Microsoft drops Nokia brand from new Lumia device

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Lumia 535 branded as Microsoft on the front and rear; UK availability in Q1 2015 with pricing expected to be under £100 SIM-free 

Microsoft has unveiled the Lumia 535 – its first branded phone that has seen the Nokia name dropped in the process.

It is the first one to appear with Microsoft’s branding on the top and the rear since its acquisition of Nokia’s devices business for £4.5 billion in April.

The Lumia 535, which will cost €110 SIM-free (£86), will begin shipping globally this month, with a UK release scheduled for Q1 2015.

Also available as a dual-SIM model, it is powered by dual-core 1.2GHz processor and runs Microsoft’s Windows Phone 8.1 operating system.

It has a five-inch qHD touchscreen, five megapixel rear camera and the same five megapixel front camera used on the Lumia 730 and 735 smartphones.

Further features include 1GB of RAM, the Cortana virtual assistant, 8GB of internal memory that can be expanded by 128GB with a microSD card and 15GB of free OneDrive cloud storage.

The Lumia 535 will be available in six colours: black, white, grey, cyan, bright green and bright orange.

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Uswitch mobile expert Rob Kerr commented: “By laying the Nokia brand name to rest, Microsoft is sending the message there’s no room for nostalgia in the fast-moving mobile market.

“The path of least resistance would have been to use the Nokia name as a crutch, but Microsoft has loftier visions. And it’s a tactic we’ve seen before when Sony dropped the Ericsson brand.

“The Lumia 535 is a strange launchpad for Microsoft to flex its muscles with as mobile maker. It’s not a standout model, but an affordable, entry-level handset, and it’s set to miss the Christmas shopping rush. But perhaps the point is to leave us wanting more.

“It’s unlikely other manufacturers will use Windows Phone as a platform now. Microsoft, with its massive budget and clout, is now competing directly with other mobile makers on a brand level, and so is unlikely to be quite as helpful in promoting other Windows Phone handsets.”

 

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