The first-ever Microsoft Lumia smartphone looks all set to be unveiled on Nov. 11.
Microsoft posted a teaser of the upcoming Lumia with the hashtag #MoreLumia on Nov. 6, revealing a picture of a portion of a smartphone with an orange frame and the phone’s camera.
The upcoming Lumia will be the first product in the line that will be dropping the name of Nokia, signaling a new chapter for Nokia’s mobile division that has been struggling before Microsoft’s acquisition.
The Lumia smartphones, which are known for their bright colors and top-of-the-line cameras, did not do very well in terms of sales, except in a few emerging markets.
Microsoft is hoping that the Lumia smartphones will be rejuvenated and will gain more success under the company.
“Microsoft is delivering the power of everyday mobile technology to everyone,” read a post on the Conversations blog, where Nokia used to publish news about the Lumia. Microsoft will also be taking over the blog.
Aside from the Lumia product line, another area of interest that needs rejuvenation is the Windows Phone. Microsoft’s mobile operating system has not gained a significant share of the market currently dominated by Google’s Android.
Only 2.5 percent of the mobile devices worldwide are powered by Windows Phone, according to IDC. In comparison, Android powers almost 85 percent of all mobile devices all over the world.
The orange frame of the smartphone partially revealed in the teaser coincides with the orange picture that Microsoft released in October, which featured only the logo of the company. While the picture revealed a portion of a smartphone, there was no indication that the device will be the next smartphone in the Lumia product line.
Microsoft senior vice president of marketing of phones Tuula Rytilä said that the company is excited to unveil the first Microsoft Lumia, but denied that the change in name will effectively render obsolete the Nokia Lumia smartphones that are still operating today.
The switch in branding was done as Microsoft looks to take steps toward full control of its newly acquired smartphone division. The Lumia smartphone line is a significant part of the company’s plans; the devices will showcase the Windows Phone operating system.
Prior to Microsoft’s acquisition in April of Nokia’s mobile division for $7.2 billion, the Lumia product line often featured the latest version of the Windows Phone platform.
Microsoft has been trying to boost its own platforms through its own hardware sales. Microsoft’s Surface tablets, despite having a rough start, are now starting to pick up in terms of sales. For the first quarter of the fiscal year, which ended in Sept. 30, Microsoft reported that revenue for sales of the Surface came in at $908 million, which is an increase of 127 percent compared with the corresponding quarter last year.
Microsoft is looking to replicate this newfound success in the Lumia product line.
The company added that while Microsoft’s branding will be more prominently featured in its smartphones, the Nokia brand will still be used on certain entry-level devices, as the brand still holds value in several emerging markets.