As Nokia and Microsoft seem certain to join forces and get into the highly competitive market of smartphones, there are still many questions that Nokia fans are still seeking concrete answers for. Questions that range from; the building and designing of future of phones, to the brand names that they will carry. While it is believed that Microsoft will scrap out the name Nokia from usage with immediate effect, the company plans to continue using popular series names such as ‘Asha’ and ‘Lumia’ to stay connected with the users and extract mileage from their popularity. Through this post, we will selectively look at the future of Lumia post Nokia.
Although, Microsoft has worked with other vendors such as HTC, Huawei and even Samsung in their bid to make the Windows Phone OS available with more manufacturers in the market, it is only with the ‘Lumia’ phones made by Nokia that the company has attained measurable success. So, popular has been Lumia’s success with the Microsoft’s OS for smartphones that the terms Lumia and Windows Phone OS have become almost synonymous. It would take a lot of effort to convince a potential buyer that the Windows 8 OS for phones would also be available with a phone that does not carry the Lumia tag.
Thanks to the software support from Microsoft, Nokia was able to deliver smartphones with a fresh and innovative look, which caught on pretty well in the market. The success of these phones also gave a new outlook for the company that had been struggling for a while with its out dated Symbian OS. Armed with the Windows Phone OS, Nokia was then able to launch smartphones across various price segments but with a unified look, a feat that only Android phones were able to achieve so far. Having phone models available at various price points, allowed Nokia to regain some of its lost market share and salvage their own reputation as a phone manufacturer to a certain extent.
The Nokia Lumia 625 is the perfect example of such a success story. With this model, the two companies were able to deliver a 4G LTE compatible handset with a 4.7 inch IPS LCD screen, standby time of 23 days and a 5 MP camera capable of shooting 1080p videos, at the price of a budget smartphone. Although, there are some major hardware compromises that one made, Nokia Lumia 625’s price still made for a great deal for a 4G compatible smartphone. Other Lumia products such as the 520 or the 620, too, fit the same category of being good smartphones for a good price. For the higher numbers, you have to dig deeper into your pockets, but the hardware upgrades that the high-end Lumia phones offer, make them totally worth the price. Overall, if you consider, this is the legacy of Lumia that Nokia has created in the short span of two-three years and Microsoft would have to be extremely stupid to neglect it. Therefore, it goes unsaid, that though the name Nokia may cease to exist, Lumia will continue to stay in the markets in the near future till Microsoft comes to grips with its market position.
Considering the number of Microsoft services such as Office, Sky Drive, Xbox etc. that the Lumia phones prompt users to utilise, Microsoft would only want more and more users to switch to Lumia phones. The Lumia tag will also continue to bring in Nokia loyalists to Microsoft’s phones that will be released post the acquisition is completed. Also, taking into account, the short life span that brand, Lumia has had so far, it does not make much sense to rebrand it, just because the parent has now been taken over. It is quite obvious that Microsoft is buying Nokia for its patents and the expertise of its developmental team and not for its manufacturing processes. Since Nokia will now undergo a major transitional phase after the take-over is officially completed, retaining the ‘Lumia’ brand could be another strategy to keep the core development team at Nokia happy and focussed on future development of products.
So overall, it does seem like Lumia branded products will continue to come out through Microsoft’s kitty, at least for now.
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