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Nokia likely to be sold under a new name

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Nokia--Microsoft-3Nokia, the popular Finnish mobile brand will get a new identity if its name changes to ‘Microsoft Mobiles’.
Confirming the news about the change in its name, a Nokia Spokesperson said “Since our deal with Microsoft will close in April end and Microsoft will take over the operations, the brand name is expected to change too. As a law abiding firm, we have sent an email to our registered consumers to forewarn them that Microsoft will assume the responsibility for their personal data.”

Harish Bijoor, Brand domain specialist of Harish Bijoor Consults

Harish Bijoor, Brand domain specialist of Harish Bijoor Consults

Reacting to this development, Brand Expert Harish Bijoor of Harish Bijoor Consults said “companies like Google operate with mother branding strategy. They have Google plus, Google Hangout and so on. Microsoft is following the same strategy. They are now moving from software to hardware. This move has given a bigger feel and playground to Microsoft.”

“The new move will be quite challenging because as a smart-phone manufacturer Microsoft has no identity. It’s about integrating the core competencies. Nokia’s core competence is hardware while Microsoft’s core competence is software, which made Nokia Lumia smart-phones successful to an extent. Hardware is not Microsoft’s core competence but this time they have a stronger backbone.” Harish added.

Nokia CEO Stephen Elop, left, with Microsoft CEO Steve Ballmer onstage after announcing their partnership

(L-R) Nokia CEO Stephen Elop, with Microsoft CEO Steve Ballmer onstage after announcing their partnership

Commenting on the alliance , Rahul Saighal, the former CMO of Samsung who is now the Founder and MD of Netimpact said, “The decisions taken will be consistent with the long-term growth strategy and will leverage in a win-win manner the obvious strengths of the two brand equities in the smart phone segment. There are opportunities to create a powerful impact.”

Back in September 2013, Microsoft Corporation and Nokia Corporation made an announcement that the Boards of Directors for both companies had decided to enter into an alliance where Microsoft would purchase all of Nokia’s Devices & Services business, license Nokia’s patents, and use Nokia’s mapping services. The deal worth EUR 3.79 billion is likely to close by the end of April, thereby putting an end to the brand name Nokia.

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