Microsoft is ditching the Nokia brand name from new smartphones, less than a year after acquiring the Finnish mobile firm, BBC News reported.
New Nokia Lumia devices will be known as Microsoft Lumia, the company said.
Nokia’s non-mobile division, which is not owned by Microsoft, will continue to use the name.
The mobile operation was bought by Microsoft in April in a deal worth US$7.2 billion.
Since then, Microsoft has quietly shifted away from the Nokia brand.
Nokia continues as a networks, mapping and technology licensing company. It owns and manages the Nokia brand and only licenses it to Microsoft, according to Reuters.
A post on Nokia France’s Facebook page confirmed the branding shift.
The announcement comes despite Microsoft agreeing to a 10-year deal to use the Nokia name on mobile products.
Microsoft is having a big shake-up. In July, chief executive Satya Nadella announced the cutting of 18,000 jobs.
The bulk of the cuts, around 12,500, will be from staff taken on after the Nokia acquisition.
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