Nokia CEO admits there could come a day when the Nokia brand dies
As he finalises a deal with Microsoft for Nokia’s phone and tablet business, Stephen Elop, Nokia CEO, has said that the Nokia brand could disappear from the mobile market in ten years.
In an interview with the Telegraph, Elop commented on the $7.1bn deal which, among other things, has seen Microsoft licence the Nokia brand for use on its stripped-back range of Asha handsets for ten years. But, Elop admitted, there could come a day when the Nokia brand ceases to exist in the mobile market, but added that “lots of things could happen in ten years.”
Speaking about its new Lumia tablet and smartphone, which could be the last smartphones to carry the Nokia name, Elop said “combined company” decisions will be made on smartphone branding once the Microsoft transaction is complete, but that ‘Lumia’ was a possibility.
"What we have to decide is what the brand will be. Because we have not decided what brand will be dominant for smartphones, that's work that's still ahead. And of course the way we'll go through that process is to assess with consumers what they respond most positively to, what conveys the best message and the best hopes of success."
Elop, soon to leave for Microsoft to take on the role as executive vice president of devices and services, is being pitted as a frontrunner to succeed outgoing Microsoft CEO Steve Ballmer, but simply said on the rumours: "That's a matter for the Microsoft board of directors."