Microsoft could drop Nokia brand from future smartphones and tablets

October 22, 2013

Speaking to British newspaper The Telegraph after unveiling the Lumia 2520 tablet and Lumia 1520 and 1320 phablets today, Elop subtly hinted that the Nokia brand wouldn’t last forever.

“What we have to decide is what the brand will be,” said Elop, who is in the running to replace Steve Ballmer when he retires from his position as Microsoft CEO next year.

“Because we have not decided what brand will be dominant for smartphones, that's work that's still ahead. And of course the way we'll go through that process is to assess with consumers what they respond most positively to, what conveys the best message and the best hopes of success.”

(Worth reading: Nokia pits Lumia 2520 tablet up against the Surface 2 & Microsoft buys Nokia's phone biz for $7.2 billion)

Elop though didn’t rule out the possibility that Microsoft could persist with Lumia, which remains one of Nokia’s better-known brands.

"Microsoft as a company, of course, has many brands: Xbox, Office, Surface and a variety of others. We have brands like Lumia. So we'll need to decide what the next step is from a branding perspective.”

Microsoft announced that it was acquiring Nokia's mobile phone business for $7.2 billion last month, a deal which will see Elop return to Microsoft, where he worked from 2008 to 2010 as head of the business division. 

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