Microsoft will not stick with the Nokia brand name for future smartphones, following its acquisition of the Finnish phone-maker.
Answering questions as part of an ask-me-anything session on the Nokia Communications website, former Nokia CEO Stephen Elop, who is now executive vice president of the Microsoft Devices Group, said the famous name “will not be used for long going forward for smartphones.”
As part of its buyout of Nokia's device-making business, Microsoft has the right to use the Nokia name, but it seems unlikely that it will do so.
Elop added that: “Work is underway to select the go forward smartphone brand.”
Microsoft had established a company called Microsoft Mobile Oy, but Elop explained that this was “created to facilitate the merger” between the computing giant and Nokias phone- and smartphone-making division. Microsoft Mobile Oy “is not a brand that will be seen by consumer,” Elop explained.
Later in the session, Elop again explained that the Nokia name would not be used for future phones: "Now that we are one company, the marketing and product folks will lay in the plans for the shift to a consistent brand.
“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..."
Nokia recently announced a number of new handsets, including the high-end Lumia 930 which is due on sale in June. It isn’t yet clear if these phones will be branded as Nokia, or if Microsoft will have created a new name by its smartphones by then or not.