Microsoft Devices Branding Transition Roadmap Leaks
June 12, 2014 12:14 PM
comment(s) - last by
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.
This article is over a month old, voting and posting comments is disabled
RE: Apple biters
6/12/2014 11:02:49 PM
Yea, you know seeing as the 5C is raking it in with amazingly mediocre sales figures!
I'm glad MS used their time machine for that, because I really like my cyan Lumia 920 which was released only a year before the 5C.
"If you look at the last five years, if you look at what major innovations have occurred in computing technology, every single one of them came from AMD. Not a single innovation came from Intel." -- AMD CEO Hector Ruiz in 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
Retiree Sues Apple For $7,500 for Wiping Honeymoon Photos From His iPhone
November 30, 2015, 10:23 AM
iPhone 7 May Pack 3-4 GB Memory, More Storage; 4-Inch Comeback is Rumored
November 20, 2015, 10:12 PM
OnePlus One, OnePlus 2 Will Receive Android Marshmallow in Q1 2016
November 16, 2015, 9:58 AM
Lenovo Whoa: Motorola Droid MAXX 2 and Turbo 2 Break Cover in Leaks
October 26, 2015, 3:12 PM
Leak: Apple Preps for First Real Android App Foray With New Apple Music App
October 24, 2015, 1:59 PM
Pepsi Smartphone? Empty Calories Coming Soon to the Midrange
October 12, 2015, 11:41 PM
Most Popular Articles
Free Windows 10 offer ends July 29th, 2016: 10 Reasons to Upgrade Immediately
July 22, 2016, 9:19 PM
Top 5 Smart Watches
July 21, 2016, 11:48 PM
2017 Porsche Panamera: I’ll Take Three of These.
July 24, 2016, 6:44 PM
Latest Blog Posts
Sceptre Airs 27", 120 Hz. 1080p Monitor/HDTV w/ 5 ms Response Time for $220
Dec 3, 2014, 10:32 PM
Costco Gives Employees Thanksgiving Off; Wal-Mart Leads "Black Thursday" Charge
Oct 29, 2014, 9:57 PM
"Bear Selfies" Fad Could Turn Deadly, Warn Nevada Wildlife Officials
Oct 28, 2014, 12:00 PM
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
More Blog Posts
Copyright 2016 DailyTech LLC. -
Terms, Conditions & Privacy Information