Microsoft Won’t Brand Its Own Phones ‘Microsoft Mobile’ — Nor Use Nokia’s Name For Long | TechCrunch

Posted Monday, April 28, 2014 in Online, Mobile & IT by Scott Jordan

In an article in TechCrunch, Steve Elop is quoted as saying:

“'Now that we are One company, the marketing and product folks will lay in the plans for the shift to a consistent brand. While we are not ready to share precise details, i can assure you that it will not be the 'Nokia Lumia 1020 with Windows Phone on the AT&T LTE Network'… too many words! That somehow doesn’t roll off the tongue…' he added.

So basically Microsoft’s phones are going to be badged Lumia or Surface or Xbox — or some shiny new streamlined phone brand that resonates with other existing Microsoft services."


Right.  Spend a billion bucks on one of the most storied names in the market, and rush to nuke the brand as soon as it’s yours. Why are acquisitions often so stupid?  Nokia has a fabulous brand.




  • pgibson
    Phil Gibson on April 28, 2014 at 11 p.m.

    Especially in Europe!

    Nokia is the incumbent in all car navigation systems in Europe at this point.


  • phorne
    Peter Horne on April 28, 2014 at 11 p.m.

    Trust me - this is what American firms do.  The first lesson at MBA school on takeovers must be to learn how to be blind.

    To be fair, in my experience the American business model is the best in the world at repeatable processes.  It started with Henry Ford and got better from there.  And American's also learnt process improvement from the Japanese and made it an excellent process.

    But my other experience is that you can't stop an American with a good process pointed in the wrong direction.  Watch "The Secret Life of Walter Mitty" to see American's chide themselves in this respect.

    I've seen an American firm drop over 1BN in the acquisition of the Aust firm I worked for... only to have it re-rated up by 3BN in the hands of an Australian firm.  It's not like we didn't tell them.  They just didn't listen; they sent us to Harvard instead for short courses.


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