Nokia affirms brand not set to die completely - Mobile World Live

Nokia affirms brand not set to die completely

12 SEP 2014

Nokia responded to media reports that Microsoft is to end the use of the Nokia brand in its mobile device range, to clarify that the famous Finnish name is not about to totally disappear.

In a blog post, Barry French, VP of marketing and corporate affairs at Nokia said: “We may not be the same Nokia of several years ago, but we are here, we are strong, and our brand is very much still alive.”

French said that despite selling its Device & Services business to Microsoft earlier this year, the remaining company — which encompasses telecoms infrastructure products, mapping and location services and a strong intellectual property portfolio — is “financially robust and has moved from weakness to strength”.

“Remember, Nokia started almost 150 years ago with just one paper mill. Over time we have repeatedly and successfully reinvented ourselves,” French added.

Reports this week said that Microsoft will soon completely drop the Nokia name from its devices, while retaining the Lumia brand for future releases.

The Lumia 830 (pictured) and 730, which were launched last week at IFA, are believed to be the final two devices to feature the Nokia branding, with Microsoft replacing it on subsequent devices.

The document is also reported to suggest that the Windows Phone logo could soon be replaced with the Windows logo used for desktops and tablets, as the OS for device types is increasingly aligned.

Just this week, Stephen Elop, EVP of Microsoft’s Devices Group, said at the CTIA Super Mobility Week event in Las Vegas, that Microsoft is viewing its devices business “through a new lens”.

Elop effectively reiterated his position from July when Microsoft announced 18,000 job cuts, a reduction which fell particularly hard on the former Nokia Devices & Services unit.

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Tim Ferguson

Tim joined Mobile World Live in August 2011 and works across all channels, with a particular focus on apps. He came to the GSMA with five years of tech journalism experience, having started his career as a reporter... More

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