Though Microsoft has killed Nokia name from the Lumia devices the brand will live on. meaning that Nokia is trying to license its brand, allowing third-party manufacturers to build other device using the Nokia Moniker. It's a similar approach to how Polaroid licenses its own brand to let third parties create TVs, cameras, and other electronics.
As part of the acquisition, which saw Microsoft agree to buy Nokia's devices and services buiness for €5.4bn, Microsoft gets rights to use Nokia's name in connection with feature phones for 10 years and smartphones untile the end of 2016.
We at Nokia love the feeling of a fresh start. Can’t wait for what's next! #thinkingahead pic.twitter.com/K1Eek2xmlb
— Nokia (@nokia) November 16, 2014
"It is our goal to start licensing our brand in areas other than these two restricted areas, starting this quarter actually," says Haidamus. Nokia will use the brand "in the areas that we can and the areas where the brand is relevant."
"We have a very valuable brand," says Haidamus. "Yes it is diminishing in value, and that’s why it is important that we reverse that trend very quickly, imminently."
Nokia reinvented. So, what's next? #thinkingahead pic.twitter.com/qlgI97lyW6
— Nokia (@nokia) November 15, 2014
In just over two years, Nokia could launch its own line of mobile devices again alongside Microsoft's own Nokia-branded feature phones. Six months after that, it could begin licensing its name to another manufacturer, meaning there could theoretically be three companies selling phones under the Nokia brand.
Source:The Verge
