Microsoft is ditching the Nokia
brand name from new devices, less than a year after acquiring the Finnish
mobile firm.
New Nokia Lumia smartphones will
instead be known as Microsoft Lumia, the company said.
Nokia's non-mobile division,
which is not owned by Microsoft, will continue to use the name.
The mobile operation was bought
by Microsoft in April in a deal worth $7.2bn (£4.6bn).
Since then, Microsoft has quietly
shifted away from the Nokia brand.
A post on Nokia France's Facebook
page confirmed the branding shift. The renaming will roll out globally in due
course, Microsoft has said.
The announcement comes despite
Microsoft agreeing to a 10-year deal to use the Nokia name on mobile products.
Microsoft is currently having a
big shake-up. In July, chief executive Satya Nadella announced the cutting of
18,000 jobs.
The bulk of the cuts, around
12,500, will be from staff taken on after the Nokia acquisition.
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