Microsoft, six months after acquiring Nokia, just dropped the "Nokia" name and brand from its newest smartphone model, the Lumia 535.
The latest smartphone's original name would have been "Microsoft Nokia Lumia 535 Windows Phone" if Microsoft did not push through with the rebranding.
Aside from the Lumia 535, Microsoft said that it will also be dropping the name altogether from the company's upcoming smartphones in 2015. The specific timetable was not given, but it would probably be near the Windows 10 release.
One logical reason for abandoning the "Nokia" name is that the initial name would have been too long. Other smartphone giants' units have shorter names, particularly Xiaomi Mi3, Samsung Galaxy Alpha and Apple iPhone 6.
Another possible reason given by experts is that the Finland-based company plans to acquire the brand again. Microsoft only purchased Nokia's mobile phone sector. According to the terms of the acquisition, Nokia can legally have the brand back in 2016.
According to the focus groups of Microsoft, people do not associate Nokia as one of the players in the modern smartphone business, which may be a possible reason why the technology giant dropped the brand name.
Nokia did not give out specific details about its plans for the brand. However, the company hinted that it may enter the smartphone industry again with its own line of phones.
CEO Rajeev Suri of Nokia said that they will still plan out the best possible course in maximizing the Nokia brand. Rajeev also said that they do not have ample freedom as they are still under the terms of the recent acquisition by Microsoft.
The new Microsoft Lumia 535 will not be available in Australia because it has 4G networks. The phone, available in single and dual SIM units, only targets locations that have 3G capability.