Microsoft will continue to use the Nokia brand for Lumia smartphones. At least for next 10 years.
According to legal documents, Nokia is licensing its brand name to Microsoft for 10 years, even though the Finnish company will continue to own and maintain the Nokia brand.
At the annual Mobile World Congress in Barcelona, a Microsoft executive has touted again that they’re not going to change the nomenclature of Lumia smartphones, but hasn’t made any comment on the fate of the Nokia brand.
He said that the Nokia brand won’t be abandoned, which means that the division of Devices and Services will continue to produce more Nokia devices, even after completing the acquisition, scheduled for late March.
Although Windows Phone is still very far from the duopoly maintained by Android and iOS, but the OS has matured significantly and both Nokia and Lumia terms are almost synonymous in the world of Windows Phone. In particular, the Lumia 520/521/525 dominates the OS market share, and perhaps Microsoft Lumia won’t be the right choice.
During a press event on Sunday, the Redmond developers unveiled some new features of Windows Phone 8.1 such as support for Snapdragon processors (200, 400 and 400 LTE) and also announced new partners (Foxconn, Gionee, Lava, Lenovo, LG, Karbonn, and ZTE) that may manufacture smartphones based on Windows Phone.
In services, Jyrki Rosenberg, Vice President of Nokia Entertainment Group, spoke about the future of MixRadio. He said that the music streaming service will help Microsoft to revitalize its brand. Unlike Microsoft’s executive, He said that the “Nokia” branding might be dropped, but was mum on the future of Nokia Mix Radio within Microsoft.
Currently, MixRadio is available for the Lumia, Asha and the new Nokia X with Android for free. It allows users to listen music download the mix and skip tracks without adverts.
From this time, the future of the Nokia brand is still under a cloud, but dropping it will devalue the current lineup.
What would you like call the Lumia smartphones? Nokia Lumia or Microsoft Lumia!