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Microsoft’s acquisition of Nokia went through this past spring, and since then there have been questions about what the Windows-maker will do with their smartphone branding. Back in April, I theorized that Microsoft would extend one of its most successful branding efforts – the Xbox – onto its line of smartphones. Unsurprisingly, it turns out that I was wrong, as a new report seems to indicate that Microsoft will keep its Lumia line of smartphones while killing off the now-obsolete “Nokia” tag.

According to Neowin, the Facebook page for Nokia’s French branch posted a message about forthcoming changes to the page’s name, translated thusly:

“In the coming days, you will receive a message from Facebook on the renaming of this page.

We are about to become ‘Microsoft Lumia’!

Stay tuned to learn more soon…”

Makes sense, especially considering the “Lumia” brand has been exclusive to Microsoft’s Windows Phone devices, while Nokia’s been in the phone game for a long, long time. Keeping Lumia and ditching Nokia makes sense, since it’ll keep the continuity of its devices without the baggage of Nokia’s history. On the other hand, there’s something to be said for relying on a brand that has solid recognition – though, perhaps Microsoft’s hope here is that its own brand’s longtime recognition will be more than enough to cover for Nokia’s removal.

As it is now, it remains to be seen what Microsoft will do with its phones to try and close the gap with Android and iOS. The company talked about how Windows 10 will be the “One Windows” for all its devices, so perhaps when the new OS launches next year, it’ll have some cool new revitalized features for its handsets that will make it a must-buy for Windows users.

Even still – I think Xbox Phone would’ve been a great idea. Shows what I know, though.

[Source: Neowin]

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