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Microsoft rumored to replace 'Surface' branding with Lumia

  1. #1


    Posts : 22,581
    64-bit Windows 10

    Microsoft rumored to replace 'Surface' branding with Lumia


    Branding is hard. Branding is expensive.

    And changing brands mid-stream is hard, expensive and sometimes (often?) ill-advised.

    But according to known leaker @evleaks, Microsoft may be doing just that. According to his unnamed sources, Microsoft may be moving toward rebranding its Surface tablets as "Lumia" devices.

    @evleaks also claimed that Microsoft may be negotiating to keep the Nokia brand longer than originally planned so that it can use it for future phones and possibly other devices.

    Earlier this month, @evleaks published what looked to be some kind of Microsoft "technical branding" guidance document, which indicated that Microsoft planned to phase-out Nokia branding on a very specific schedule: 18 months post close of the Microsoft acquisition of the Nokia handset business for Lumia devices; through December 31, 2015 for Nokia X Android phones; and 10 years for Asha mobile phones. (From the way that planning document is phrased, I would guess it predated the close of the Microsoft acquisition of Nokia's handset business in April 2014.)

    I don't have any first- or even second-hand information about these branding rumors. I've asked Microsoft but am not expecting any kind of comment.
    Read more at: Microsoft rumored to be planning to replace 'Surface' branding with 'Lumia' | ZDNet
    Last edited by Brink; 28 Jun 2014 at 12:36.

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  2. #2


    Somewhere in USA
    Posts : 233
    Windows 8.1 Pro


    One of the most horrid and lucrative rumors I've ever heard. Lumia is difficult to pronounce. I cringe every time I hear someone say Lumina like the Chevrolet Lumina. That car SUCKED! I don't know about you, but I don't want my tablet associated with that horrible POS and of which people can't even pronounce right. What on earth are these people thinking at Microsoft?

    Please dear God make this just a rumor or I might have to ditch the brand. The phone is bad enough. I don't want my tablet named that crap.
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  3. #3


    Sydney, Nova Scotia, Canada
    Posts : 6,490
    Windows 10 Education 64 Bit


    Just buy one before the name change and it will say Surface instead of Lumia.
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  4. #4


    Posts : 87
    Windows 7 Pro 64


    Would be good if they gave the "RT" version a different name so people don't confuse it with the x86 version. Maybe Surface "Pro""home" etc. for the x86 and Lumia XXXX for the ARM version. I think giving two completely different platforms and ecosystems almost identical names generated a lot of pissed-off costumers who realized the "RT" didn't cooperate with any of the software they needed.

    I'm not sure "surface" is a great name, but Lumia is not better and at least "Surface" stands for a solid device (I have a pro at work, and love it) and they worked hard for many years to establish the "Surface" brand.
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  5. #5


    Hafnarfjörđur IS
    Posts : 4,376
    Linux Centos 7, W8.1, W7, W2K3 Server W10


    Quote Originally Posted by EMINENT View Post
    One of the most horrid and lucrative rumors I've ever heard. Lumia is difficult to pronounce. I cringe every time I hear someone say Lumina like the Chevrolet Lumina. That car SUCKED! I don't know about you, but I don't want my tablet associated with that horrible POS and of which people can't even pronounce right. What on earth are these people thinking at Microsoft?

    Please dear God make this just a rumor or I might have to ditch the brand. The phone is bad enough. I don't want my tablet named that crap.
    Hi there

    Talking of American cars that were really rubbish -- the ultimate must be the Chevy Citation -- apart from being an absolute horror the name itself carries all sorts of nasty connotations for drivers such as being given a citation by the Highway Patrol.

    The East German Trabant (made out of non recyclable plastic and ran on highly polluting two stroke Lawn mower fuel) probably was the most horrible car in history while the most ridiculously named one is the Hyundai Quashqai which is pronounced in some of the more dodgier parts of South London as "Cash Cow" -- not sure I'd buy a car that people think is a "Cash Cow". !!!

    Many instances of people paying huge money to advertising agencies on Brand names / changes - and it's amazing what rubbish they come out with.

    Another one - the British Postal service a while ago wanted to change its name to "Consignia" (has associations with "consigned to the tip" - not sure you'd want your mail ending up there) and paid a fortune. Honestly I can't see what's wrong with Royal Mail -- I'm sure anything to do with The Queen of England can't be a bad brand name -- difficult to get a better one !!

    Surface Pro is fine -- I don't like Lumia -- not because I can't pronounce it - but I can't really equate the Nokia brand to Ms -- Nokia until recently was a failing business - well passed its sell by date who had produced some REAL RUBBISH phones -- amazing since they almost invented the mobile phone industry.

    Anyway you know the rest ... "Give a Dog a Bad name ..."

    Cheers
    jimbo
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Microsoft rumored to replace 'Surface' branding with Lumia
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