Nokia: Microsoft wants a 'unified brand across Lumia and other Windows' devices

Microsoft is supposed to acquire Nokia's devices and services division by the first quarter of 2014, pending regulatory and shareholder approval. That means Windows Phone devices that Nokia makes under its Lumia brand will be in the hands of Microsoft in about half a year.

We have already speculated on if Microsoft will continue to use the Lumia brand name for its own new Windows Phone devices, or if it will come up with something else.. Now a new in-house interview on the official Nokia blog has its sales and marketing head Chris Weber confirming that some kind of change is coming.

Weber stated that Microsoft will keep the Nokia and the Asha brand name for the company's cheap feature phones. However, he added:

On smartphones, it’s more complicated and we’ll be seeking to create a unified brand across Lumia and other Windows-based devices. But we’re still a long way from when that decision has to be made.

That would seem to indicate that Microsoft wants to not only have the same brand name for its smartphones but also for its other Windows hardware products such as its Surface tablets. At the moment it's still anyone's guess as to what that new brand name will be in the end.

Source: Nokia | Image via Nokia

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36 Comments

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To everyone I know, 'Lumia' means nothing... Nokia kinda does, but most people just say, "Oh yeah I remember them from before smartphones came out". So, in theory I have no issue with Microsoft dropping both names completely.

I think they should use surface as the encompassing title for their devices, but that 'Nokia' and 'Lumia' should still be written onto the hardware for at least a couple of years.

Not so much for the consumer, but so that in stores, when someone asks to buy a nokia, the store colleagues can pick up a surface phone and plug that comfortably,

I can't wait to see the first collaborative effort in any case. Crossbreed of surface and lumia would be awesome =)

i think with lumia the main focus is nokia. nokia is well known for building phones that are built like brick s*hit houses, i.e. take alot to kill it. nokia is the main selling point of these phones they need to keep the lumia brand, let the nokia team keep pumping out high quality hardware and keep the microsoft logo as small as possible.... preferably in the small print. i love lumias i got a 800 cant wait see what they got when my contract renews in feb but if ms takeover the pr there screwed

I hope they don't use the Windows brand. Keep windows for the OS and come up with a new name. I think that people are tired of the windows brand and it no longer means something positive. Windows means work, windows means complexity, windows does not mean fun.

The Skydrive name has to be changed for legal reasons...

What about,

xOS
xBox
xPhone
xDrive
xMusic and xVideo

so on and so forth.
I do think they should rename windows and rt to windows touch and windows touch pro.

mrdeezus said,
The Skydrive name has to be changed for legal reasons...

What about,

xOS
xBox
xPhone
xDrive
xMusic and xVideo

so on and so forth.
I do think they should rename windows and rt to windows touch and windows touch pro.

I kinda like it, but it just stinks of copying Apple. Just 'x' instead of 'i' I think they need something more original...

Surface Pro - x86 tablet
Surface - arm tablet
Surface Mini Pro - x86 mini tablet
Surface Mini - arm mini tablet
Surface Phone - phone

The whole package, Surface One
Then we have Xbox One
And the next update to windows that will unify everything into one OS will be called Windows One

vcfan said,
Surface Pro - x86 tablet
Surface - arm tablet
Surface Mini Pro - x86 mini tablet
Surface Mini - arm mini tablet
Surface Phone - phone

The whole package, Surface One
Then we have Xbox One
And the next update to windows that will unify everything into one OS will be called Windows One

I like the 'One' brand idea! Apart from we've already had a Windows '1'.

Killing off the Lumia brand could be counter productive.. For example, here in India, Lumia is more known than the OS itself. Nokia is known in every nook and cranny of the country... Microsoft on the other hand has no presence in consumer hardware..

Anything non-android and non apple, people think Lumia.. not Microsoft..

if they change it to a surface phone itll probably kill the brand dead. nokias got a good brand with the lumia name and put alot of marketing behind it, to change that now would be suicide, especially with MS's PR boffins around!!!

They didn't say it's for Microsofts Windows-based devices, so, this could mean that Microsoft will make the Lumia brand available for HTC, Samsung and Huawei for example to boost their sales.

Hopefully this will also mean that Microsoft will bring Nokia's WP customizations to other manufacturers, like the glance screen.

The best thing to do is put the name Windows Phone in the background. Let the device and experience speak for itself rather than labelling the OS as the main selling point in marketing.

iPhone
Galaxy
Nexus
iPad

Microsoft need to follow with

Nokia
Lumia
Surface
Surface Pro

Windows only needs to be in the small print and at the forefront on broad Windows marketing and business.

People refer to, crave, discuss, show off the device not the OS version.

Surface 2 should show if Microsoft have learned anything.

WooHoo!!! said,
The best thing to do is put the name Windows Phone in the background. Let the device and experience speak for itself rather than labelling the OS as the main selling point in marketing.

iPhone
Galaxy
Nexus
iPad

Microsoft need to follow with

Nokia
Lumia
Surface
Surface Pro

Windows only needs to be in the small print and at the forefront on broad Windows marketing and business.

People refer to, crave, discuss, show off the device not the OS version.

Surface 2 should show if Microsoft have learned anything.

I agree. That Windows or Windows 8 brand actually scares away potential consumers.

Don't have a problem with Windows Phone. Good idea to keep the Windows name on everything.

Lumia has never been a favourite brand name of mine.

Trollercoaster said,
Don't have a problem with Windows Phone. Good idea to keep the Windows name on everything.

Lumia has never been a favourite brand name of mine.

Loosing Lumia might not be a huge issue, loosing Nokia..... quite more serious...

Maybe it just me and liking Apples process for their phone; one phone for all carriers.

It's really getting (IMHO) out of hand that all carriers have some type of a Lumia phone that has different features for different carriers.

Would it make sense to have a high end and a low end Lumia that is exactly the same across all carriers and each year release a new version like Apple does?

I'm right there with you. I hate that the carriers in the U.S have specialized versions, this not only confuses consumers, but also makes accessories harder to make. I like Apple's approach of 1 phone. What Nokia needs to do though is hone in on a central phone shape and carry that across their low, mid and high range phones. I think they are starting to fragment a bit much. With each phone shape, offer the poly carb or the premium aluminum body.

primortal said,
Maybe it just me and liking Apples process for their phone; one phone for all carriers.

It's really getting (IMHO) out of hand that all carriers have some type of a Lumia phone that has different features for different carriers.

Would it make sense to have a high end and a low end Lumia that is exactly the same across all carriers and each year release a new version like Apple does?

I am with you. The Lumia 820 on AT&T lacked Gorilla Glass, while the other variants (822, 810) do not. Not to mention the Lumia 928 on Verizon lacks FM radio support while the other variants (925, 920) do not.

The only negative is that the US has the most complex area because Verizon is CDMA and LTE, as is Sprint, plus AT&T and T-Mobile are GSM and LTE (which I am aware is simply 4G GSM). Apple technically does have two phones to cover this problem in addition to the different LTE bands used across the globe. Ironically, and I think that this is a shot at AT&T, the "global" model is the Verizon phone, which supports 3G GSM and CDMA, plus the majority of LTE bands.

Getting to that model may be more expensive up front (chip manufacturing), but it definitely reduces manufacturing costs in the long run by reducing the number of manufacturing lines overall. It also means that they could probably produce more unique features in the individual phones because there would be less lines, which means more colors could come back without detracting from some variant's line. It would also simplify delivery.

The problem is that the carriers are the one's driving the differentiation. It certainly benefits them to have incompatible phones, and whenever they advertise, they're advertising their phone and only their phone; it's hard for AT&T to market an iPhone without giving free advertising to Verizon, Sprint and now T-Mobile (who is becoming frequency compatible too in the case of other AT&T phones) as well.

I wonder how receptive people would be to a Surface Phone running the Lumia OS, whose name change would like up well with the Windows Phone 8.1 (Blue) release.

It would get Microsoft away from the Windows Phone name, which people still associate with Windows Mobile.

pickypg said,
I wonder how receptive people would be to a Surface Phone running the Lumia OS, whose name change would like up well with the Windows Phone 8.1 (Blue) release.

It would get Microsoft away from the Windows Phone name, which people still associate with Windows Mobile.

Lumia OS? O.o

I quite like that, nice and simple and a good brand across all there devices and services.

Franc_Jeu said,
mOS
mBox
mCloud
mPhone
mSurface
mSkyDrive

and so on

S3P€hR said,
naaaah, cheesy. I like Sky Brand,
SkyDrive
Sky OS
Skybox
SkyPhone

Microsoft Modern Windows Sky OS 2014
Microsoft Modern Windows Sky OS 2014 Professional
Microsoft Modern Windows Sky OS 2014 Server
Microsoft Modern Windows Sky xBox
Microsoft Modern Windows Sky Phone
Microsoft Modern Windows Sky Surface

.Neo said,

Microsoft Modern Windows Sky OS 2014
Microsoft Modern Windows Sky OS 2014 Professional
Microsoft Modern Windows Sky OS 2014 Server
Microsoft Modern Windows Sky xBox
Microsoft Modern Windows Sky Phone
Microsoft Modern Windows Sky Surface

You forgot Microsoft Modern Windows Sky Office 365