokia's..People at many places don't even know that Microsoft has bought Nokia and now owns it!!..Well they had to do it one day or another why not start after the release of all the Nokia Lumia x30 line-up??(Maybe 1525 or 1325/30 might might surface in the fall to increase the sales when it's the most profitable time of the year)!!
    Well they have adopted the policy of 'One' (Taken From Their Address)----Xbox ONE,,ONEdrive,,Windows ONE(Desktops+Lumias+Surface+Other OEM tablets/RTs etc etc)!!
  • They didn't buy Nokia and dint own it, Nokia is still a company in Finland. They bought the mobile divisions and the Lumia name.
  • The allotted time Microsoft had to use the Nokia name were agreed upon as part of the mobile division buy out. Basically the time is limited. Combine that with they're own plans to merge rt/phone. Keeping the Nokia name on the phones and Phone in the OS name only makes advertising harder for them going forward. I think these changes are good but more importantly they are inevitable.
  • I agree with you completely. If they're forced to drop the name, the start of 2015 is the time to do. It's a fresh start, but they can't have misteps.
  • Just wondering if it will be Microsoft Lumia or will it be Lumia. Like Xbox and Surface, sort of a stand-alone name, if you see what I mean.
  • ull be seeing Nokia to release new devices, but this is just only rumors but I (me) THINK they will someday release somekind of a device... can be example wearable device (watch), or even remake a phone with their massive of patents they already have
  • What do u want Microsoft todo force to buy the whole of Nokia?
  • Microsoft doesn't own the Nokia name. All the are doing is dropping the Nokia name from the Lumia hardware. As for the OS, they are dropping the Phone so that their OS will be just Windows no matter if its on a phone, tablet, desktop or whatever. So is it a shame that it'll not be Nokia Lumia 1030 (or whatever), sure. In the end it'll be Microsoft Lumia 1030 running Windows or Lumia 1030 running Windows. To me Lumia is a Nokia brand no matter who owns it.
  • You do know that Microsoft only licensed the brand, they can only use the Nokia brand for a limited amount of time.
  • So sad.. Nokia might not be that relevant in the US. But it is for the rest of the world!!
  • Windows don't 'suck' with their marketing decision on this one, because they've got no choice.  The article clearly states "When Microsoft acquired the Nokia mobile division it bought the rights to the Lumia name, but not to Nokia" Sometimes, reading an article before commenting makes you look smarter.
     
  • Oh come on be realistic here, the Nokia name was never MS to keep in the first place so how can this be the mistkae of their marketing department? Nokia as a company still exists, they don't want to sell the name to MS and only allow them to use their brand for a limtied amount of time, which part of this is at all MS' fault?
  • Yeah, I agree with you. I switched (from Symbian) to WP firstly because of the Nokia brand, followed with the new UI (different from the typical rows of icons). But I'm a MS fan too! With Nokia or not, I will stay with this platform. Windows FTW! :)
  • I thought MSFT could keep the Nokia brand for marketing purposes for another decade? Unless they were forced to drop it, this will be among the stupidest moves MSFT has ever done.
  • They were only allowed to keep using Nokia name for 10years for NON-SMARTPHONES.   For smartphones it was always set to expire by 2015, so yes, they are somewhat forced to drop it.
  • While I agree that for some of us Nokia is a legend of a brand, I'm sad to say that for many many people, certainly in the UK (where I live), Nokia is remembered for good, long-lasting phones, but with a very confusing operating system and a terrible "app" experience. I personally loved the flexibility of Symbian, its multi-tasking abilities, the fact that I could administer a server with Putty over SSH from my N97 mini, the fully downloadable street-by-street navigation, etc. But my dad, for example, couldn't understand how the clunky "Destinations" feature worked and was always losing connectivity because some temporary Wi-Fi hotspot had ended up becoming the default access point. Then there were the freezes and the laggy nature of those pressure-sensitive "touch screens". I also bought Nokias for my son, and although he managed the tech side better, he was always cursing at the lagginess compared to his friends' androids etc. So, three generations in the UK, and only one is really a Nokia fan. On the other hand, Lumia has now made itself a more favourable presence in people's minds. If Microsoft have any sense, they'll do a blitz campaign outside the USA along the lines of "Nokia = Lumia. Lumia = Microsoft. LUMIA: it's still the same." Then they'll use the Lumia brand pretty exclusively on the phones. They shouldn't (yet) plaster "Microsoft" all over them. Lumia is a great brand and I think they can build on that quite easily.
  • This row of comment make no sense at all. Still if they did I'll try to do durability test with my L800
  • That's true man I really love nokia and I feel that Microsoft shouldn't drop it because I love them both and that since they produced lumia phones I was the happiest person alive and I still am...
  • Disappointed
  • Yeah same here. "Windows Phone" will be missed.
  • Lol
  • I'm still gonna call it as windows phone. Smd Microsoft.
  • Bring on the "Surface Lumia"
  • Windows Lumia 1050! Lets do this!!!!
  • I am European and fully support WP. Nokia badly damaged WP reputation because of it's brackish and plasticy design.
    They were very slow to adopt slim/sexy factor. I love WP but dislike Nokia hardware (bar 925, 830). On that note can't wait when MS release Surface like phone.
  • What ?!
  • He forgot the /s
  • Ok...
  • What kind of comment is this? I mean.. Are you showing attitude? :P
  • Whatever..
  • Nah, I'm indifferent about it, looking forward to threshold, not as much what brand name they choose to go with.
    Last I checked Microsoft doesn't know what they going to call it yet
  • It's likely going to be 'Windows'. There is a slight possibility of 'Windows Mobile', but I think the One Windows mantra is a better pitch, especially with all types of devices on the horizon in the next few years.
  • Hahaha... Windows Mobile all over again...
  • Haha, just like the revival of MSN. I think they'll stick to Windows. Maybe they'd differentiate with 'Windows Pro' for PC, but I doubt it. Keeping it 'Windows' goes along with the One Microsoft vision. It also makes it easier for consumers. 'That's the Lumia, right? It runs Windows...'
  • I am also very happy that Microsoft is resurrecting MSN brand. Bing doesn't bings bingier than that iconic MSN brand
  • The preview of the new MSN looks really sharp. I see what they're trying to go for. Let's see how this all finally pans out.
  • No way they would use "Windows Mobile". Seriously?
  • I'm thinking that threshold will do to Windows phone 8 what WP8 did to WP7. Since WP9 (well apparently it's not even going to be called WP9) seems to be a very different OS. Apparently it will be MUCH closer to the Metro version on tablets. I'm thinking that the next phone OS from microsoft (apparently not going to be WP9) will be able to run the apps that run on WP8 (not sure about WP7 apps) but WP8 phones won't be able to run the apps on "WP9". The phones will be able to upgrade though so I guess it's not going to be that bad then...
  • http://www.wpcentral.com/commenting-guidelines
    To save you the time, one word comments are a no no.
  • Noooooo
  • So technically I can start calling the devices "Windows" mobile again?
  • I don't think now but you may say that in some months. Hopefully after the launch of Windows "Threshold".
  • I don't think so.
    At least I will still call it my Windows (pause) phone or my phone with Windows.
  • How bout each and every one of us helps them out and start telling people this "hey this is my nokia lumia, it runs Windows" "no this is the HTC One but this one runs Windows" "Yeah its just Lumia now but it still runs Windows" see no need for "windows phone" :D lets start this campaign ourselves lol
  • "What phone do you have?"
    "I have a Lumia 1020 running Windows"
  • Just call it nokia while it's still there. Next I'm going to show some of my lhone with legendary brand
  • They should do this like apple. Separate OS for Desktops/Laptops and another one for Phones/Tabs. Not only one OS for all the devices(my view)
    *edit*- views changed.Now I think its a good move by MSFT.
  • "As a result, there should only be a Windows desktop OS for traditional PCs and a Windows mobile version for phones and tablets, all sharing a single layer for Modern apps." I.e. that's exactly what it will effectively be - although they will have more similarity in appearance etc. than Apple's desktop and mobile OSs have.
  • Article states that we will have common experience on all the devices. Then what? I'll go to my friend and say that my phone can do this.. He'll say.. So what? Nothing new. I can do this with my PC and I have an android/iOS device which can do this, this and this.
  • Developers write code once and it goes to phone, tablet, PC, laptop and Xbox One. That is a huge value. In the end, the consumer gets a unified experience with apps that pick up where you left off, sync data and are easy to use. Do not dismiss how powerful of a model that is, it is unparalleled.
  • I think you just changed my view :P I disagree with myself now! Thanks :D
  • Hahaha...classic! :)
  • Agreed. If executed correctly, this would have the potential to trump pretty much anything that others bring to the table. Windows (Phone) would instantly become an equal to any Windows (Desktop) computer. The advantages of this, both for developers, business consumers and home consumers are immense. Windows 8 / 8.1 is the first, kinda half-assed step towards this goal. We can quite easily see that this is what the Modern interface was meant to do, but integration of the idea was definitely not perfect.
  • It is a great idea in theory. But as usual we have to wait for developers to get on board with it, and implement it. Which so far has not worked to WP users benefit. 
  • This, x1000.
     
  • The difference now though is universal apps are able to be created. Before you'd be coding for just windows phone, tiny market share. Now you code one app for the largest market out there, Windows in general (and Xbox One). Then just tweak the code for the different platforms. It's a complete 180.
  • agree 100%.  We are always at the mercy of the developers.  Until "Devices powered by Windows" become more wide-spread, I dont see it improving.  Unifying the platforms will go a long way to introdce "phone only" apps to tablets and consoles and vice-versa, but there are still many consumer apps that we dont have on any device.  Case in point, Destiny has an IOS and Android app...no love for Windows (unless you want to access it via browser).
  • I think Microsoft should release a video in which cortona just inviting all developers to make apps in a effective way. Without apps u cant do anything Microsoft . Whatever u do if u lacks in apps then no1 cares.
  • This is why I chose Windows phone first and foremost, because of its cross platform capabilities with other Windows devices. Nokia made nice phones so that was a bonus, but there's hardly any loyalty. I'll buy Samsung or LG or whatever if I like the design and functionality.
  • This is more of a marketing move, than a technical move.  There will still be different versions of Windows.  All will have a "Modern" layer, but phones and pure tablets will not have the desktop.
  • Wow. Just wow. Have you been hiding under a rock for the last couple of years?
  • if modern apps work on all devices for microsoft (windows phone, windows, and xbox), the amount of users using modern apps is much greater and developers will have a harder time saying they do not want to create apps because there are not enough users. since people believe that apps are what is holding back windows phone the most, (ex - devs wont make apps because there are no users and users wont buy windows phone because there are no apps) the this is the best way to combat that issue
  • Yeah! You're right mate! Now just hope all of the devices (from Lumia 520 to 1520 and from 8s to Ativ) get this threshold update!
  • Ehmm... that's what they have now, and it's not working well.... you know, Microsoft wants a truly unified experience, with tablet and desktop which I like becasue I have access to apps that are not available for desktop (only for web which is not the same). in fact Microsoft had a Desktop/tablet OS and a Phone OS... and again, that didn't work because developers would rather just do it for one device than two separate devices (look at whatsapp for example) so it's better if they unify it and let windows apps work across devices, even xbox one. because that would make an awesome experiences whenever you are in a tabelt, desktop, phone or a game console.   so I don't know how your idea of having a desktop OS without store apps and all, be a good idea for the future of windows. we want to be connected, and I want to have access to apps on my phone on my desktop when I am working here, not having to unlock m phone and all that just to see a Tinder message (just an example since I saw a Tinder app was released for win8)
  • Great idea.  Simple.
  • ...Microsoft has an annoying history of putting off potential consumers by confusing the crap out of them, and this is no different. At least "Windows Phone" provided some clarification. Now what?
  • Just call it 'Windows.' Problem solved. What is easier and less confusing than that? And do not say "Surface" phone, which has no consumer brand value.
  • But will customers immediately think "Windows" on my phone, cool, I can run programs on it I can run on my PC. Microsoft really needs to have a clear message, and maybe this is it, but I can see customer confusion too.  Time will tell.
  • "But will customers immediately think "Windows" on my phone, cool, I can run programs on it I can run on my PC."
    That is exactly it. Run Windows programs on your phone. This is Threshold and going forward for Microsoft. This is their goal.
  • You ate absolutely right Danial, I know but still, there are 3 distinguish OS out there. Like Windows RT for tabs, Windows phone which will now join RT I guess then we have Surface and we have traditional windows OS for PC. How will Microsoft get rid of this criticism? M seriously looking forward to universality of the One Microsoft's straterfy asap.
  • That is a long way go before the OS and hardware architecture can support cross platform applications. I mean full blown programs, not Java applets.
  • That's gonna be freaking awesome thing!
  • Wait, what?  I get running Microsoft Store apps, sure.  But they also had that with Windows 8, Windows 8rt.  Look at how badly that went from a consumer perspective.  (at least I think so if you listen to the tech press overall).    I mean, yeah, if they could pull it off, and you could run x86 programs on your phone, awesome, but I haven't heard anything near that.  Maybe you have?
  • Can I run Programs on an iPhone that are available on Mac? No? But its Apple...! I can play this game too.
  • Your comment makes complete sense....except Apple markets iOS and Mac OSX.  Apple has never said "all our devices run OSX."    
  • Agreed
  • But it's still going to be a "Windows phone" to differentiate from Windows PC or Windows tablet.
  • But then how do you differentiate between the OS and the products individually when everything is called Windows. I understand that might be the point but it is a confusing point... Apple has a unified brand but when your talking about the OS its iOS, when you talking about the products its iSomething and individually its iPhone, iPad, Mac, iPod. This level of clarity is missing from this rebranding...
  • And do not say "Surface" phone, which has no consumer brand value.
      No consumer brand value can be a benefit sometimes. The Windows brand is a boat anchor. No one associates it with the Modern UI or anything they would ever want on a phone or tablet. The Modern/Metro UI needs it's own name to let people know that the new touch experience is different. Surface, Metro, Modern, SquareParty, it doesn't really matter, just not Windows.
  • It's Windows on a phone. Whether it says it explicitly or not, a phone running Windows is a Windows phone, in the same way that the Surface is a Windows tablet.
  • A device is given a name for a reason - to distinguish itself and to identify the manufacturer.  The operating system is Windows Phone, but the device is what it is be it a HTC One, Samsung Ativ S, Nokia Lumia.   IPhone is a device; it runs the iOS operating system, but it is not called iOS Phone; same for Samsung Galaxy series running the Android OS.   I just don't ascribe to a 'broadstroke'  by calling a device by their operating system name.
  • But seriously, these 'consumers' we talk about that always get 'confused' sometimes amuses me. Are people really that fragile? Like so there are a few names for different products so what? Heck the acronyms used in ANY field today are definitely not 'few', just try studying anything, even food! This is the reality of life. Different names for different things. I think many people are just either not interested or maybe mentally lazy (no offence!). No matter how you hard try, different things WILL have different names. Could as well call every person on earth 'human' without further ado.
  • Windows Phone is not clear to anyone in the general public. Windows on the other hand with 90% market share is well known and understood.
  • Agree.  Further, I have NEVER referred to my device as Windows Phone - when I am asked about my device or when I discuss it, I always use the term Nokia Lumia (because that's what this is).  Windows, Windows Phone, nor Microsoft ever enters the conversation.    Surprisingly, many are able to identify my device by saying "Hey, is that that Lumia 'camera phone'"? 
  • I always say I have a Windows phone. To be able to say I have a Microsoft phone would be dope and I don't know why they didn't take the Apple approach in the first place. I have a MicroPhone 630 lol
  • Windows has more like 15% market share when all devices are inlcuded. Apple has passed them and Android crushes them both.
  • No. Simply no. Counting in Businesses Windows crushes Android, iOS/OSX and Linux. together.
  • Windows on the other hand with 90% market share is well known and understood.
    Yes, it is understood as desktop apps with a task bar and a mouse and keyboard. No one understands it as Metro/Modern UI. It is well known and understood with exactly the wrong meaning and messaging that Microsoft needs to promote.
  • I think Microsoft has learned their lesson regarding branding and you see them streamlining their portfolio of brands. Windows makes it easy for consumers. It would be odd to say I'm running Windows Phone on this 10inch tablet. Windows makes complete sense.
  • I really hope they figure out a way to name and market this so consumers don't get confused....
  • Excited about seeing the changes and the effects that will follow
  • So will you guys rename the site to "W Central"?
  • Hahaa great catch :D
  • I will just say we have known about this for months and yes, we have plans. I have talked about our rebranding before...
  • And Microsoft Central (MicroCentral or MSCentral or whatever) seems the more appropriate given the tons of Xbox articles posted. That way everyone knows that the site covers ALL things Microsoft and not only WP.
     
  • No, All Things Microsoft is Jo Foley
  • I wasn't talking about calling WPC that. Just the content.
  • LOL
  • You got the joke ;)
  • Awesome! cant wait to hear what you guys came up with.:)
  • It needs to reflect all the main MS products. So, what do we have here? Windows, Azure, Xbox, office... maybe an acronym of that? WaxOffCentral... Badabing, nailed it. :)
  • Will be interesting to see where you take it. Could be a call out to the new MSN which seems to loosely lump all the cloud services together alongside the MSN content. Maybe just "Windows" something but that makes it a little stranger to focus on mobile apps, cloud services and Xbox and not more of the desktop productivity/enterprise stuff.  It's a shame MS hasn't done a better job of collecting its various products into logical groups. If it weren't such a mess with so much weird overlap you might actually be able to pick a single logical focus for the site and your brand. Hardware = Surface + Lumia + Xbox + Microsoft (accessories) Cloud = OneDrive + OneNote + Office Online + Xbox Music + Xbox Video Communication/Collaboration = Skype + Lync + Outlook.com + Yammer + Office Online Gaming = Xbox + MSN Games + XBLA + Kinect + Microsoft Studios + non-Xbox WP games + Windows 8 games Mobile = Surface + Lumia + Nokia Asha + Microsoft Mobile OSes = Windows + Windows Phone + Xbox Console + Windows Server + WinCE
  • Yep. So many comments on articles, but I try to find yours since all the 'insider' stuff show up here. :)
  • It's still a Windows phone. :)
  • It wouldn't look good enough. Instead of wcentral.com they may use WindowsCentral.com
  • And the acronym would be WC. Not cool.
  • Good 1
  • Why not 'WindowsCentral'? Sounds cool!
  • MSN Central
  • I'll admit, I've lost sleep over that, haha.
  • OneCentral ;)
  • Does that mean the availablity of next devices will be limitted just like other Microsoft's products
  • I look forward to the day when Microsoft stops changing things...
  • So I guess when I ask someone if they have a Windows Phone I should ask if they have a Windows phone?  Kinda silly but whatever.
  • Hah!  Good one.
  • Seems about right lol I've already started my own campaign :D when someone ask about my lumia 925 I tell them it runs Windows. that's it, just Windows. of course in a conversation they will say oh its a Windows phone and I say yes its a smartphone with Windows.
  • +920 U sir just owned the internets
  • I like the name windows phone, but that's just me. I guess it makes sense since it would be weird to have a tablet running "Windows phone".
  • Just reading the headlines I thought ms dropping wp.Alas it was only name.heavy sigh of relief
  • If they were I would of been furious then whatever I would've hold on until end of support then jump to Android -_- but I guess they're going for the All Together thing
  • I would have killed every MS staff who would have been responsible for that. I can't think of using a phone without Windows.
  • Yeah me either Windows is the only phone OS for me actually never owned IPhone or Android
  • Yea, I'm not really surprised by this one ... The writing on the wall was strong with the HTC 'One For Windows' As silly as that sounds, it kinda make sense if you think about it after taking 'Threshold' into consideration.
    Anyway, looking forward what they got up their sleeves for Windows 'Phone' ... Even though, I'm a bit worried about the future of RT ... I like RT to be honest.
  • Yes. Perhaps this is a sign of more third-party Windows phone manufacturers.  Samsung Galaxy for Windows.  Sony Xperia for Windows. LG g3 for Windows.
  • Yep yep.
    LG 'G3 for Windows' can work.
    While "Xperia for Windows' works & fits the Xperia "Heritage" ... Sony shattered my hopes for an Xperia Z for Windows when sold Vaio ... But you never know. Anyway, its interesting to watch what's gonna happen in the upcoming months :)
  • The only thing im worried about RT is that it WILL lose features when merged with the Windows version running on our phones. It has to I mean how much work have they really put into thresh hold for them to be able to give our phones to powerful windows RT flavor AND keep the Windows phone store and let RT access that. Its gonna have to be one or the other, because right now there is two stores one for Windows on PC and tablets and one for Windows on phones. ahhh idk I think they rather cut RT features and give tablets OUR store than vice versa.
  • I have to agree with you ... Its a big a mess, that's for sure.
  • So what happens to windowsphone.com?
  • lol good point
  • Maybe it's going to be integrated to Windows.com
  • Well...they'll still be phones with Windows. So they'll still be Windows phones. They'll just stop being Windows Phone phones ;)
  • I'm predicting Joe Belfiore will squash this rumor any minute now.
  • Off topic: he is yet to say something about the cyan update for dev preview users.
  • Bet you an HTC One for Windows that he won't. ;)
  • I'm not so sure this will have a big impact on wp. Most people who aren't familiar, and I have encountered, have called it Windows anyway.
  • Agreed. The lack of marketshare sadly works to our advantage. I think Windows is better. G3 for Windows, HTC One for Windows, Samsung Galaxy S5 for Windows. And the same applies to wearables and the future distruptions in gadgetry.
  • Yep. "Windows 7 Phone" and "Windows 8 Phone" here and there.
  • New year new name..lets get some thing new...RIP for my all time favourite Nokia...
  • Omg "face palm"
  • NOKIA will be missed, but change they say is inevitable, nice move actually
  • I'm fine with this, I've never referred to my windows phone as Windows phone, just windows. My friends understood that like Android is the OS for galaxy or HTC. Now the problem is that they need to differentiate it. Like ios and osx for Mac. I propose windows touch for tablets, phones and ARM devices and just plain windows for desktop/x86 devices. I know they did it with win rt but no one knew what the hell rt stood for
  • I might have to get the 830 just so I had the last Nokia phone!
  • Lets hope they have this well planned out.
  • Actually, the last Nokia phone is the 930. It's the last phone to be completely designed by Nokia and presented by Nokia. The 830, 530 and 730 were already Microsoft Mobile products. Started by Nokia but not finished by them.
  • Good point. Since the purchase was official in April I'm guessing most of the work was done by Nokia, with MS mobile putting in the finishing touches. Since the 930 isn't available in the USA I'll get the 830 since its the last phone with the Nokia name, until they come back in 2016.....
  • Haha.. Was actually thinking the same. But then, the thought occured to me, the phone I'm holding right now is Lumia 920, a true Nokia. I'll have to sell it. So ummm... Nayyyy.. I'm not gonna sell it for 830 which is made by MSFT under the name Nokia. It's. Not to say that I don't like MS, so I'll buy next phone when they will release under the name Lumia only with the Windows only OS. And then I won't have to sell my 920 and can keep as a backup phone or can give to my mom.
  • Until Nokia releases their Android phones in 2016. The Nokia brand is too big. They will not leave that money on the table.
  • Honestly, I'm pretty tired of saying that I have a "Windows Phone phone". Looking forward to just saying I have a "Windows phone" instead. :-)
  • LOL
  • Let's remove some "Bing" here, leave it for a couple of weeks and then add some "MSN" prefix. Let's also remove some "Phone" and "Nokia", add some "Lumia" terms to some apps. Oh, we still need to get rid of some "Xbox" somewhere... I mean I think rebranding can be a good idea, but how the hell are they executing this?
  • My bet is that by 2016 or later, the real Nokia will be back with phones, running Android, I suppose, everything is possible
  • Joke of the year ^^^
  • Maybe I'm wrong, it wouldn't be the first time I commit a mistake
  • Sorry mate, but this won't happen :)
  • I read online that Nokia has job postings on LinkedIn looking for people with experience in camera software for Android. Either they want to make apps or they want to make phones again
  • Yes, Nokia is hiring Android engineers to their Technologies division (which is where the R&D always was and remains) not only to work on camera technology but also to expand the Z Launcher team etc. Nokia is working full-steam on Android now.
  • That's cool. I'm getting the 830 to hold me over.
  • "Nokia is working full-steam on Android now." They better. Put that Sammy Money to some good use. Hurry up and bring me 'em HERE MAPS! My Galaxy is waiting.  
  • Yes, they are hiring new employees. For sure they will come back. They made Nokia z launcher, probably for testing. In 2016, Nokia will come back with a big blast. If they come out with sailfish OS along with android, that will be a doomsday for other companies. Posted via the Windows Phone Central App for Android
  • Why would Nokia leave that money on the table? Android sells and the Nokia brand is very big. It is almost guaranteed they will start making Android phones. They put the 2016 thing in the contract for a reason.
  • I don't but, i also think that real nokia will cone back in future with awesome phone with awesome technology.
  • Loving this! :) Windows everywhere. 
  • Fine by me! :) I've long championed the idea of Windows (all modern) and Windows Pro (with desktop and enterprise bits) as the only two options. Once RT and WP are fully merged into one system this naming will make a lot more sense.
  • Makes sense to me. I'm excited for the unification of Windows!
  • Typing error in the last line of 1st paragraph..
  • Yeah! "the" instead of "they"
  • It certainly makes sense to believe so as the rumors point to merger of Win RT + WP.
  • I love the idea of renaming windows phone to windows. .i only wanted microsoft to do is to listen to the consumers and be open to new ideas about technology to inhance the OS
  • It was always a wonder to me why Microsoft changed the name from Windows Mobile when it very conveniently could be applied to both Windows RT and Windows Phone. Then again they may not have had that vision when they were introducing Windows Phone. I understand that microsoft wants to have some consistancy with its products, but they did not even have to call RT/ Phone 'Windows', they could have create a whole new brand, like how Google did not call their mobile OS, "Google Chrome Phone".
  • You do realize that Android existed before Chrome, right?
  • instead of nokia logo i wont mind seeing the lumia logo
  • The nokia branding is a legend in itself...! The name itself describes the brand! Nokia redifined the world of mobile phones...n surely it will be missed! Hope microsoft changes this strategy and continues with the nokia brand name!
  • Hope more people are familiar with the "Lumia" brand each day. Countries where Nokia still is a strong brand need this.
  • They should have strong advertising campaigns in countries where Nokia is a household name just plainly emphasizing that it's only a name change (whatever the new name will be). In my country, certain companies waste money and go overboard for things as silly as logo changes.
  • There's no new name. It will just be a Lumia. Maybe Microsoft Lumia.
  • "Oh what do you use?"     "Windows" "No, what kind of phone do you use?"     "....Windows." "You're phone, not your computer."     "My phone is called windows also." #confusedashell
  • It's still a Windows "phone".
  • Someone in the forums mentioned this a couple weeks ago.  Guess he was right.
  • No Nokia no party. That's bad Microsoft!!
  • Lol drop phone and adopt Mobile instead...
  • Windows Phone never sounded cool as an operating system or device. Think if Xbox was named Windows Console...
  • Oh look, my phone runs Windows 8.1-u1.
    Good way to confuse the hell out of people, Redmond!
  • ? That's not what it's going to be like. For Threshold they're merging Windows RT and Windows Phone. It's just going to be called "Windows" instead of "Windows Phone".
  • I know they are trying to advertise Windows and unification, however when I mention that my phone is made by Nokia people are interested. When I say it's powered by Windows, they go back to being disinterested.
  • That mircosoft mobile picture seems fake to me..
  • The real question is, will WPC be rebranding?
  • So I think it would be the time you guys also drop the 'phone' for windows phone central. And it would be good for you also as you guys give us useful insights on the complete windows ecosystem not only windows phone and even all xbox news can be found here. Btw thanks for giving us all the trusted news and reviews :)
  • " is not suspected of any new Lumias until 2015 " Well, that took the wind out of my sails.
  • they may still announce something worth waiting for, just not ship until next year. no need to be negative :)
  • I associate Windows with my pc that takes 5 minutes to start up. Why the hell would you want that as the overall brand name. There is a reason why chrome pc's are outselling Windows pc's, they don't take forever to start up. So I would stick with anything but just 'windows'. Oh for the record, I have all my company hw and phones running Microsoft. I agree with the idea behind it all.
  • 5 minutes? someone needs to buy a new PC. this isnt 1995.
  • Obviously I am exaggerating to make a point. But a lot of people still think of that when they hear 'windows' , whether you like it or not. To avoid the hassle I stopped turning my PC off 5 years ago.
  • Time to update those '97 desktops!
  • I'm from India and i really really want this transition... I think one Windows is the future of Microsoft... But in my opinion they should also change the name of Windows and rename it ONE os... How about that???
  • The [Nokia]  Microsoft Mobile factory in Manaus Brazil from photo https://www.youtube.com/watch?v=VXMpn4uM3ew#t=16, there are also a rumor the microsoft will start using this factory for xbox production (today xbox production is outsourced in Brazil for better sales price than import) There are alot of factories in this region because the tax incentives. * In video the sign yet shows "Nokia do Brasil Tecnologia LTDA" (Nokia's Brazil Technology LTD.) Company benefited from incentives...
  • I'm tryint to make a Lumia brand recognizen, but seriously Nokia is well know here.. people buy the phone for Nokia..   Anyways about this RT/Windows Phone merging.. Man I've always wanted RT look on my Phone instead of current UI, haha, but thats just what I wish for.. :)
  • I have stated many times in the past that the path Microsoft is taking will eventually lead them to being the dominant OS worldwide.  Currently Android and iOS hold this market for phones, but with the coming of Threshold, developers are going to realize the potential of their apps hitting a greater market and will come running to the Windows platform.  The more apps that are available, the more iOS and Android users will come to the platform.  The market share will grow and grow and eventually "Windows" will be the leading OS worldwide covering not only phones, but phablets, mini-tablets, tablets, laptops, desktops, watches, and any other device that will be created.  It will become the OS of choice. I know I'm going to hear from the iOS and Android users over this prediction, but I don't care.  I'm making the prediction now so when it happens, I can say "I told you so."  :-)
  • 1 - Nokia brand being gone from Microsoft Mobile's handsets: nothing new. That they extended the use of the brand to phones that were just started by Nokia (530, 730 and 830) was already a blessing to Microsoft and stretching the deal. Now it's time to give Nokia back its name and stop pretending you're releasing Nokia phones when they're not Nokia phones. Also, I'll be glad when Nokia gets their social networks back. It's kind of annoying the overlays.   2 - Now the interesting part: No more Windows PHONE. This, I think, it's actually good. Not only the Windows brand is better than the Windows PHONE one, but it creates an idea of unity. And HTC isn't the only one to have dropped "Phone". Just yesterday, Daniel's unboxing of the Blu phone also showed the dropping of "Phone". If you rewatch the video, you'll notice the sticker on the phone's screen had "Windows 8.1" written in it. Not "Windows Phone".
  • Well, I really like the new larger screen iPhones so if WP go out of business or if developers stop making apps all together for WP, I'll just get me a shiny new iPhone. But I will stick until then!
  • Read my previous commented prediction.  :-)
  • Very bold prediction nolatechy. We will see!
  • I swear, every new sdk update. The Apis for the phone become more distant and distant. Instead of being tightly coupled with the concept of the PHONE, the apis are becomming more and more Windows 8 api's that just so happen to work for the phone. I dont like it and i hope it is fixed with threshold. 
  • I don't understand why they have to drop the "Phone", what's the problem with that? Microsoft should focus on their marketing and don't confuse its costumers.
  • That's kinda sad. :( I will miss the names, but I think it makes sense for the whole threshold and unification stuff.
  • In Africa, we call phones Nokia. But change has come. Our children will differentiate every OS from Cupertino to Beijing. It's not a dream. Goodbye Nokia. Whatever!
  • I told them to bring back Windows Mobile years ago! :D
  • In January 2016, Nokia is allowed to make phones in their brand again. Maybe they'll work with Jolla or something.
  • I seriously don't think they will return to mobility, better money in communications and networking...
  • They will come back. They are hiring android employees, they have made Nokia z launcher. They will be back with a big bang. Posted via the Windows Phone Central App for Android
  • RIP Windows Phone. Hello Windows Mobile. I like it. Its necessary. Windows Phone was destined to linger in the shadows until it became completely irrelevant and faded out of existence. This could be exactly what it needs to become relevant again.
  • *Ennhh!* sorry but Windows Mobile (brand) was a specific product that was also discontinued when Windows Phone (brand) started to come into play... The word Phone is simply not being a part of the product name, still Windows (brand) phones (noun) though O_o
  • If all the OS' es are same then no one care for windows phone.To survive in the smartphone market MS should maintain the variation between desktop os and phone os.
  • I rarely ever say windows phone. If I do, I usually just say windows. I typically called it a Nokia Icon
  • Makes sense if they are getting closer to OS unification. Create one full ecosystem with all devices connected into it and talking to each other.
  • Well, you all remember when they dropped ' Series ' from the name right? Lol, only a matter of time before 'Windows' goes with it...
    Go, Microsoft Mobility =P
  • Sounds like a good plan. The "Phone" addition always felt clunky. Even in this forum people often dropped it. :)
  • We will still call it a windows phone even if the phone part is not part of the official name. Just like you would say Android phone or Apple phone.
  • Never heard anyone say an Apple phone, I only hear things like iPhone, or S5, etc
  • No one says apple phone. They say Iphone. I've also never heard someone say, "I have an Android phone." It's just, "I have an Android"
  • Lol they don't even know what os their "i bought it because of the commercials and because everybody has it" phone has, they say "i have a Samsung" or whatever cheap plastic phone maker product they bought
  • I'm glad of this. I understand the heartache of Europeans (im British)and their affinity with nokia's branding but frankly, thats nothing more than LIVING IN THE PAST everyone who now bemoans this change needs to wake up. More power to One Windows i say.
  • I'm German, I had the choice between HTC and Nokia, and I chose nokia not because I have any affinity to Nokia. I have been a longtime user of both HTC (XDA2) and Nokia 3310, but Nokia actually killed themselves in the heart of many a German during their factory close down saga when they moved the factory in Bochum to somewhere in Romania (which was a terrible decision in the end). I swore not to use Nokia from that moment on. But I have to choose the Lumia 920, because it was the right size compared to the slim HTC  signature phone.
  • Is Nokia now parasitic or is it just another lapse in  written English when you wrote: Nokia, which lives on a separate company... Unfortunately there is not a reliable app for grammar and spelling. Those who engage in writing as a means to support themselves financially really need to do it the old-fashioned way.....learn it.
  • The name lives on, on a separate company. It's just a name that can bounce around from place to place and presently it resides on a company other than Microsoft. Unless of the personification of the name is the problem which would make reading a bit boring.
  • The sentence should be "Nokia, which lives on AS a separate company...". By ommitting "as" the sentence turns from "Nokia still exists as an independent company" into "Nokia exists on the dependency of another company".   That's what FirstWorlder was refering to.
  • I like the idea of One Windows!
  • Not a fan of these upcoming changes. I find them stupid.
  • "What kind of phone do you have?": A windows. Meh it goes. Windows? Yes look, windows. Oooh Lumia.
  • I'd answer with the name of the device ...an HTC, a Lumia, a Samsung, etc.
  • Was just trying something out :D like the person somewhere below said. Only Windows will cause confusion. But indeed, saying Lumia is the way to go.
  • Yikes, Spring of 2015 for a new device?? 
  • Yup, that's my main takeaway from this, besides the news of the 1,032,546th Microsoft rebranding effort. The next market share drop is going to be brutal. And the next rallying cry, after 'wait for 8.1!!' is going to shift to 'wait for Threshold!!!!!'.  
  • This is the devastating part of the article. Kiss all those AT&T 920 users goodbye... they have nothing to upgrade to.
  • I this hapends im baying an iphone
  • Then go get in line.
  • The golden one is the best, it should cost more
  • Love it. Windows Phone is such a weird name and with the internet of things, wearables, etc. it sounded too specific. Everything should just be called Windows to the consumer. Maybe Windows M from a technical standpoint for mobile. Or Windows for mobile/tablets and Windows Pro which includes desktop.
  • Windows "phone" is the name which differentiate the windows for PC and windows phone. Just Windows for the mobile will just confuse the consumer.
  • Does IOS confuse the consumer? Does android confuse the consumer? Microsoft is just moving towards what the other guys have been doing all along.
  • I don't understand this counter argument. Macs don't run iOS. They ruin Mac OS. Chromebooks don't run Android. Why would there be the same confusion there?
  • I hope microsoft roll out phones quickly in india under their branding and not make same mistake like they did with surface tablet. And should give a definite date for their releases like apple.
  • No! I wanna see the Nokia Lumia 1030! Not MS Mobile Lumia 1030 or whatever the name that they will put on it! Don't disappoint me like that MS!
  • You will be disappointed.
  • I'm really looking forward to threshold. I think of it as righting past wrongs. They never should've tried to merge desktop and tablet OS in the first place. It makes absolutely no sense. Merge the two mobile OS's and leave desktop alone.
  • Makes sense with the unification and all
  • I prefer Windows, sounds more powerful
  • So, what you will name this site?
  • I was thinking the same. IIRC, wpcental used to be called something else (forgot what it was) before the WP launch in 2010.
  • Well that's reasonable.
  • If ms will do this. Than my next phone won't be a windows in 2015.
    I bought windows phone only because of Nokia.
  • Wow... that's some seriously messed up stuff there. You don't care what the phone is, how it works, out what the features are? Just that it says "Nokia" on it? I guess you are the ultimate consumer.
  • Samsung buyers allerted
  • Microsoft Mobile??? I was expecting "Lumindows"
  • Isn't there anyway for microsoft to keep on using the NOKIA name? I think the Nokia brand name is the biggest reason for people in India to buy a wp(it might be the exact opposite In US). I remember I bought a 520 just because it was a nokia phone.
    I think microsoft should find someway so that it can keep on using the nokia brand name in atleast a few countries where nokia is the reason people buy Lumia.
  • No. Nokia is still an independent company and they have the right to use their own name. Microsoft didn't buy Nokia, therefore they can't keep using the Nokia name. Microsoft could license the Nokia brand from Nokia, however Nokia isn't interested in that. There's a reason why Nokia licensed Microsoft the "Nokia" brand for phones based on the S30 and S40 series and NOT for smartphones you know? ;)   Microsoft Mobile phones are NOT Nokia phones. Therefore it makes no sense to call them "Nokia". Microsoft knew what they were getting into when they moved on Nokia's D&S division.
  • I have a doubt, If everything drop out Nokia as initials, then what about the nokia rights for ziess optics lenses etc.
    Secondly, it will be great to see Windows mobile/tabs clubs with Windows RT and traditional PC's with windows OS. Then want about surface line up? Means we still have 3 distinguish OS! In this how the one Microsoft straterfy will work and how will we convince people around the world. Although we are in a controversial and criticized state since 3 months..
  • 1 - Nokia had a partnership with Zeiss optics. Whether that partnership will continue or not, that'll depend on the interest of Microsoft and Zeiss. Microsoft did a patent deal with Canon though, so I wouldn't be surprised if the partnership with Zeiss wasn't renewed under Microsoft.   2 - Windows RT will be swallowed by Windows Phone which will merge more with Windows itself to. So you'll have 2 OS's marching towards one.
  • OK, Yea, I can see them losing the Nokia name...Understandable as they now own the company....Microsoft Lumia.... But, stoping Windows Phone to be Microsoft Mobile ? Do we remeber PocketPC or Windows Mobile ? WM ? I also could see on the back of all devices, it could say, Microsoft Mobile due to the group in MS creating it. Rumor or not, I dont see Microsoft not calling WIndows Phone, Windows Phone.... They are known when they create a brand, they keep it. Using Windows Mobile or Microsoft Mobile is going back to days where they dont want to go, new brand, new image, new product. Like I said, Microsoft Lumia, I can see that, but, Changing Windows Phone to Microsoft Mobile, will not happen and you can mark my words on that one...
  • Exactly, it won't happen. Nobody said that
  • Windows Phone 7 Series
    Windows Phone 7
    Windows Phone
    Windows
    And again, Microsoft picks up another industry award for naming.
  • So size does matter.
  • So how do we refer to the phone versus the Tablet or the Desktop.... The only way I ever know is when there is the phone at the end.
  • The most sad news I've heard today...
  • About damn time. They've needed to simplify their brands for ages. Windows is Windows, just call it Windows. "What kind of phone is that?" A Windows Phone "What OS does it run?" Windows That actually makes sense, vs a Windows Phone Device/Phone, now it's just a WINDOWS phone.
  • No.Someone please stop Microsoft from doing this. It's share in India will go down as no one cares about Microsoft. The only reason people here use windows phones is because of the reputation created by Nokia earlier.
  • Well too bad, they should have thought of that before they bought Nokia's D&S division. Microsoft has no place naming "Nokia" phones that aren't Nokia ;)
  • ...we should divide the discussion into two parts. On the one hand you you have the operating system. Calling it just windows makes sense to me.
    But what about the new windows phone devices coming from Microsoft? Will they have "Lumia" on their front? ...
  • Maybe surface.? :)
  • Maybe... MSN
  • I vote they drop Windows, then people will stop looking at Lumia devices and instantly think of blue screened, ctrl alt del and well... Windows.
    Lumia Phone
    Zune Phone
    Xbox Phone
    Bing Phone
    Something with a "cool" name, new, modern and fresh. Then Microsoft needs to stick with the branding.
  • Surface Phone? :)
  • Some folks here in the Philippines misidentify Windows Phone to Android. They're different, duh!
  • Hello Microsoft, what about "Microphones", don't think there's a patent on that name. #Justbringbackourbeloved_Windows_Mobile #Allow_Real_Multitasking_on_phones_and_Modern_Windows - because it sucks to always wait for Apps to reload. #Unify_the_folders_on_WindowsPhone
  • Frankly, I couldn't care less if it is called Nokia or Microsoft Mobile. All I wanna see is a 1030 (or whatever the name gonna be). Specs wise give me the following and no price will be an obstacle: 5' 1080p screen (no need for higher res on a 5 inch device) SD 805/810 3GB RAM Same or improved 41MP from 1020 128GB micro SD slot, as 4K videos eat a lot of space fast A least 3MaH battery I'm sold! I don't mind the hump on the back either. If there's no 1020 successor by WMC 2015 it'll be a major disappointment
  • And a built in storage 32/64 and 128. Even 256. :)
  • This is the most disappointing thing in this article... that we are not expecting any more phones until 2015. They have a serious problem... all those 920 owners coming off contact have no good choice unless they want to go 6". Miserable planning...
  • I have no clue when WMC 2015 is or what that is and I'm currently too lazy to google that. But anyways they have confirmed they are working on a successor for the 1020 during their more Lumia event on the 4th.
  • Lol 3 mega ampere hour? Atleast??
  • Nokia is a brand with goodwill, I think its a biggest mistake of Microsoft to drop name Nokia, the persons who are taking decisions on that are fools i mean Nokia is a valuable name anyway really going to miss Nokia (my first phone is nokia 1600 & still i have in working condition) .
  • They don't own "Nokia" though. What do you think the other option is? The only question is timing... do they do it now, or a little later. The name IS going away. So I don't see how this could be "the biggest mistake of Microsoft" when they have no other choice.
  • To put it simply, no more Windows Phone phone, just a Windows phone.  In my opinion, the new wording says a lot more about what the phone is about.
  • Here's where I'm still confused... which OS is going to be on phones and tables? RT or Windows Phone? I can't see RT running on a phone, and WP doesn't have all the needed features for a tablet. In other words, which of these os are they going to use as the base for "Windows" for mobile devices? I assume they will take one and add features from the other, but the two os are quite different...
  • Yeah me too what the hell RT anyway?
  • RT will disappear, swallowed by Windows Phone. Which will in time be also swallowed by Windows.
  • Has that been confirmed?  Are they going to add a horizontal start menu for horizontal tablets?
  • This has not been confirmed but it's highly likely to happen and everything points towards that, including the new support for bigger screens given to WP.
  • What will Windows Phone OS gain from RT?
  • I will leave windowsphone to other mobile if Microsoft do that
  • So essentially, Microsoft is going to drop "Windows Phone" for "Windows". I guess I will no longer have a "Windows Phone" but a Windows Phone? 0.o
  • No, a Windows phone
  • Woo hoo! WinCE is coming back!!!
  • I do expect a changelog line in 8.1 GDR2: - OS changed from WP to Windows.
  • Except Microsoft never does changelogs...we have to guess them! lol
  • Calling Windows makes sense in a way.. But Nokia is like heart of Lumia phones.. It will never be the same... Also.. I am sure windows phone is more popular in India than US....
  • Looks like it'll soon be "one Windows to rule them all" ;)
  • They should call it Windows Lumia.
  • Well, I hope the phones will be called just Lumia and not Microsoft Lumia with Microsoft over the display and on the back cover.
  • No. No printing on front. It looks ugly
  • What will happen to wpcentral
  • Nokia brand is not successful in the US and this will hopefully help with market share. Hope MS introduces a low end, mid range, high end surface devices and follow up with new device every six months on low end and mid tier side and once a year introduce a high end surface phone on all carriers. One Windows I am excited about
  • Once again, good job by Daniel to pre-empt possible hysterical and stupid reaction from fans with well thoughtout explanation in the article.
  • Microsoft Mobile or Windows Mobile sound more professional to me. Windows Phone sounds like something a teen would want. Actually, all the teens want iPhones because its the cool thing to have or everybody has them so I have to get one.
  • All the teens want iphones?
  • Every time something is renamed at Microsoft, they tout a "single, clear vision". How many iterations of increasing clarity must we go through before it is considered clear?   "Windows Phone phone" was horrible since day 1 of the WP branding.
  • The march of progress rumbled on.
  • Well, there can be no problem with that..after the Microsoft`s ditching of the Nokia brand, the Nokia company can start again from the scratch, building from the mighty name they have built before and the Finnish can move over from being nostalgic to being ecstatic..not lost after all..
  • I think we should club either surface or RT on windows phones and brand as surface phones or Lumia Surface what ever. And surface as tablet's identity. And Windows RT should discontinued and we have Windows OS as standalone OS for PC's. So now its equal and 2 similar OS for tablets/phones and Pc. I think Microsoft team, Nokia team, and Wpcental team should brain Strom it.
  • Well MS will have to buy Lumia.com of its current owner. Should I put a MS logo on the back of my 630?
  • if you want to build own mobile?
    why you buy mobile company?
  • This will coincide with their rebranding of XBox One to "MSN Gaming Console"
  • . So why buy Nokia for 8billion. Why didn't they just launch their own surface phone from the beginning instead of going thru all this. Nokia should have gone android man it would have destroyed Samsung outside of the US
  • They didn't buy Nokia. They just bought their phone division. Instead of building a phone division from scratch, Microsoft just bought Nokia's.  And yes, I agree Nokia would have been where Samsung is had they gone Android. Unfortunately, Eflop happened. We'll see what happens in 2016.
  • I like it.
  • *Baby
  • The problem for us developers is that, we cannot start a decent long term campaign now directing to our new products: what name do I use? Windows Phone? No, that'll be gone in a few months and my investment in publicity (printed material, cards, etc) will fuzz off. Should I use Windows Mobile? No because the current users don't know about it and will be confused. So, f**k! Nokia is really a recognized brand in Latin America and Europe. But I understand they need to separate. Microsoft has a large history of f****ing developers. And I can tell you this because I started programming with Visual Basic back in 1993! Don't make me start telling you about the catastrophic transition from Visual Basic 6 to .NET and the the changes in .NET Frwk, etc. And all the effort of Windows Phone 7 that went to the trash with WP 8... and now with threshold... Can you figure out what's only one mobile platform, stable, and monetizable? Oh, please do not let me tell you!
  • Just Windows
  • Windows Stuff Central
  • I am seriously considering waiting to upgrade my Lumia 920 until spring when Threshold arrives rather than picking up one of the other new phones which seem like they may be outdated as soon as Threshold arrives...
  • Well, for one I am super shocked with the phase out of the "Windows Phone" name that I like, but if this is done in the name of simplicity well, then I don't have any big objections other than how consumers will make the distintion between desktop "Windows" vs. phone "Windows". Personally, I can't answer the question.
  • One problem with this as I've seen others point out before is if say Windows 9 on pcs and laptops gets a bad name, it will also make Windows 9 on phones get a bad name because there won't be anything to differentiate Windows on computers and Windows on phones to the average user. Some say that's already Happened with Windows 8 bringing down Windows Phone 8 so it might not really matter. In hind sight, they should've branded Windows Phone something totally different if they wouldn't have minded losing a little name recognition.
  • I guess I chose a bad screen name. But, dropping the name Nokia, because they are legally bound, is a no brainer. We seem to be in the middle of a transition. We seem to be between Nokia phones, which were already in the works, and phones designed and built by Microsoft. We're between Windows 8, which has a very bad reputation, and Windows Threshold, which may or may not be called Windows 9. Throw in the fact that 64 bit operating sytems are coming, and you have what we call " A hot mess". Why not just start over and simplify things. I think dropping the "phone" out is more of a way to drop "Rt" than anything else. I mean, who wants Windows Phone on their tablet ? Wouldn't you rather have Windows on your tablet and Windows on your phone too ? However, they might just get rid of the numbering altogether. We might not even see Windows 9 or Windows Threshold at all. It may just be called Windows on all devices and just have build numbers buried in settings. This is all kind of coming to a head in 2015, and I'm gonna wait until then, when the dust settles to upgrade to a flagship. I have a feeling it's gonna be awesome.
  • Gonna go iPhone this round, back to WP perhaps late next year or 2016.  They have a lot of stuff to figure out. 
  • Farewell
  • Cortana say goodbye to the man please
  • This is why I held back on buying a 1520 recently. Eventhough, my 920 (due to my own fault) is packing it in.  I want to wait and see if the new flagship phones from Microsoft will be even more useful in terms of Office and OneNote.  Hopefully there'll be an upgraded 1520 with pen support to use with OneNote, while maintaining a great camera, etc. that we see in 1520.
  • This is all distraction. Until MS brings real innovation IOW passing Apple and Google in bringing something truly new to phones they will continue treading water and nothing more. Period.
  • I love how the picture shows Nokia - Not Connected when Nokia's slogan was Nokia - Connecting People. :) GoG on WPC...nice.
  • Nokia's slogan is still "Connecting People" ;)
  • I think it's good. Microsoft is creating their own brand, like iPhone and iOS. So... If they wanna make only one OS, it's good to think about "Windows Mobile", not "Nokia Lumia With Windows Phone 8.1".
  • Dude I was thinking that as well
  • I'll still refer to my phone as a windows phone but I like the idea of a single unified brand. Now fix the music app and announce a high end phone. :D
  • Spoiler alert: They won't :(
  • Won't it cause confusion???
  • It's just wise to drop the Phone name. Phone is old school. Phoning is the least thing people does with it nowadays. It's a PC, a Pocket Computer.
  • Yeah pretty much
  • I'm good with dropping the Nokia name. Its a throwback. It has not been a dominant brand since the age of the smartphone. Kick it to the curb.
  • WP central will change it's name too right? :) 
  • Maybe back to WMExperts? :)
  • wmcentral
  • Hey if they will drop "PHONE" from WP, how would this site be naming?
  • Azure phone
    Dynamics phone
    Msn phone
    Perceptive pixel phone
    Office phone
    OneNote phone
    lol u can have more names
  • You do realise that this site's name will change soon anyway?
  • real eyes realize real lies
  • When I heard that Nokia is nothing to U.S... I'm shocked.. Until today I didn't know it. May be you people are right.. But these just hurts it in India.. To Indians Nokia is probably the first to bring the name mobile phone to Indians.. Still today a huge section of people who wants a phone first thinks Nokia.. Here Nokia seems to be have fallen because ignoring android and accepting windows.. So when Nokia X series came into existence people went gaga over it thinking good days of Nokia is back... But alas it was not a quiet android.. So many refrained.. Still many, knowing this jumped for it... Just because its Nokia.. People here came to be knowing windows phone because its Nokia.
    Many people blindly accepted it just thinking that Nokia won't do any thing cheap or worthless.. They tried to swallow the bitter pills of loop holes of windows phones just because they are using Nokia.. Until the last days Nokia in India was an injured great lion, attacked by some cheap crap hyenas kinda things.. All were hoping and praying for its might to came back into grace.. But again alas the badly injured lion left his last breathe leaving it's legacy to be closed in people's mind museum forever...
    Yes, you may find it a way fascinating.. But that is what Nokia meant to us.. Indians...
  • I'm in the US, and I'm certainly more of a Nokia fan than a Microsoft fan. I would argue that a lot of people that frequent this site are the same.
  • So the Nokia Lumia 930 will be my last windows phone. I have two years left whit this wonderful phone. I guess after that it is back to Android phones
  • So you bought the phone for the name not how it works for you?
  • ? Then again to each his/her own I guess then again like anybody about the name
  • I prefer "Windows phone" over "Microsoft Mobile".
  • I think Microsoft Mobile is replacing Nokia, and Windows is replacing Windows Phone. So, Instead of having a Nokia Phone running Windows Phone 9, It will be a Microsoft Mobile phone running Windows ( version 9.0.12345.678 )
  • I may be in the USA but I've known about Nokia and their indestructible phones and amazing cameras for years. Despite what others say I will severely miss the Nokia branding on windows Lumia phones.
  • Microsoft Lumia, now running Windows. Simple, direct, efficient. I like it. It tidies everything up nicely. Everything Microsoft runs Windows, so it removes redundancy. Consoles? Xbox. Tablet? Surface. Phone? Lumia. Makes everything flow.
  • You guys do know MS never had a choice, right?
  • Of course they did, they just didn't offer enough money. We'll see how much losing the Nokia brand and trying to sell phones running "Windows" costs them - my guess is it will be far more than a 20 year license of the Nokia brand would have been.
  • Personally, I think the Surface line is highly regarded hardware wise in most sectors as is the Xbox line. I don't think many will have reservations due to the lack of Nokia outside of a few pockets around the globe. I think many places that love the 520s and 620s do so because they were affordable phones that worked well by a known manufacturer. When the MS Lumia 540 launches it's going to be the same, and still successful.
  • This can't happen fast enough. Pulling everything together under one unifying brand means all MS products will be easier to market and more easily identifiable.
  • In countries where people prime reason for choosing  WP over android and IOS was the Nokia branding, I wander what effect loosing the Nokia name will have on handsets,  
  • So really nothing new before this holiday season? Bad move.
  • I want Nokia top stay.
  • In my country Nokia is a reference of quality and durability, apple means nothing here. Forget the Finland branding will be hard because if the people buy a Nokia phone they don't care about Microsoft or windows.
  • What about the surface range. Will that get the phone/tablet windows or the desktop windows
  • The processor will decide. If it's a desktop processor, It will get the desktop version. If It's a mobile processor, It will get the mobile version. They could call one Windows Desktop and the other Windows Mobile.
  • Honestly, I'm looking forward to the unbundling of the Nokia name. By doing this it can make way for an eventual Surface phone. Also, as the other comments stated, the Nokia name doesn't really mean much in the U.S. It's not beneficial to keep the Nokia name in their most important market.
  • So what I am getting from this is:  Microsoft thinks that the Windows - Windows RT - Windows Phone confusion came from the "RT" and "Phone"??? No. It came from the fact that they had three OS' that do different things, all with the "Windows" name. How is calling all of them "Windows" going to fix this?  I get the idea of Threshold, but since Desktop apps aren't going to be running on our phones anytime soon, they are still going to have at least 2 different versions: Windows and Windows Lite (or Mobile, or whatever).  Either way, renaming all versions to just Windows doesn't make sense to me. 
  • I agree. OS'es should be built around functionality for their form factor. Merging OSes for the sake of UI consistency can take away from functionality, and I feel like that's been happening with Microsoft's OSes.
  • It is disturbing that MS management actually thinks this is a good idea. Time to sell stock.
  • Preach it.
  • In America, Nokia means "free phone". Even with the awesome phones available, it's a stigma that persists. Windows however, is very respected, but windows phone is pretty unknown... I've been to the Verizon store twice. Both times the person there actually bad mouthed WP. Suggesting I check out Android. I think maybe this is where market share drops are starting. I spent 30 showing features and explaining why WP is the best last time I was there. The guy said he learned more from me than the Microsoft rep! And was looking at WP differently now.
  • I can't really see how this will affect sales/adoption, but I guess MS doesn't really have many other options at this point. Kinda sad.
  • Bring on the true MICROSOFT flagship. Introducing the Microsoft Nova, or something that's not boring, confusing, unflattering numbers. That "naming" scheme should die with Nokia, it is THEIR thing after all. Unleash the Microsoft Higgs Boson and collect profit/marketshare! I'm gonna start calling my phone a Microsoft phone NOW lol.
  • Lol I agree give names not numbers hate when people ask what's high and what's low end by numbers
  • Like it or not but the numbers system just works. It tells you what teir the device is in and what generation it is (x20,x30). Icon, Nova, or whatever generic name doesn't tell you crap about the product.
  • I'm not sure all of this is a good direction to go. I really have this feeling that somewhere in MS someone's being mind melded.    As usual, I hope I'm wrong. But for now a lot of these past decisions have confounded me... 
  • not a gd thinking..nokia is in hrt of millions whther they owns it or not...
  • Good, I was having issues with saying "windows phone phone" to indicate my phone. Interesting but it was bound to happen. Kinda sad to see that Nokia is not going brand another Windows Phone...er Windows again but their services are still top notch. 
  • MS need t make a successor to the 1020 with as good or better camera!
  • Personally I think the Nokia brand name should live on, because it has such a strong global presence in other countries other than the USA. The only reason why I went to WP was for Nokia. I'm not really sure what I'll do after they drop the Nokia name on the products... Perhaps Android or wait until what threshold has to offer. L1520
  • Guys they can't use the Nokia name because Nokia is still another company. This is nit a hard concept. Its not a business decision. MS now owns the hardware division if Nokia but they only had a temporary use of the name Nokia.
  • Why dont they call lumia instead of windows
  • So its gonna be lumia for windows or Nokia for windows
  • Well, since they have to lose the Nokia name, my guess is ... It will not be called Nokia for Windows.
  • Noooooo nokia must stay on top of lumia's
  • Waiting for DJCBS to chime in about how he'll never buy a phone without a Nokia brand on it. Guess I'll see ya never!
  • You're late to the party, mate. Quite late. Try looking a page before yours.   I said I would never buy a Microsoft Mobile phone. If you don't know by now that I have a Z3 Compact pre-ordered, you haven't been paying attention.
  • You also have a bricked 930 made by those Awesome Nokia Engineers before being bought out by MS. Guess that NOKIA hardware isn't as great as you thought. But knowing you, you'll probably blame it on MICROSOFT. Anyways, I wish you the best with that Z3. Hope it's better than that Xperia Play I had. If anyone can make a decent Android Phone, I'd think Sony would be up there. Though they have made me look at them differently these past few days. Apparetly an iPhone is better at playing music than their ZX1. It lowers my perception of them, but still like the way their phones look and expect more of them.
  • It's a part of MS's policy on uniting their brands under the "One" umbrella. Good move, which had to be done sooner or later. Moreover, they can't use "Nokia" brand after certain date. So, it's better to start marketing "Nokia-less" brand and get preparred (marketing-wise) for One Windows era. Plus, looks like "Nokia" brand is worthless in the US, which is app market with top buying power.
     
  • I'm liking this road map, no matter what name's on the phone as long as it's windows inside i'm there.  Have always had Nokia phones but as long as the quality stays the same then i don't see any problem. 
  • +925
  • I agree completely. I've owned many Nokia phones before Windows Phone even existed. I chose the HTC 8x because I liked the way It looked and it had the same (8960) processor inside and ran Windows. I'm migrating to Microsft Mobile because I think I'll get all the updates, not because of the Nokia name. Now I just want a flagship on AT&T. Maybe Spring 2015.
  • Why would they do this? Sounds like some marketing idiot was too fixated on the connotations "phone" may or may not have. Instead we're going to get mass confusion and mockery, likely on the scale of the Windows RT/8 debacle. Any time someone mentions "Windows" people will inevitably have to ask if you mean Windows (the regular desktop version) or Windows (formerly Windows Phone).
  • We should create #wewantnokia/#savenokia or something like that to let Microsoft know.. Or make a suggestion in the user voice page.
  • Dropping "Phone" from "Windows Phone" may be simpler in some respects, but not necessarily better marketing.  I mean, "Windows Phone" is boring and "Windows RT" is possibly the worst product name in the history of product names.  So I'm all about a *different* name to differentiate the mobile Windows OS from the desktop Windows OS.  Because certainly there will be applications that either only run on the desktop OS or only run on the mobile OS, and we need a way to communicate that to people.  Apple having MacOS and iOS solves this problem nicely.  Google having ChromeOS and Android similarly serves this purpose.  I don't know what Linux does but I don't care. Part of good marketing is giving people a name to use to designate products that are in fact different, regardless of how much they have in common.  If you don't, you do everybody a disservice, because the have a hard time communicating about and reasoning over your products.  But I predict Microsoft will do a ham-handed job of it, because in the past 3 years, they have gotten ever major product naming decision other than Surface wrong.
  • not expecting any new devices before Christmas??  I thought we were going to see a 1525 hit before the end of the year?
  • Make a suggestion on the user voice site.. And vote up!! We want Nokia name on the phone!!
  • Cool
  • Not a smart move in my POV.. Nokia by microsoft branding was so acceptable but its unfortunate that it wont be or rather it cant be carried.. The name Nokia is huge especially in countries like India which still remains one of the major developing markets which ideally msft should be targeting.
    Well.. Dropping Nokia.. Will just make them struggle a bit more I believe..atleast for some time around. And yes..USA is a huge market which still accounts for less than 10 percent of the worlds population. Windows phone will struggle if they target US only..
  • That's the way to sell more phones. Give it a name people associate with a start menu. The only positive I see is that its a shorter name.
  • How long does Nokia have to wait to make phones again ? I'm sure Microsoft has a no compete clause in the sales contract. Otherwise, why buy a company that will just turn around a build competing android devices right away ?
  • As per the terms of the deal, Nokia can launch a new phone on the 1st of January 2016. Not before that.
  • Thanks, That's good to know.
  • Nokia name sad it has to go, and honestly my love for windows or Microsoft started when I got my first windows phone which was Nokia Lumia 620, before upgrading to 920 then bought a SP3... now nothing anyone can say about windows, windows phone or anything Microsoft that would make me change ship. Love Nokia but now I love Microsoft more...
  • This would be my last Nokia phone, not moving over to Microsoft.
  • They should have never done away with Windows Mobile. The UI of WP7 was enough to make it clears it's a new start. Could have called it WM7.0 instead. Hopefully they'll bring back the WinMo branding with WM9 (successor to RT and WP).
  • Lol! MS should rebrand its WP branding into "Mokia" and have same effect symbolizing Nokia and Mobility.
  • Bingo! One word, sorry...
  • Microsoft should had licensed the Nokia name for a few years just like the Lumia and Asha ones. So it could use it for the rest of the world where Nokia is bigger than Microsoft or even Apple. And rename its products for the US market. That would had been the best choice, let's see how the market outside of the US reacts next year when they find the Nokia name gone from the devices.
  • Would still kill for the Surface and Phone devices Microsoft make to be rebranded under the Xbox banner, I think people would more easily into a Xbox Phone or Xbox Surface than a Windows branded device and since they would all basically be running the same core it makes sense...
  • Good on dropping "Phone". Now I can say "I have a Windows 8 phone." "Windows Phone 8 phone" sounds stupid.
  • Microsoft has some serious identity issues. Every six months they are changing their product names. D: D: D: D: D: D: 
  • Please stop with this "Nokia is respected brand in India, no one will buy Microsoft phone" nonsense. Nokia smartphone market share in India is below 5%, just like in America!
  • Actually it is good to consolidate and start positioning the phone simple as phone made by Microsoft and that's it. Because currently lot of people are like "Oh, nokia still make phones?" or "so its a nokia phone that has the windows program on it"...
    Just make it simpler give the end user one final product coming with one brand name on it and compete...
  • They should name a high-end phone "Lumia Surface" and we all be happy... Maybe a "Lumia Surface 1530" and gave it a surface-like style ... It would be my next phone! ...
  • They just have to name the next high-end phone "Lumia Surface 1530" and give it a surface-like design and I would be my next favorite phone!!!
  • But... but... I like Windows "Phone"!! ):
  • Hopefully this means a Microsoft branded phone. While I love Lumia, it's time for Microsoft to compete in the high end area and Lumia as good as they are ate not high end. They're mid-range
  • I still don't know what the hell Msft were doing buying Nokia (who were going down) and NOT forcing to take the company name? They got a crap deal. The leftover Nokia should have been forced to rename, they have a tiny division now anyway. In the UK, I think the Microsoft name is better than Windows which seems clunky to the average consumer. Will this transitional Microsoft Vision ever end?
  • Two things to say. First: yes, this one's maybe the only decision Mi