With the era of Nokia coming to a close, a new phone ecosystem will take its place. Microsoft has unveiled the new branding for its smartphone line-up which will now be known as Microsoft Lumia. As a part of the transition, the websites and social media pages are already on the move from the old Nokia to new Microsoft’s mobile pages.
To make its name prominent on the device, the Microsoft name will be featured prominently on the front and back of devices. According to the acquisition agreement, Microsoft had a good 18 month long period for them to transition from the Nokia brand for its smartphone business. The Nokia name will not be completely scratched out yet. Microsoft still has a 10-year license to use the Nokia brand on basic phones. This was a really shrewd move by Microsoft as Nokia has immense brand recognition in the basic phone market. Microsoft can use it to their advantage to have a constant stream of income through this channel. It is not a resource intensive segment either so Microsoft can literally make easy cash off Nokia’s heavy lifting.
Microsoft won’t have an easy ride in the market. Though its devices have been commended for superior performance and with the 8.1 update, the Lumia ecosystem have got an immense boost. But the devices have failed to find users in the market that is ruled by Google and Apple. Mobility segment is important for the future of Microsoft as an institution. With the speedy shift towards mobility by the enterprise segment, Microsoft’s core consumers are at stake. With the one platform ideology of the upcoming Windows 10 OS, the company can make some gains in the mobility market too. We just need to wait until next year to see how it all works out for Microsoft.
