Nokia brand names Lumia, ClearBlack, PureView, and others now belong to Microsoft

Though Microsoft’s purchase of Nokia’s Devices and Services division was announced late last year and completed in April, the fate of Nokia’s trademark technology brands has still been unknown. Brand names like Lumia smartphones, ClearBlack displays and PureView camera technology have become synonymous with innovation and quality, much like the Nokia name itself.

And though the Nokia name will eventually be disappearing from the faces of Windows phones, it looks like some of the those mainstay Nokia brand names, along with a few surprising ones, will continue on with Microsoft.

A recent check into those well-known Nokia trademarks has revealed that they are now owned by Microsoft Mobile Oy, the division created by Microsoft’s acquisition of Nokia’s Devices and Services division.

Microsoft made some surprising choices on what Nokia trademarks to acquire

The big names on the list, which one would expect to see included, are Lumia, ClearBlack, and PureView. ClearBlack refers to the two-step polarization technology for Nokia's moderate to high-end displays, which filters out certain wavelengths of light for those deep blacks. PureView was Nokia's brand name for their high-end cameras, featuring optical-image stabilization (OIS) with ZEISS lenses.

However, some not-so-obvious are also now owned by Microsoft: Asha, Surge, and Mural. Asha is a popular line of Nokia featurephones, not powered by the Windows Phone OS. Surge and Mural, on the other hand, were individual phone models, both from 2009.

Interestingly, Nokia's PureMotion HD+ brand name for their 60 fps, blur-free displays, was evidently not acquired. Then again, Nokia seems to have recently dropped the terminology themselves as 60 fps displays have become the norm in 2014. Other frequently used terms like 'Sunlight readability' and 'Super sensitive touch' were most likely not trademarked.

There’s no mystery why Microsoft would want to acquire the names Lumia, Clearblack and PureView, all of which carry with them an air of greatness. But the motivation behind the others is murky at best.

Does Microsoft intend to continue the Asha line of phones, as perhaps an economy class for emerging markets? Or is it simply so they can end the lineage once associated with Nokia? And what about the Surge and Mural? Were they so well-received in their day that they deserve a modern-day makeover?

Until more information comes to light, we are just left guessing. It will be interesting to see what comes of it all.

What do you think Microsoft has up their sleeve for these recently-acquired brand names? Let us know in the comments below.

Source: USPTO; via NokiaPowerUser, PhoneArena

233 Comments
  • Will be surely missed
  • I think if the SP3 wins over people on the Surface brand name, we'll see a Surface phone. As much as I love Nokia and the Lumia line, the mainstream US consumers don't have the same level of attachement to Nokia that the Europeans do.
  • Yeah, but the us market isn't as important as the ENTIRE REST OF THE WORLD❗❗
    ...............
    Americans are always last when it come to new technology... We'll catch on sooner, or later....
    But, it would be dumb to change the Lumia name to Surface to cater to the US market especially with no real guarantee that it will pay off....
    ..................
    No,,,, if MS changes Lumia to Surface then they will officially be the stupidest company to ever exist..... Now, I do think that a Surface line of smartphones, squarely aimed at enterprise consumers, could greatly COMPLIMENT the Lumia line of WP devices.. That would be cool❕
  • Really? And here I am waiting an official release of Windows 8.1 8" tablets which still nearly non-existent (Acer W4 is the only one around and it's only 32GB version). Are you sure you always last? :p
  • I didn't say last to get it... I said last to GET IT❗ .. Get it❔
  • Lenovo, Toshiba and Dell all have 8" windows 8.1 tablets.
  • " I do think that a Surface line of smartphones, squarely aimed at enterprise consumers, could greatly COMPLIMENT the Lumia line of WP devices.. " I have seen quite a few comments like that by multiple people and consider it as a potential consensus.   I tend to agree as well...
  • I'm not going to miss anything... My next device is obviously going to be a Lumia smartphone with a Clear Black display, and a Pure View camera.... Just switch out the five letters "Nokia", with "Lumia", on the top/front of my device and we're in business...
    .........❕❕ Accept Change People❕❕.....
  • No.
  • Well, too bad❗❗❗ .... Because this is the reality of the situation.. Live in the past as you please, or grow up, be a man, and get with the program❕❕ :-)
  • Truth
  • Still no.
  • That's like saying no to the sun when it's rising... Not gonna matter...
  • He's just being obstinate for the point of being obstinate...
  • Don't worry about it.
  • This^^^
  • It's too bad it's just the brand names and not the actual technology...
  • But i guess there is sufficient technology in Microsoft worth not overlooking
  • I'm pretty sure it includes the technology. I mean, this is about the trademarks, not the tech, but Microsoft in acquiring the mobile division acquired that technology too. Or rather, it'd be odd for Nokia today to own the technology but not the name for it.
  • I thought the tech stayed with Nokia's R&D division, which is still part of Nokia. I may be wrong, but that's how I thought it went down.
  • This Nokia acquisition has to be one of the most complicated corporate buyouts of all time.
  • Not from my understanding. It's very much like the Google buyout of Motorola, not in reasoning, but in method. Microsoft received the "Devices & Services" department and any R&D department underneath it. This includes apps and hardware. Nokia restructured, with their current R&D department made from what's left over after devices & services (sans-maps) was removed. What is left is essentially Nokia Here and NSN (Nokia Solutions Network). They provide patent licensing for mapping technology to Microsoft, and research other technologies. Microsoft gets the bulk of it, from the app division (sans-here), to the old R&D division (sans-mapping). In the same way, Google bought Motorola's Devices & Services, old-Motorola restructured, and became Motorola Solutions.
  • Close, but not accurate. Motorola split into two companies before Google made a move. There was Motorola Mobility and a separate Motorla Solutions. Google bought Motorola Mobility, a company, Motorola Solutions was not affected as they were and are a seperate company from MM as before the Google acquisition. Nokia never split and has always been and still is one company. Nokia simply sold the Devices and Services division to Microsoft. There wasnt a split or two companies or any of that. The reason it is complicated to a lot of readers is due to poor journalism that claimed Microsoft bought Nokia which isnt true. I commend and applaud the writer of this article for writing factually and not misleading readers. I smiled when I read Nokia's Devices and Services division instead Microsoft of bought Nokia.
  • Please don't mention Google's buyout of Motorola Mobility.   Everytime I remember I throw up in my mouth just a tad.  Motorola used to be one of my favorite companies only to have Google buy them, and then lo and behold sell it to lenovo.   Betrayal on top of betrayal...
  • You can't take away what people know in their minds... This is a dumb argument...
    .............
    Seriously, do we think MS cares about getting in trouble for patent infringement of Nokias technology?.. I doubt it, and it'll be a small price to pay for WP to be successful... Lets get real people. MS is wealthy enough to do what they please... What you guys are talking about here is small potatoes in the eyes of MS....
    Lol❕❕❕
  • "You can't take away what people know in their minds... " I'm gonna consider that a challenge!!!   I'm starting drinking right now just to see if that's true.   After I pass out, tomorrow I'll double check to see if everythings still there or not. I'll report back later.* *Unless that's the part that's taken away.
  • never found an article where that was clarified.. I understood it the same way..
  • Apple will be able to use it?
  • @Zapella Tiago.
    What? Please explain.
  • I assume it is in reference to the cross-patent agreement between MS and Apple. Although, these trademarks (and maybe patents) are tied to the company entity known as"Microsoft Mobile Oy", and so I would expect them not to fall under that agreement, as they are not registered with "Microsoft Corp".
  • No.  You are confusing trademarks with patents.
  • The technology, yes, if they license it from Nokia. The name, no.
  • What did Daniel say❔⬆⬆⬆⬆⬆
  • According to Apple they invented it.........
  • Well Nokia does have the patents. What if they decide to get back into the phone business after the non compete clause is over? Can they use their patents to create the same technology (display tech, camera tech, cellphone techs such as connectivity stuff, etc. Basically anything they have ever used in their mobile phones) under different name or will they have to start from scratch?
  • That's what I've been thinking Nokia could either do phones again and maybe even go against windows phone imagine!
  • It will never happen. They'd have to license things back from Microsoft. They no longer have factories nor any talent from the phone division, including executives, managers, engineers and marketing. Those aren't trivial things. They'd basically start from zero. You don't sell off half your company only to re-create it again. It makes no sense and it would be suicide in this day and age of smartphones, where even HTC can barely get by. The whole reason why the division was sold was because they could not make money selling phones. Who would advise them to try again, when things will only be more cutthroat in 18 months?
  • They still have the Indian factory and Indian people would still buy a Nokia device. Quite possible that they could get a relatively small team and start building again, starting with India. Also, doesn't Nokia still own the patents and Microsoft licenses them and not the other way around?
  • It still doesn't answer the question why a company who sold off their unprofitable mobile division would invest massive amounts of capital to re-create that division all over with nary a chance of success in today's hyper competitive mobile market? They already proved once they can't survive on their own in mobile. Why prove it again? What would change besides the fact they've lost all of their human talent and would be, in essence, competing against themselves (plus Samsung, plus Apple)? They only rationale I keep hearing is for legacy. It's time to let it go.
  • Yeah okay got your point, true. Buy what about this? Also, doesn't Nokia still own the patents and Microsoft licenses them and not the other way around?
  • or they could start doing like Appy and Sammy just rename the technology and do it again... and MS didn't by Symbian.. its still around...     even though we like WP (becos of Nokia) still prefer symbian.. my old N8 with 16 GB storage, 256 MB RAM, 512 MB ROM works way better than 920/1020/1520 (own these )..  From S4/Nokia Anna to Belle the transformation was different..      
  • I agree
  • Resizing. Nokia proved once they can't survive on their own in mobile as much as Microsoft has proven that they can't compete against iOS and Android... Think about it this way: Nokia's old D&S was HUGE. They were losing money. Any return of Nokia would NOT be done in the same scale. For example, any return of Nokia would most certainly leave out the US market or vote it to the same sort of "despise" that Sony votes it to. They don't need to recreate everything, also. They can just buy. Are you sure you CAN'T think of any Finnish OEM with strangely close ties with Nokia? Hmm? Also, Nokia IS set to return to devices and services. Their Technologies division (the one that holds the patents) has that as a goal. They work to develop new and innovative technologies to be used on future devices and services. Will it be SMARTPHONES? That's still the question. Nokia's new CEO Rajeev Suri and Nokia's scarecrow Chairman Risto Siilasmaa have clearly left the door open. Now, you also know how popular de Nokia brand is in Europe, for example. Nokia can, for example, return with a single flagship and work from there. Which is what Jolla is doing. The advantage Nokia has over Jolla and many other OEMs is that Nokia actually holds a ton of cool technological patents that can put them in advantage, including the camera tech. As for the competing against themselves...hardly. Microsoft Mobile phones will be as much Nokia as Jolla phones are Nokia. Meaning, neither of them are Nokia phones. And as for the employees...actually, you'd be surprised at the amount of them that would be willing to return to Nokia from MM. Not to mention, Microsoft isn't known for being a company that is good at keeping talent.   Let us wait for 2016 to see what Nokia does.
  •  + N8 N9
  • Hugs man you spoke my mind. I'd be the first one to buy a Nokia again. In addition to Europeans, Indians are no less fans of Nokia even today many Android or iOS owners here were like: "No..!!" Because here in India everyone had a Nokia as their 1st device and even at present they've feelings attached to Nokia.. All we can do is HOPE..
  • You can hope, or make educated guesses based on reality...
  • @DJCBS Your grasping straws their buddy.Daniel already put you in a corner with a dunce cap on.Give it a rest.
  • @DJCBS Thank you for saying all this ... Saved me the time to thrash some sense into all these nokia haters .. Also note - Daniel - .... U think Nokia will prove again that they will fail if they make a come back ? .... That's just plain dumb . N for you to say this takes it to another level of dumb. Nokia still has only leased all the patents to MS once they decide to get back they can use it again.. N the patents which they hold are the basic patents required for phone communication . NOKIA forever.
  • It's not hating on Nokia.It's just common sense.Nokia will likely never make another cell phone again,with Apple and Samsung owning the Market and everyone else fighting for the leftovers including Microsoft,it would not be in Nokia's best interest to return to making phones.
  • @DJCBS : +630 True that!
    Nokia can easily make a come back in Europian and Indian markets and leave US for sometime. They love MS and let them be with it. I started loving Windows phone OS because of Nokia and not the other way around.
  • I doubt Nokia is coming back to phones, but you are right, they could do it. If they do, they'll likely try to be on the front lines of the next big thing, likely bendable foldable smartphones or some such.
  • As of last year Nokia was the second largest distributor of mobile phones in the world, behind Samsung ( and it was only in 2012 that Samsung got the top spot). Just because Nokia weren't huge in smarty phones doesn't mean they weren't still a powerhouse.
  • Well said!!! Daniel said it perfectly people... You diehard Nokia fans need to stop thinking with your emotions, and start being realistic.
  • @rodneyej: Err....Please try to understand that MS is big in US but not outside US. MS is responsible for not promoting their harware outside US. Many people outside US don't even know something like Xbox exists. So when it comes to Nokia its was a super trustworthy brand in most of the europian countries and countries like India and Pakistan. We all know the story behind Nokia's fall. Ofcourse Daniel will defend MS, because that's his job since he is a writer of WINDOWS phone central. But we will also realistically hope Nokia will make a comeback. Remember, the way you feel about Nokia is the same way we feel about MS. We don't know what will happen in 2016. All these are possibilities. But you can't just ignore them . Seriously many of us diehard nokia fans don't really care what OS our device has. I love windows phone 8.1, but that's because its inside a nokia device. That is the reason HTC or samsung windows phones are not sold like hot cakes, but Lumia series are. I hope you understand what i'm talking about here.
  • And that factory is also in the surge of going down.
  • LOL! Why don't you take a minute to understand what Daniel said. A business doesn't work in way which a common man think how it works. And please don't think Nokia is all about India. Nokia business covers almost the whole world. "They still have the Indian factory and Indian people would still buy a Nokia device." Seriously?!
  • Not even gonna bother if you don't read.
  • Yeah seriously I say India I'd too big of a market for many native Smartphone companies(Lava, Micromaxx, Obi, Karbbon) trying to start from scratch and many trying to get into Indian market like: Apple, Xiaomi, Oppo, WP(ASH M., Cortana). So, I'd ask of you to not underestimate the fan base of Nokia in India or the possibility of another Smartphone maker in Indain market
  • Nostalgia and fantasy are the reasons.
  • Yea, I concur.  Nokia is never going to make cellphones again.   However you better not say that to DJCBS because he keeps on perseverating about 2016 as is Nokia is going to start making cellphones then.
  • I forgot to read the rest of the thread.   Of course he's up there perseverating about rising from the dead as a tiny tiny lazer focused zombie.. yea, 2016...   we shall see
  • Shut up NOoB
  • and your comments are illuminating this corversation with their trechant analysis?   I think not, so go fuck yourself...
  • Stay quite NooB
  • Well brainiac, it's quiet not quite.    You know that button about two inches above the text box, the one with the ABC and the checkmark.   That's called a spell check.   Of course if you don't know the difference between quiet and quite, that's an issue the spell check can't help with. Oh, and did you look up trenchant?   Given you don't know the difference between quiet and quite, maybe you should.  And speaking of nOOb why don't you compare our profiles, Mr. 57 comments with no likes no thanks verses my 959 comments and 65 thanks and 183 likes.
  • Not really, MS can hold a copyright, Nokia the patent. A technology can have multiple names. Plastic adhesive strips, we call them Band-Aids in the vernacular. Many companies make them, only one can call them Band-Aid.
  • It doesn't. The patents remained with Nokia, including the PureView ones. The selling of the name is irrelevant since Nokia may wish to start branding the camera tech with the Nokia brand instead of PureView. Also the patents, as you know, are numbered not named. With the possibility of Nokia licensing the camera tech to other OEMs, Microsoft probably wanted to get at least the most known name for that particular technology. It's a smart move, actually.
  • DJCBS but even with those MS is not gaining marketshare the way it should have
  • Microsoft's lack of marketshare growth is very much Microsoft's fault. For the duration of WP7 and until GDR2, Microsoft wasn't taking their mobile OS very seriously. Nokia alone was carrying the load of WP on their backs and look where that led them... As for the future...I still think that sales will sink once the Nokia branding is gone from the phones, no matter how "cool" they are. People don't trust Microsoft for hardware. They have a brand problem which needs to be solved before they can hope to at least keep the sales that Nokia gave them. But well...that's now their problem. Nadella will have to try to fix and make the most out of Ballmer's misguided views and ideas now.   As far as I'm concerned, I share Bill Gate's view (which seems to also be Nadella's): Microsoft doesn't need to do hardware. Their strenghts are in software and that's where they should focus. Create the best software experiences and leave the hardware to their OEM partners.
  • Well said.. I agree with everything you said except for the fact that MS doesn't need to do hardware,, but you're right about everything else.. Very well said..
  • I strongly disagree that Microsoft should stick to just making software. Ballmer's whole exit strategy was something maybe he couldn't execute, but it was a solid plan. It wasn't until Apple made the whole iPhone experience from the software to the hardware that smartphones took off in the consumer market. Microsoft had the door open with Windows 7 for OEMs to skin it and make slate PCs but neither Intel or the OEMs did anything with the software Microsoft gave them, and iPads and Android tablets took off. The Surface product line is probably the first quality PC experience compared to what you get with a mac. There's been unibody macbooks for years now, and HP just copied it with their Envy line. It takes a company like Microsoft or Apple to truly fuse together a perfect software and hardware experience. Sooner or later we are going to see a complete One Microsoft experience across all their devices and services. With Windows 9 next year, their devices built in house will take advantage of all their software features. Like what happened to sideshow or those other cool windows features that almost no OEM used...if the hardware is made by them, they can make the perfect Windows experience. It is definitely time to see a true Windows Phone from Microsoft, a Windows Phone/RT 9 Hybrid OS on a Surface Mini, it is time to see the whole desktop reimagined with Modern apps windowed. There's a lot coming, this is the right approach.
  • I have no idea of what reality you're looking at, but people have been trusting Microsoft hardware for decades.  Microsoft has long been known for the quality of their human interface devices: keyboards, mice, trackballs, webcams, etc.; so much so, they've sold more of those devices to both consumers and enterprise customers than any other hardware manufacturer.  Build quality of the entire Surface line has been universally praised, and as they've demonstrated with the Surface 3 most recently, they've built a thinner full-powered computer than even Apple has, with a sleeker designe, and more powerful hardware to boot! Microsoft is also at the forefront of R&D in hardware technology.  Their "Courier" project was far more advanced than anything anyone had to offer as far as a mobile device was considered.  Currently, they're working on a keyboard with infrared sensors embedded in the surface of the keyboard, between the keys, to detect discrete finger and hand gestures in order to make using the "Modern" UI easier and more comfortable; and that's just one project on which they've recently lifted the veil of secrecy. The only hardware they've taken a rap for, really, has been the original XBox 360.  Once they moved to lower-power-consuming chipsets, even the RROD went away.  And before you go off saying they had problems with the XBOne, I'll remind you the number of defective XBOne units was equal to the number of defective PS4 units percent-wise, and both were around 6%-or-less. So, stop spewing BS the way you do.  The fact is, "people" (and just who are these "people" anyway?  What group?  What age?  What demographi