Commenting on Microsoft dropping the Nokia brand-name from its latest mobile launch, Rob Kerr, mobile expert at Uswitch.com, says: “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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