17 July 2014

Slowly, the 'Nokia' brand heads for the door

Microsoft isn't just ; it's also taking steps to phase out the Nokia brand name.

As Windows Phone Central , a recent update to app removes all mentions of Nokia, except in links to support pages on nokia.com. Microsoft has issued similar updates to Nokia's  and (now Lumia Help+Tips) apps. Other Nokia apps that lack the company's brand name include , ,  and .

Officially, Nokia became known as Microsoft Mobile after last April, and all Nokia apps now list Microsoft Mobile as the publisher.

Still, Microsoft seems willing to let the Nokia brand name phase out gently. Several of the company's apps still include Nokia in the title, including , ,  and . And in announcing the layoffs, Microsoft CEO Satya Nadella refers to the team as "Nokia Devices and Services." Stephen Elop, the former head of Nokia who now runs Microsoft's Devices group, uses the term "Nokia team" in .

It's worth noting that Nokia still exists as with the parts that Microsoft didn't acquire, including network technology, mapping and IP licensing. But for Microsoft, perhaps the layoffs and change in focus for Windows Phone will hasten the end of Nokia as a consumer-facing brand. We'll know for sure if Microsoft starts dropping the Nokia name from future Windows Phones.

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