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Leaked document outlines Microsoft branding shakeup

by Mark Tyson on 11 September 2014, 12:45

Tags: Windows 8, Windows Phone, PC

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A recently leaked document has suggested that Microsoft will shortly initiate major rebranding plans. The changes involve removing the 'Nokia' and 'Windows Phone' brands from its upcoming devices, according to a post on GeekonGadgets.

The "confidential internal document," cited and confirmed by The Verge as authentic, outs Microsoft's plans to phase out the use of 'Nokia'. Such mobile devices will soon be branded simply as 'Lumia'. These changes will be enforced during the upcoming holiday season campaign for Microsoft's devices. "As part of our phased transition, we will drop the manufacturer name [Nokia] from product references during the Holiday campaign," reads one of the slides from the Microsoft document (see above).

The report suggests that the Lumia 830 and Lumia 730 will be the final two handsets to launch with 'Nokia' branding. We are yet to see what the branding will look like on subsequent devices, where and how prominently any Microsoft logo may reside.

The decision to kill the Nokia brand is understandable and a move foreseen months ago. Since acquiring Nokia's devices business in April, the word 'Nokia' has been used less and less when Microsoft references new devices, and Nokia.com device sites have also begun redirecting users to Microsoft's own pages.

Windows Phone, will just be 'Windows'

Microsoft also plans to stop using the 'Windows Phone' brand name in products and promotions, replacing it with just 'Windows', as has been observed in the latest Lumia 930, Lumia 530, Lumia 730 and Lumia 830 commercials. The decision will fit in well with Microsoft's plans for its 'Threshold' update, which aims to adjust the phone, tablet and desktop platforms into a more unified OS. Windows for ARM devices (Windows Phone merged with Windows RT, with an ETA of Spring 2015) and Windows for x86 devices will have to remain apart until/unless Intel can change the mobile processor landscape.

HEXUS Forums :: 9 Comments

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Seems fairly sensible. Microsoft's branding is pretty clunky in some areas - Windows Phone is definitely one of them.
All part of merging Windows phone and RT to create something closer to iOS. Makes sense.
Shame, I like the Windows Phone + Nokia branding.
Nokia is likely a branding conflict with ‘Nokia’ so it's easier to go Microsoft Lumia.

As to windows phone, rt and desktop version, it's a likely adaptation based on the way the underlying code is going, the joining of windows phone and rt is the start of it and iirc modern apps will fall under the same dev tools too.

If it was me I'd use windows mobile branding for phones and touchscreen arm slates and then change the desktop into windows and windows for business (home/pro)

It also gives them the option to make a windows cloud, or rename windows with bing to it to compete directly with google chrome os.
Sound business branding sense in motion for a global entity - good material for an MBA thesis