Another big transition for Redmond. Microsoft Lumia is now pretty much a brand, as the company is said to have finally made the decision to drop the Nokia name.

The company has made subtle tweaks over the past few months when it comes to branding of its mobile hardware, ever since the acquisition of Nokia’s devices and services unit was completed earlier this year.

Besides, this change in strategy has been on the cards for a while now.

And even though Microsoft is yet to release an official statement on this, The Verge is reporting this as a done deal, saying that the technology titan has given up on the Nokia brand, and launched its own in order to emphasize that upcoming smartphones do not belong to the Finnish company.

Microsoft Lumia is the new brand.

Interestingly, Microsoft France seems to have already made the switch, and the division has updated its social media accounts (Facebook and Twitter) with the Microsoft Lumia branding.

Other subsidiaries are sure to follow soon.

But this is in no way a surprising decision. We’ve had several hints over the summer that Microsoft was in for such a change. The company often referred to Windows Phone as just “Windows”. Some even thought that Redmond might go on with the simple Microsoft Mobile branding.

In any case, expect an official announcement soon, and new handsets wearing the Microsoft Lumia brand later this year.

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