In launching their latest handsets, Microsoft have officially dropped the Nokia brand. The Microsoft Lumia 535 is here, and it heralds a new beginning for the company.

The first Lumia smartphone from Redmond confirms the software titan’s commitment to this highly competitive industry. It features the Microsoft logo on both the front and the back, and comes with notably powerful hardware — for its price point, at least.

Thereby making it a powerful rival for the plethora of cheap and affordable Android devices that swarm the emerging markets like China and India.

Microsoft officially announced the Lumia 535 on its website, and the 5-inch entry level handset offers a number of impressive surprises, starting with the 5 megapixel front facing camera and a qHD (960 x 540) IPS LCD screen.

This short video highlights the big experience that the Lumia 535 offers:

Hardware specifications of the Lumia 535 are quite in line with what was reported earlier, including a Qualcomm Snapdragon 200 processor, 1GB of RAM and 8GB internal storage.

This is further backed up by microSD card expansion up to 128GB.

Battery is a 1905 mAh, and camera options come in as a 5 megapixel front facing wide angle shooter, to go with a 5 megapixel rear camera with flash, both with a resolution of FWVGA (848 x 480 pixel). The lack of a camera shutter button or 4G LTE option are surprising.

The device will be available in both single and dual SIM models, and can be had in six different colors for around the $136 (or €110) mark. It goes on sale in several markets outside the United States, starting this month.

Microsoft is expected to announce more handsets later today at it Lumia event.

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