The era of Nokia smartphones has come to an end. Microsoft has announced the launch of the Lumia 535, the first device launched since the software giant’s acquisition of the Finnish handset maker not to bear the latter’s name.
Microsoft has the right to use the Nokia name for 10 years, but last month confirmed that it would no longer use the brand on its smartphones. The move was not unexpected, with the Microsoft brand given greater prominence at smartphone launches this year.
The IDC research manager Nabila Popal said: “I don’t think this particular change will have any major impact on the market, in terms of market share, as the Microsoft brand name is very familiar and high in regard. If anything, it might help push sales and share slightly due simply to the increased focus of giant Microsoft towards its smartphones.”
The removal of the Nokia brand applies to smartphones only, and not so called “feature” phones, such as the Nokia 105, 112 and 210 models.
The decision to drop the brand comes months after Microsoft abruptly pulled the plug on its Nokia X range – an Android-based series of low-cost smartphones designed to appeal to emerging market users – just four months after a high- profile launch at the Mobile World Congress in Barcelona in February.
Also discontinued was Nokia’s Asha range of affordable internet-connected mobile phones.
By dropping both ranges, Microsoft is doubling down on its Windows Phone operating system, hoping that customers, particularly in emerging markets, will be attracted to the platform when buying their first smartphones.
Such hopes have so far fallen short. The Windows Phone operating system accounted for just 2.5 per cent of global smartphone shipments in the second quarter of 2014, down from 3.4 per cent during the same period last year, according to figures from the industry analysts IDC.
Nokia was the fourth most popular smartphone manufacturer in the Middle East and Africa behind Samsung, Huawei and Apple, accounting for 6.6 per cent of the region’s shipments, down from 7.2 per cent last year.
Microsoft is positioning the new Lumia 535, a lower-spec handset than recent models such as the Lumia 830 and 930, in the space now left vacant by the Nokia X range’s departure, hoping to tempt feature phone users to upgrade to their first smartphone.
The device runs the latest Windows Phone 8.1 operating system, sports a 5-inch qHD display with 5MP front and back cameras.
The Lumia 535, which is due to launch in the UAE early next month, is expected to retail for just under Dh500.
jeverington@thenational.ae
