Microsoft To Drop Nokia Brand Name


By Segun Oniyide

shutterstock_170445092-600x400Microsoft will drop the Nokia brand name, Stephen Elop, executive vice president of Microsoft’s Devices Group has said, though it is yet to decide on how to rebrand its newly acquired mobile division.

last week Microsoft’s acquisition of Nokia’s Devices and Services business had been completed, ending months of approvals and negotiations.

Elop, who has returned to Microsoft having left to join Nokia in 2010 as chief executive officer (CEO), was speaking in an online forum when he said Nokia would be renamed, though he denied rumours it would become Microsoft Mobile.

“Microsoft Mobile Oy is a legal construct that was created to facilitate the merger,” Elop said.

“It is not a brand that will be seen by consumers. The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is underway to select the go forward smartphone brand.”

Elop also denied using his position at Nokia for the benefit of Microsoft.

“I have only ever worked on behalf of and for the benefit of Nokia shareholders while at Nokia,” he said.

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