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Microsoft confirms it will ditch Nokia branding on new smartphones

James Temperton
28 Apr 2014
Nokia smartphone
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Stephen Elop says Microsoft is mulling over what to call smartphones developed by newly-acquired Nokia

Microsoft is to completely remove Nokia branding on all its smartphones, with discussions on-going to create a new handset brand.

Stephen Elop, Microsoft's new executive video president of devices said that Microsoft Mobile Oy was little more than a "legal construct" for the merger, but refused to comment on what the new brand would be.

"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 revealed.

He added that now Microsoft and Nokia was "one company" it needed to have a "consistent brand".

“While we are not ready to share precise details, I can assure you that it will not be the "Nokia Lumia 1020 with Windows Phone on the AT&T LTE Network" ... too many words! That somehow doesn't roll off the tongue."

In a wide-ranging discussion on the company's Conversations forum, Elop also downplayed rumours that he was a 'Trojan horse' at Nokia sent to facilitate its sale to Microsoft. Elop had previously worked at Microsoft before moving to Nokia, with the American software giant making moves to purchase Nokia soon after.

"I have only ever worked on behalf of and for the benefit of Nokia shareholders while at Nokia. Additionally, all fundamental business and strategy decisions were made with the support and approval of the Nokia board of directors, of which I was a member," Elop said.

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