This is pretty exciting: Microsoft is reportedly in the final stages of licensing the Nokia brand, for the purpose of calling the handsets “Nokia by Microsoft.” Furthermore, say goodbye to Surface, and hello to Lumia, as the tablet lineup faces brand streamlining.

  • Rubik.Orange

    Welcome Nokia by Microsoft, but No more Surface brand?

    • kerell78us

      I think the Surface brand goes for the RT. Lumia tabs would be the RT version and Surface would be PRO. It actually makes sense.

      • Rom

        I believe they will go this route too.

        I hope they make Surface Pro with the tablet/hybrid style, then a super light ultrabook, then a monster all-in-one machine..all under Surface. Would really buy one of those ultrabooks!

        • Prayaas

          They can not compete with their OEMs, but yeah, I’m also looking forward to such a thing.

      • jalyst

        So if Surface goes for the RT version of Windows, they should just make the full Win 8 Pro tablets “Surface”, no need to differentiate between “Surface” & “Surface Pro” any more, because Surface is now called Lumia. Much cleaner & simpler that way.

  • sri_tech

    This(NOKIA branding) is definitely good news. But I don’t think surface should be discontinued.
    They should use Lumia brand for RT tablets and Surface brand for full Windows tablets.

    • Arjun P C

      So… Is illusionist back?

    • Privat Privat

      Well surface isnt much a replacement for laptops.. as far as i can tell its moreof a tablet replacement, where you can get a working office package.
      While a mediocre laptop will beat surface in everything and price.

  • FalseAgent

    YES! Going with the Lumia brand is the correct thing to do. Hopefully they find a way to make the Surface tablets look more Lumia-ish, else it will be kinda out of place.

    • CyberAngel

      Just let the (still Finnish) Microsoft Mobile Oy make more Lumia 2520 -style tablets and phablets.

    • Prayaas

      The build quality and design (which is subjective) of Surface is far superior to that of the Lumia tablets. I’m hoping it doesn’t go. Microsoft had to buy Nokia. Not become Nokia.

  • Ken Heslip

    Surface isn’t the strongest brand. Try searching for Surface vs Lumia.

    • Prayaas

      Surface is a premium brand that speaks of quality. Lumia – not so much. You sure find quality phones, but just not as much as Surface. You probably (along with many others) don’t realize because you haven’t used a Surface.
      Surface is one EXTREMELY good thing Microsoft has done, and it would just be sad to see it be ruined because of the Nokia purchase.

      • Ken Heslip

        Just because the name may change, the product doesn’t have to. I own a Surface.


    RT should be dead already by now.

    • TheFourteenthDoctor

      Or, to put it another way, if I only use my computer for Office and web browsing (as ~80% of people do) what advantage does Windows 8.1 have over Windows RT 8.1?

      • symbolset

        You don’t know. The longer you don’t know the better.

        • TheFourteenthDoctor

          Oh, okay. So you know but you aren’t going to tell me. Which means you don’t actually have an answer.

      • Prayaas

        Finally someone spoke it. Not only is it all that people need, but it is also lighter (yup, Surface 2 is lighter than Pro 3), faster and does not have “winrot”. Perfect for most Windows users out there.

  • arrow2010

    The final suicide by Redmond.

  • Will S.

    This is a great move by Microsoft, I’m glad they have realised the importance of the Nokia brand.

  • 李柏傑

    Nobody care “Nokia” in China India and USA.

    • iinnnnit

      No true.a big part of Chinese people care

    • saurabh

      And it was and still one of the biggest mobile brands in India.

      • Prayaas

        With 4% market share, yes, the BIGGEST in India. Problem is, Windows Phone users from India are mostly those who bought it due to their Nokia loyalty and they speak as if they represent the entire population but they do not. Most people actually dislike Nokia in India.

  • iinnnnit

    This is a good news for Nokia fans

  • Tony Lee

    Nokia died when they moved to WP for me. Long live Android. Nokia with proper android would have taken over the mobile market and killed the competition.

    • ishaih

      Nokia died when the iPhone was released and they ignored it

  • stefanoleva

    They’ve already said they wish to simplify their all branding. For millions of people Lumia means Windows Phone, with or without Nokia behind it. And Microsoft needs a consumer name for all their devices business. Basically there is nothing they can come up right now which is better than just using “Lumia” as a all round brand. And the tablets would just become Lumia Surface.

    • ishaih

      Sure, millions of people equate Lumia with Windows Phone, but for hundreds of millions Nokia = quality phone and Lumina = Lumia = whatever that latest smartphone from Nokia is.

      If you want people who know and trust the Nokia name to buy your phones, you need to keep that name

      • stefanoleva

        I just think Lumia it’s already a formidable brand by itself and the way to launch it it’s not keeping the Nokia name but just by marketing and more marketing, and deals with carriers all over the world. All things that Microsoft’s deep pockets can easily accomplish. Lumia as a standalone brand should be something in between Apple and Galaxy (from Samsung).

        • ishaih

          You underestimate how strong the Nokia brand is and how much it would cost to get the same number of devices sold without the Nokia name on them.

          Using “Nokia by Microsoft” on Lumia devices for a while will educate people who don’t follow tech/business news closely that the phones they used to know as Nokia are now sold by Microsoft.

          Eventually you can drop the Nokia name but if you did it now you would lose one of the biggest values you get from the acquisition, the Nokia name.

          • stefanoleva

            I don’t understimate Nokia at all and i agree with you in a certain way. Only things must move forward and Microsoft cannot use the Nokia brand for smartphones forever but just until 31 december 2015. We’re going to see some process to move beyond the Nokia brand and switch completely to, i guess, Lumia. It might be a suicide to choose a whole new brand instead. Surface, at that point, should fall into the Lumia experience as well.

  • jp

    Lumia 3520 for RT with new aspect ratio 2:3 like the surface 3


    The death of Surface is speculation. Surface RT could become part of Lumia. Microsoft could easily differentiate between a Windows RT that is absorbed into Windows Phone (thus Surface RT becomes Lumia Tablet), to bolster Surface Pro running desktop Windows.

    This could also open the door to an lower-power x86 Surface model underneath Surface Pro, but above a Lumia ARM tablet.

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