TODAY.AZ / Business

Microsoft plans brand-new welcome for upcoming smartphones

30 April 2014 [10:35] - TODAY.AZ
Microsoft is developing a brand for forthcoming smartphone products following the acquisition of Nokia, says the former chief executive of the Finnish group, who is moving to the US with the handset businesses.

Stephen Elop, who will head Microsoft’s devices business, said the US group will not use Nokia or Microsoft Mobile as had been speculated for the next stage in its attempt to crack the lucrative but highly competitive smartphone market.

“Microsoft Mobile Oy is a legal construct that was created to facilitate the merger. It is not a brand that will be seen by consumers,” he said in a Nokia-organised internet chat forum.

“The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is under way to select the go forward smartphone brand.”

Microsoft has licensed the right to use Nokia for the mobile phone portfolio for 10 years but can only market Nokia-branded smart devices for a limited time. The US group can also use Nokia’s Lumia and Asha brands.

Mr Elop said about the naming of forthcoming phones: “While we are not ready to share precise details, I can assure you that it will not be the “Nokia Lumia 1020 with Windows Phone on the AT&T LTE Network” too many words! That somehow doesn’t roll off the tongue. . ”



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