Microsoft has launched its first smartphone without the Nokia brand, the Lumia 535.
The release finally marks the end of the use of the “Nokia” brand for the company’s mobile phone division.
Microsoft launched the fluorescently coloured, low-end smartphone yesterday. At roughly $A155, the device is targeted at developing markets.
Its key features include a 5-inch screen, a 5-megapixel front- and rear-facing camera, 1.2 GHz quad-core processor and 1GB RAM. It also runs on the latest Windows Phone 8.1.
The device comes with 3G Single SIM, or 3G Smart Dual SIM.
The Lumia 535 will be released in Russia, Ukraine, China, Indonesia and the Philippines in November, and Australia, Vietnam, Thailand and unspecified countries in Africa in December.
Microsoft completed its $7.8 billion ($US7.2 billion) takeover of Nokia’s mobile phone devices and services arm in a deal that closed in April of this year.
Despite the division being officially known as Microsoft Mobile, the company’s smartphones and tablets had still been marketed in some instances as “Nokia Lumia” devices.
The Lumia 535 is the first smartphone to completely drop the ‘Nokia’ moniker, signalling a final farewell to the brand.
Follow SmartCompany on Facebook, LinkedIn and Twitter.
Kirsten Robb is a former journalist at SmartCompany. Previously, she worked at News Corp as a property reporter for Leader Newspapers and the Herald Sun, and holds a Masters of Journalism at Melbourne University.
