Microsoft last week unveiled what may well be its most affordable flagship phone ever, in the form of the Lumia 830.
But perhaps surprisingly, five months or so after the Big M completed its takeover of the Finnish outfit the Lumia 830 arrived still carrying the Nokia name instead of its new owner's.
So what's going on? We spoke to Corporate Vice President of Mobile Device Sales at Microsoft Chris Weber who explained that we shouldn’t expect to see the Nokia brand disappear from Lumia smartphones any time soon.
According to Webber, there’s “no timeline” for the Nokia brand to be phased out, but in future it will be reserved for lower-end handsets. The Lumia range will, however, carry Microsoft branding from next year.
He explained: "On our mobile phone side, the Nokia brand, we have licensed to use that for 10 years. And we expect to continue to do that.
"On the Lumia side of things, obviously, Microsoft will become the master brand. As for how that all gets rolled out, we're working on the timing.”
Webber added: “We expect to see the Microsoft branding on phones next year, judging from our past experiences with similar situations.”
By way of comparison, the long-standing Sony Ericsson partnership dissolved in October 2011, leaving Sony as a standalone entity as a gadget-maker.
In that case, it took just four months for the first branded Sony-only phone to go on sale and usher in what’s been something of a rebirth in the smartphone market for the entertainment giant.