Microsoft has today confirmed that it is rebranding the smartphone business it acquired from Nokia to “Microsoft Lumia.” The software giant says it is looking forward to unveiling its first Microsoft Lumia device, which will have Microsoft logos on its front and back, “soon.”
After months of wondering what would become of the Lumia smartphone following its transition to a Microsoft business, rumors claiming it would soon be known as Microsoft Lumia began circulating earlier this week. Now, in an announcement on the Nokia Conversations blog, the rebranding has officially been confirmed.
Over the coming weeks, Nokia’s existing Lumia websites and social network accounts will be given a Microsoft makeover, and future Lumia smartphones will sport the Microsoft logo on their front above the display, and on their back. This isn’t the end of the Nokia phone altogether, however.
Microsoft will continue to sell basic feature phones under the Nokia brand, which it has license to use for the next ten years on such devices. However, it’s unclear how much Microsoft will be investing in entry-level handsets going forward, with the Lumia brand its top priority.
And don’t worry about your existing Nokia Lumia device — just because it doesn’t have a Microsoft logo, it doesn’t mean it won’t be supported.
“Microsoft continues to sell and support the Nokia Lumia phones that are out in the market,” writes Tuula Rytilä, Senior Vice President of Marketing for Phones at Microsoft, on the Nokia blog. “The Lumia promise that you’ve come to experience and love will remain. We will continue to honor customer warranties and provide world-class care services as before.”
Microsoft could only use the Nokia name for its smartphones for 18 months following its $7.2 billion acquisition, so it had little choice but to move forward with its rebranding efforts fairly swiftly. Other than a name change, however, the Lumia devices we’re already familiar with won’t be changing.