Microsoft Devices Branding Transition Roadmap Leaks
June 12, 2014 12:14 PM
Nokia lineup will see some changes, but some things will hold steady for now
Out with the old, in with the new -- sort of. That's the message of
a leaked roadmap
of Microsoft Corp.'s (
) plans when it comes to the crucial branding and integration of its newly acquired devices unit, which it purchased from Finland's Nokia Oyj. (
The Microsoft-Nokia tieup took a new turn last September when Microsoft announced that it was acquiring Nokia Devices for €3.79B ($5.24B USD) and licensing Nokia's patents and software services (e.g. HERE maps) for €1.65B ($2.28B USD), in
a deal initially worth $7.2B USD
. Adjusting for current exchange rates, the deal at its close was worth just slightly more -- around $7.5B USD. The purchase
wrapped up in April
, after receiving regulatory approvals.
It was well known that as part of its purchase Microsoft received
the right to use the "Nokia" brand
on new and existing devices until 2016. The leaked documents adds a bit more detail to that timeline:
New Lumia devices can use the "Nokia" name until November 25, 2015 (18 months)
New Nokia X devices
(which use a branch of Google Inc.'s (
) Android OS) can use the "Nokia" name until December 31, 2015 (19 months)
"Other" new phones (Asha/feature phone brands) can use the "Nokia" name until April 25, 2024
Strategy & Planning:
Microsoft brand will only replace the Nokia brand in product, applications and experiences when Microsoft has launched a new product into the market.
The latter point is particularly interesting and relatively new news -- that Microsoft will be able to continue to use the Nokia name on basic (Symbian) handsets for developing nations for nearly a decade. Further, according to
of the text about branding replacement, the branding switch may occur well before the deadline to give Microsoft room to switch its marketing efforts. It's possible we could see the switch in branding as early as the 2015 Mobile World Congress at the end of Feb. 2015 or at Microsoft's own 2015 BUILD conference, in April 2015.
The document is dated from Jan. 2014, so while much of the details are new and intriguing, it may be a bit dated. It refers to "Day One", which actually was April 25, 2014, the day the Nokia Devices acquisition wrapped up.
[Image Source: Microsoft via EVLeaks.at]
Other highlights from the document include:
Strategy & Planning
From "Day One", current handset families -- "Nokia Lumia, Nokia Asha, Nokia X" -- should continue to use the "Nokia".
Future devices will likely be dubbed the "Microsoft Lumia, Microsoft X, etc."
Store rebranding will be slow:
[Microsoft is] carefully planning how, when and where to introduce the Microsoft brand [to Nokia retail stores] over a significant period of time.
No clear plan is in place (as of Jan. 2014) as to how to rebrand the Nokia Care Centers
The Nokia "Pure" font family will immediately be dropped for store and marketing efforts and replaced with Microsoft's official Segoe font family.
Nokia's "Pure" font vs. Microsoft's "Segoe" [Image Source: Neowin]
Microsoft has not acquired:
The iconic "Nokia ringtone"
Nokia's trademarked slogan "
Nokia's hands logo
However... "All Nokia branded products must carry the Nokia tune as default, and logo as it does today. We are evaluating the impact of this decision on future product releases."
So Nokia owns the rights to these items, but Microsoft gets a very limited license to them.
The slogan will eventually be swapped for a Microsoft alternative:
tools for unleashing innovation in everyone on the planet
As we've discussed, there's a fair likelihood that Nokia is planning a return to the market a few years down the road with either Windows Phone or Android handsets of its own, given the legal language in the sales document. However, the longer license for Nokia Asha and feature phone branding suggests that if Nokia does make a return, its efforts will be confined to the smartphone space.
"And boy have we patented it!" -- Steve Jobs, Macworld 2007
Microsoft Now Officially Owns Nokia Devices
April 25, 2014, 4:57 PM
Microsoft Reportedly Keeping Nokia, Lumia Brands
February 26, 2014, 11:16 PM
Nokia Unveils Android Windows Phone Clones, Starting at Around $120
February 24, 2014, 9:11 AM
Microsoft Purchases Nokia's Devices and Services Division for $7.2B
September 3, 2013, 12:00 AM
Are You in the Market for Earphones?
March 24, 2017, 7:35 AM
Samsung Galaxy S8, Rumored Launch Date!
March 18, 2017, 6:45 AM
How about Leica Cameras
March 13, 2017, 6:30 AM
Nokia has ditched this camera technology in its new smartphones
March 7, 2017, 8:45 AM
A Baseball Cap With Camera
March 3, 2017, 7:00 AM
Nokia 3310 with longer battery life
February 28, 2017, 7:05 AM
Most Popular Articles
Apple iPad – New Faster Processor and More Fun
March 22, 2017, 7:25 AM
OnePlus 3T – 5.5” Optic AMOLED and Dash Charging Technology
March 23, 2017, 8:45 AM
Comparison – Samsung Galaxy TabPro S Vs Microsoft Surface Pro 4
March 21, 2017, 7:40 AM
Huawei P8 Lite 2017 – Android 7 Nougat Smartphone with Octa-Core Processor
March 8, 2017, 7:03 AM
Gigabyte GA-Z170X-Gaming G1 – Intel Thunderbolt 3 Certified Motherboard
March 9, 2017, 6:25 AM
Latest Blog Posts
More Apps From Google
Mar 28, 2017, 7:15 AM
Are you thinking of performance and speed? Intel claims:
Mar 25, 2017, 7:45 AM
Apple buys an automation app called Workflow. The deal was completed today and brings the app along with its developers.
Mar 23, 2017, 7:35 AM
Apple Announces new color for iPhones and iPads
Mar 22, 2017, 7:45 AM
Instagram: You Can Now Save Live Videos For Later
Mar 21, 2017, 7:49 AM
Samsung Galaxy S8 to Get New Color Scheme
Mar 20, 2017, 7:45 AM
What else to worry about?
Mar 17, 2017, 6:45 AM
Icon of the Day: Intel/ NVIDIA or Mobileye
Mar 16, 2017, 6:15 AM
JUST IN - Twitter Hijacked : High-Profile Account Accesses
Mar 15, 2017, 7:07 AM
Mar 14, 2017, 7:30 AM
News and Tips
Mar 13, 2017, 6:30 AM
iPhone 8 – May Not Get Curved Screen
Mar 11, 2017, 8:00 AM
California paves way to self-driving car tests without humans
Mar 11, 2017, 7:18 AM
Smart Machines V hackers
Mar 10, 2017, 7:00 AM
Uber Can Resume Autonomous Car Testing in California
Mar 9, 2017, 6:50 AM
Mar 8, 2017, 7:09 AM
Mar 7, 2017, 8:45 AM
World news 3-6
Mar 6, 2017, 5:40 AM
Mar 4, 2017, 7:40 AM
Mixed News of the Day
Mar 4, 2017, 6:32 AM
Jaguar Land Rover invests in ride-sharing
Mar 3, 2017, 7:00 AM
Mixed News of The World:
Mar 2, 2017, 7:02 AM
More Blog Posts
Copyright 2017 DailyTech LLC. -
Terms, Conditions & Privacy Information