With Nokia completing sale
of mobile business to Microsoft in April, many tech pundits considered it as an ending to a chapter
in Finnish firm's history that began with paper making in 1865.
closure of the deal included licensing of Nokia mobile patents to
Microsoft, and an end to the
production of mobile phones by the Finnish company, which had once
topped the globe with a 40 percent market share in the year 2008.
without wasting much time had announced that Nokia's phone business would be renamed to Microsoft Mobile. But
confusions about the brand usage have been around with launch of recent
Lumia devices (Lumia 630, Lumia 635 and Lumia 930) that carried Nokia branding alongside Microsoft's logo.
Elop, Executive Vice President of the Microsoft Devices Group giving
more clarification about the scenario of brand usage
by Microsoft had said, "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."
tipster @evleaks has come to the rescue, clarifying some of the
confusion of how Nokia branding will be handled by Microsoft. The
tipster has leaked what he calls an internal Microsoft document that is
evidently meant to give employees (new and old) insight about brand
usage and how the ex-Nokia employees would be integrating with the new
The leaked document appears to be from January
2014, and we suspect that the guidelines might have since then been
replaced with newer guidelines.
Notably, the leaked Microsoft
talks about 'Day One' throughout the guidelines, which we assume refers to April 25. Considering Microsoft completed the acquisition
of Nokia's devices and services business on the said date.
Here are some of the important bits from the document.
has [the] right to use the Nokia brand for product marketing purposes
in connection with devices that carry the Nokia brand (18-months
post-close for Nokia Lumia devices; through 31 December 2015 for Nokia X
devices; and 10 years for mobile phones).
- Microsoft brand will only
replace the Nokia brand in product, applications and experiences when
Microsoft has launched a new product into the market.
- The Lumia
and Asha brands and products, the Mobile Phone portfolio, including
Nokia X, sold under the Nokia brand will be transferred to Microsoft as
part of the transaction.
- Nokia Lumia, Nokia Asha, Nokia X and the
rest of the mobile phone product portfolio will continue to receive the
full support from Microsoft.
- All current branding on Nokia retail
stores will remain the same on Day One, until further guidance is
received. We are carefully planning how, when and where to introduce the
Microsoft brand, over a significant period of time. As new guidance is
developed, we will proactively reach out to relevant teams.
- You may now say, "I work for Microsoft and I work on the Microsoft devices business.