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Microsoft to dump Nokia brand from Lumias: report

Redmond to rebadge smartphones just months after acquisition

Microsoft to dump Nokia brand from Lumias: report
The Nokia Lumia range could be known as Microsoft Lumia within days.

Microsoft is preparing to drop the Nokia brand from its Lumia range of smartphones, Reuters reported.

Just six months after completing its $7.2bn acquisition of Nokia's devices arm, the Redmond-based software and services giant is ready to part ways with the Finnish firm's name on its smartphones.

Microsoft licenses the brand name from Nokia, and has previously said it would continue to do so for 10 years on its feature phones. For smartphones, Microsoft has indicated it would use the Nokia label for a limited time only, but has never specified when it might discontinue the brand.

Reuters cited a Nokia France webpage, which announced it would soon bear the Microsoft Lumia brand name and that the change would happen "in the coming days".

Since acquiring Nokia's devices unit, Microsoft chief executive Satya Nadella has downsized devices operations, cutting 12,500 ex-Nokia employees from the overall workforce as part of a streamlining project that saw a total of 18,000 job cuts.

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