Surface Out, Lumia In: Microsoft Rebranding Rumors

Microsoft is wrapping up negotiations to use the Nokia and Lumia brands for their own hardware devices, according to EVLeaks. If the rumor is true, Microsoft intends to replace their handset branding with “Nokia by Microsoft” and the Surface branding with Lumia branding.

Over the past 2 years, Microsoft has spent millions of dollars building the Surface brand, although always in an awkward place—first with the failed push of Surface RT, and most recently with the last-minute abandonment of the announcement of Surface Mini, and always with the claim that the brand is supposed to push their hardware partners forward rather than compete with them. If this rumor is true, Microsoft is unhappy with the reputation they’ve managed to build for Surface over the years.

It may even indicate Microsoft is wary of the reputation their own name has, at this point. They’ve never had a particularly strong reputation in Europe, going back to the earliest antitrust lawsuits over Internet Explorer and continuing to recent accusations that a former Microsoft executive was sent to Nokia with the express goal of chopping it into pieces that Microsoft would be interested in buying. Moreover, the name Nokia still holds a lot of weight in Europe, and is still the second-largest handset brand there after Samsung.

It’s unclear whether the intended rebranding will be everywhere, only in Europe, or even if it will happen at all—it is just a rumor, and even that rumors say the negotiations are still underway even if they are nearing completion. Still, in a particularly tumultuous time for Microsoft’s upper management, it will be interesting to see how their strategy evolves going forward.

Share this article:

Share on facebook
Share on twitter
Share on linkedin
Share on tumblr
Share on email
Share on whatsapp

Recent Posts

Tech Reviews

The Victrix Gambit Controller and Headset Were Made for Competitive Play

A couple of years ago, we were able to sit down with Victrix which at the time, a fairly new company. They work to engineer products specifically designed to give …

EPOS H6Pro Gaming News

EPOS H6Pro Headset Review

EPOS is a maker of high-quality audio tech. The EPOS H6Pro is a wired headset with amazing sound and build quality.

Tech Reviews

The JBL Quantum Cup is Back!

Tournaments have been added to the menu again. This December 17th-19th, the JBL Quantum Cup will return. Again, JBL will be partnering with the ESL, the largest esports company in …

Game Reviews

Bright Memory: Infinite PC Impressions – A Visual Showpiece

Bright Memory: Infinite is a visual showpiece for Unreal Engine and Raytracing that may be worth the price of entry.

Fanatical Gift Guide

Holiday Headset Buying Guide

There are a ton of headsets on the market but here are a few of our favorite you should consider this holiday season

Gaming News

Illuvium Is a Large Scale Rpg Built on the Blockchain

Illuvium is a open-world RPG built on the Blockchain