Available Quote by Stephen Elop
“Microsoft Mobile Oy is a legal construct that was created to facilitate the merger. It is not a brand that will be seen by consumers. The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is underway to select the go forward smartphone brand.”
About This Quote
Source Corporate Press Release: Microsoft Mobile Strategy, 2014
Microsoft created a legal entity to manage the merger, using Nokia branding temporarily while planning a new smartphone brand.
In simple terms: Microsoft set up a legal unit for the merger and will soon launch a new brand.
Key Takeaway
Plan for future brand identity.
Themes
corporate strategy
branding
mergers
product development
Mood
strategic
neutral
Type
business
corporate
When to use this quote
- internal planning
- consumer perception
- product launch
- brand transition
Key Concepts
legal structuring
brand management
market positioning
Questions to Reflect On
- How will the new brand differentiate from Nokia?
- What risks exist in rebranding smartphones?
A Different Perspective
The new brand may face market acceptance challenges.
![“The company [Microsoft] really has to chart a direction in mobile devices. Because if you're going to be mobile-first, cloud-first you really do need to have a sense of what you're doing in mobile devices. I had put the company on a path. The board as I was leaving took the company on a path by…” quote by Steve Ballmer](https://sms4smile.com/quotes/img-quotes/6c7/steve-ballmer-3273_boards_the-company-microsoft-really-has-to-char_2087634.jpg)
