Microsoft looks set to once again move the goalposts in the run up to one of the busiest periods of the year, with the news that it has again reassessed how to brand its mobile phones moving forward.

Ever since it acquired Nokia this spring, Microsoft’s smartphone division has been suffering something of an identity crisis. First of all, it announced that all Nokia branding was being discontinued, with future phones to be known as Windows Phones, tying them in well with the company’s own operating system.

However, we have since seen Nokia phones still come to market, including the notable Nokia X2, which even ran Android instead of Microsoft’s own OS – a weird decision for many. And now a corporate memo has leaked that appears to show Microsoft has made yet another change to its branding strategy.

In the future, phones will indeed not be shipped under the Nokia brand, but they also won’t be coming to the market as Windows Phone either. Instead, Microsoft looks set to go with the simplified Windows for some devices, and Lumia for others – retaining the name of Nokia’s later years successes.

In the memo, which was discovered by Geeks On Gadgets and verified by the Verge, Microsoft targets these branding messages to make a difference ahead of the holiday period, when phone sales will start to see a significant rise in the lead up to Christmas.

Some bloggers suggest that this change has been on the cards for some time, with a spate of adverts for new phones in recent times apparently making use of the simplified Lumia branding. TechRadar said that marketing messages recently for the Lumia 930, Lumia 530, Lumia 730, and Lumia 830 fail to mention Windows Phone at all.

Similarly, the new HTC One M8 for Windows seems to have dropped the words Phone from the end, which suggests that Microsoft has been repackaging the operating system now for some time. 

Written by Mazuma

Mazuma Mobile is the UK's most trusted mobile phone recycling service.

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