Microsoft is taking away Nokia's identity

First of many...

Recently, in a lot of online articles, rumors have been heard about Microsoft's and their new favorite child Lumia. It looks like the Nokia brand will be phased. No longer will you see the name you grew to see as a reliable product in a world of poor battery life and software crashes that you expected to to stay within the boundaries of your home computer. The new handsets released by Microsoft will have just "Lumia" on them. Nokia's website will soon be redirecting online properties to Microsoft.com. This re-branding effort will expand and soon the lineup will become "Microsoft Lumia".

Lumia is already the brand name that everyone has began to accept in the new Windows Phone world. However, what Microsoft are forgetting as that we only learnt to trust this brand as we new it came from Nokia. Other windows handsets in the passed has made it hard to love the Windows phones that Nokia Lumia have earned themselves. This can be seen in the market share, where Lumia handsets account for 90% of the market. Microsoft has been busy signing up new vendors but they will struggle to gain significant market share as the big names have mostly neglected WP.

Nokia, the company, still exists but as part of the agreement with Microsoft it won't make new phones for at least several more years. Instead it has shifted its focus to things like mapping and, with no exclusivity to consider, it has been bringing its software to Android.

It is likely that Microsoft will place their own logo on the devices. However, they are predicted to leave it just as Lumia. Keep in mind that Microsoft is treading lightly, not to annoy other WP vendors by showing favoritism to its in-house manufacturer.