Microsoft Mobile

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Microsoft Mobile Oy
Osakeyhtiö
(Limited company)
Industry Telecommunications equipment
Predecessor Nokia Devices and Services division
Founded Keilaniemi, Espoo, Finland (25 April 2014)
Headquarters Espoo, Finland
Area served
Worldwide
Key people
Terry Myerson head of Windows & Devices.
Panos Panay
Juha Putkiranta
Timo Toikkanen
Chris Weber
Products Mobile Phones
Smartphones
Tablets
Mobile software
Parent Microsoft Corporation
Website Microsoft Mobile Devices

Microsoft Mobile is a multinational mobile phone and mobile computing device manufacturing company headquartered in Espoo, Finland, and a wholly owned subsidiary of Microsoft. It is a legal body that oversees and legally represents the activities in the design, development, manufacture and distribution of mobile phones, smartphones, tablet computers, related accessories and services.

Microsoft Mobile was established following the acquisition of Nokia's Devices and Services division by Microsoft, which was completed in April 2014.

Microsoft Mobile got the right to sell mobile phones under the Nokia brand name as part of a 10-year licensing agreement, as long as those phones are based on the S30+ platform which comprises feature phones. Future "Lumia" smartphones fell out of this license and couldn't be released bearing the Nokia brand.[1][2] In October 2014, it was announced that future Lumia devices would carry the Microsoft name and logo instead of "Nokia".[3]

Microsoft Mobile is one of Microsoft's various hardware divisions, others include Surface, Band, HoloLens and Xbox.

History[edit]

With the acquisition of Nokia's devices and services division, Microsoft re-entered the smartphone market after its previous attempt, Microsoft Kin, a result of their acquisition of Danger, Inc., was poorly received.[4][5]

2011 to 2013: Partnership between Microsoft and Nokia[edit]

Nokia Lumia 800, Nokia's first device running Windows Phone.

In February 2011, Stephen Elop and Microsoft's CEO Steve Ballmer jointly announced a major business partnership between the two companies, which would see Nokia adopt Windows Phone as its primary platform on future smartphones, replacing both Symbian and MeeGo. The deal also included the use of Bing as the search engine on Nokia devices, and the integration of Nokia Maps into Microsoft's own mapping services.[6] Nokia announced that it would still release one device running the MeeGo platform in 2011, but that it would devote fewer resources to future development of the platform, and that it would phase out Symbian entirely.[6] Aligning with Microsoft had been considered a possibility by analysts due to Elop's prior employment with the company.[7][8][9]

Nokia unveiled its first Windows Phone 7-based devices, the high-end Lumia 800 and the mid-range Lumia 710, on 26 October 2011 at its Nokia World conference.[10][11] After this announcement, Nokia's share price fell about 14%, its biggest drop since July 2009.[12] Nokia's smartphone sales, which had previously increased, collapsed.[13] From the beginning of 2011 until 2013, Nokia fell from #1 to #10 in smartphone sales.[14] Amid falling sales, Nokia posted a loss of 368 million euros for Q2 2011, while in Q2 2010 realized a profit of 227 million euros. On September 2011, Nokia announced it will end another 3,500 jobs worldwide, including the closure of its Cluj factory in Romania.[15] As Nokia was the largest mobile phone and smartphone manufacturer worldwide at the time,[16] it was suggested the alliance would help Windows Phone.[9] Nokia was overtaken by Apple as the world's biggest smartphone maker by volume in June 2011.[17][18] In August 2011 Chris Weber, head of Nokia's subsidiary in the U.S., stated "The reality is if we are not successful with Windows Phone, it doesn't matter what we do (elsewhere)." He further added "North America is a priority for Nokia (…) because it is a key market for Microsoft.".[19]

Market share of Symbian, Windows Mobile and Windows Phone 7 among US smartphone owners from Q1 2011 to Q2 2012 according to Nielsen Company.

Nokia reported "well above 1 million" sales for its Lumia line up to 26 January 2012,[20][21] 2 million sales for the first quarter of 2012,[22] and 4 million for the second quarter of 2012.[23] In this quarter, Nokia only sold 600,000 smartphones (Symbian and Windows Phone 7) in North America.[24] For comparison, Nokia sold more than 30 million Symbian devices world-wide in Q4 2010[25] and the Nokia N8 alone sold almost 4 million in its first quarter. In Q2 2012, 26 million iPhones and 105 million Android phones shipped, compared to only 6.8 million devices with Symbian and 5.4 million with Windows Phone.[26] While announcing an alliance with Groupon, Elop declared "The competition... is not with other device manufacturers, it's with Google."[27] In June 2012, Nokia chairman Risto Siilasmaa told journalists that Nokia had a contingency plan in the event that Windows Phone failed, but did not specify what it was.[28][29]

On 8 February 2012, Nokia Corp. announced 4,000 layoffs at smartphone manufacturing plants in Europe by the end of 2012 to move assembly closer to component suppliers in Asia.[30] On 14 June 2012, Nokia announced 10,000 layoffs globally by the end of 2013[31] and shut production and research sites in Finland, Germany and Canada in line with continuing losses and the stock price falling to its lowest point since 1996.[32] In total, Nokia laid off 24,500 employees by the end of 2013.[33] On 18 June 2012, Moody's downgraded Nokia's bond rating to junk.[34] Nokia CEO admitted that the company's inability to foresee rapid changes in the mobile phone industry was one of the major reasons for the problems.[35] On 4 May 2012, a group of Nokia investors filed a class action against the company as a result of disappointing sales.[36] On 22 August 2012, it was reported that a group of Finnish Nokia investors were considering gathering signatures for the removal of Elop as CEO.[37] In December 2012, Nokia announced that it would be selling its headquarters Nokia House for 170 million, and leasing it back in the long-term. This decision was taken to slash costs as the company was during a financial crisis of falling revenues.[38]

In January 2013, Nokia reported 6.6 million smartphone sales for Q4 2012 consisting of 2.2 million Symbian and 4.4 million sales of Lumia devices (Windows Phone 7 and 8).[39] In North America, only 700,000 mobile phones were sold including smartphones. In May 2013 Nokia released the Asha platform for its low-end borderline smartphone devices. The Verge commented that this may be a recognition on the part of Nokia that they are unable to move Windows Phone into the bottom end of smartphone devices fast enough and may be "hedging their commitment" to the Windows Phone platform.[40] In the same month, Nokia announced its partnership with the world's largest cellular operator China Mobile to offer Nokia's new Windows-based phone, the Lumia 920, as Lumia 920T, an exclusive Chinese variant. The partnership was a bid by Nokia to connect with China Mobile's 700 million-person customer base.[41]

Following the second quarter of 2013, Nokia made an operating loss of €115m (£98.8m), with revenues falling 24% to €5.7 billion, despite sales figures for the Lumia exceeding those of BlackBerry's handsets during the same period. Over the nine-quarters prior to the second quarter of 2013, Nokia sustained €4.1 billion worth of operating losses. The company experienced particular problems in both China and the U.S.; in the former, Nokia's handset revenues are the lowest since 2002, while in the U.S., Francisco Jeronimo, analyst for research company IDC, stated: "Nokia continues to show no signs of recovery in the US market. High investments, high expectations, low results."[42] In July 2013, Nokia announced that Lumia sales were 7.4 million for the second quarter of the year – a record high.[43] While Nokia Lumia sales might have been a record high Windows Phone in general still lacked momentum and lacked global market share, but scored progressively better than other competing mobile platforms such as BlackBerry.[44]

Despite Nokia's falling concentration and commitment to the Windows Phone platform, Nokia dominated Windows Phone's market share representing 83.3% of all Windows Phones sold in June 2013,[45] and by October 2013 Nokia's Lumia line held over a 90% market share of all Windows Phones in circulation.[46] A part of the reason Nokia couldn't make profits was because their low priced Nokia Lumia 520 dominated the market while high end models barely sold.[47]

2013 to 2014: Acquisition of Nokia's mobile phone business[edit]

On 2 September 2013, Microsoft announced that it would acquire Nokia's mobile device business in a deal worth €3.79bn, along with another €1.65bn to license Nokia's portfolio of patents for 10 years; a deal totaling at over €5.4bn. Steve Ballmer considered the purchase to be a "bold step into the future" for both companies, primarily as a result of its recent collaboration. It was also part of Ballmer's long-term vision of transforming Microsoft into a 'devices and services' company. Pending regulatory approval, the acquisition was originally expected to close in early 2014.[48][49] In an interview with Helsingin Sanomat, former Nokia executive Anssi Vanjoki commented that the Microsoft deal was "inevitable" due to the "failed strategy" of Stephen Elop.[50]

In March 2014, it was announced that the acquisition of Nokia's mobile phone business would not be completed by the end of March as expected, but instead was delayed until April of that year due to problems with regulators in Asia.[51] The acquisition of Nokia's mobile phones business by Microsoft was closed on 25 April 2014 for "slightly more" than the originally stated €5.44 billion.[52] Nokia's mobile phone assets became a part of Microsoft Mobile, a new subsidiary of Microsoft based in Finland.[53][54]

While Microsoft licensed the Nokia brand under a 10-year agreement, Nokia agreed not to use its name on smartphones and will be subject to a non-compete clause preventing it from producing any mobile devices under the Nokia name through 31 December 2015. Microsoft acquired the Asha and Lumia brands as part of the deal, and are also licensing the Nokia brand from Nokia,[55] as well as the Nokia PureView and ClearBlack, Nokia Surge, Nokia Mural, and Symbian-related trademarks were acquired by Microsoft.[56][57] Further the deal included 8,500 design related patents being transferred by Nokia to Microsoft, and Microsoft will be licensed 30,000 "utility" patents by Nokia on a non-exclusive basis for 10 years.[58][59][60] While Microsoft retains a limited license to use the Nokia name and logo on feature phones, the company was only granted a transitional license to the Nokia brand name on smartphones.

As part of the deal, a number of Nokia executives joined Microsoft. Stephen Elop became the head of Microsoft's devices team (which include products such as Xbox and Surface); Risto Siilasmaa replaced Elop as interim CEO, before the appointment of Rajeev Suri.[61][62][63][64]

On 17 July 2014, it was reported that a major round of layoffs, a total of over 18,000 across the entire company, would occur at Microsoft over the next year. The majority of this layoffs will be in relation to the integration of Nokia's former staff into Microsoft, in an effort to reduce redundancy. It was also reported that Microsoft had ended future development of Nokia's Asha, Series 40 and X lines in favor of focusing exclusively on Windows Phone.[65][66]

Shortly after the acquisition Microsoft discontinued Nokia's smartwatch prototype codenamed "Moonraker", but was ultimately dropped in favour for the Microsoft Band.[67]

2014 to present: As a division of Microsoft[edit]

Microsoft Lumia 535, the first Microsoft branded Lumia device

2014[edit]

Even after the acquisition of Nokia's mobile device business by Microsoft, several Lumia devices were unveiled by Microsoft Mobile in September 2014 that still carried the Nokia name, including the Lumia 830 and Lumia 735;[68] In July 2014, it had been reported by evleaks that Microsoft was attempting to license the Nokia name in a co-branding scheme, which would have possibly seen future devices branded as "Nokia by Microsoft".[69][70][71] As a part of the change of ownership the social network pages have also been rebranded as Microsoft Lumia[72][73] rather than Microsoft Mobile to emphasize their focus on Windows Phone as opposed to other Nokia mobile phones while also changing their social network pages of Windows Phone to the new Microsoft Lumia branding,[74] to reflect this change Nokia Conversations has also been rebranded as Lumia Conversations,[75] and NokNok.tv to Lumia Conversations UK.[76] Though the rebranding has not been consistent as the Nokia Army (which launched in 2012)[77][78] has been renamed the Spartan Nation and the support site for legacy phones, accessories, as well as other Nokia branded devices and services Nokia Discussions has been renamed the Microsoft Mobile Community,[79] and all Nokia's mobile applications retained by Microsoft were rebranded as "Lumia".[80]

In December 2014 Microsoft discontinued the Nokia Sync service which uses Nokia's account service to synchronize contacts and general phone information in favour of other offerings such as Microsoft OneDrive which uses Microsoft accounts as part of the transition from Nokia accounts to Microsoft accounts.[81] Due to the discontinuation of Nokia accounts, Nokia Mail and Nokia Chat closed in March and offered migration services to Microsoft's Outlook.com and Skype until April 2015,[82] and Nokia accounts were closed on 25 April 2015.[83] The rebranding started in 2014 with Microsoft moving all nokia.com content to Microsoft.com, while all aspects of the Nokia Corporation not acquired by Microsoft were temporarily placed on the company.nokia.com website, the migration included legacy mobile telephone content dating back from Nokia's first devices and additional support software and Nokia services and communities, the migration officially started with the British Nokia site in September 2014.[84][85] Most of Nokia's social media sites were rebranded under the "Microsoft Lumia" brand as opposed to Microsoft Mobile.[86][87][88]

In September 2014, Microsoft announced Windows 10 operating system, a common platform for smartphones, tablets, laptops and Xbox. It will be made available for their Lumia line of smartphones.[89] Due to the position of Microsoft Lumia devices being first party hardware by Microsoft, Lumia handsets were the first to receive the Windows Insider preview.[90]

In October 2014, Microsoft announced that future Lumia devices would be branded with the Microsoft name and logo rather than Nokia.[91] In November 2014, Microsoft announced its first self branded phone, Microsoft Lumia 535.[92] In November 2014 The Lumia Beta Apps division launched the Lumia Cinemagraph Beta which migrated content from Nokia's website to Microsoft OneDrive and subsequently implemented this feature in Lumia Cinemagraph.[93][94] Previously cinemagraphs used to be synchronized via the Nokia Memories site, the change was made in relation to migrating all content from Nokia's sites to Microsoft's services.[95]

2015[edit]

A Microsoft Authorised Reseller Store in Hanoi.

To compete in developing markets Microsoft launched various low- and mid-range devices such as the Microsoft Lumia 430 Dual SIM,[96][97] Microsoft Lumia 532, Microsoft Lumia 435, Microsoft Lumia 640, Microsoft Lumia 640 XL, and Microsoft Lumia 540 Dual SIM to boost Windows Phone sales and increase market share.[98][99] Low priced Lumia devices have proven to be a successful endeavor for Microsoft as despite not launching a flagship Lumia device they sold 10.5 million Lumia handsets in Q2 2015 as compared to 8.2 million during the same quarter in the prior year.[100] As a consequence of competing in the low price ranges the Microsoft Lumia 535 gained the same level of popularity as its predecessor the Nokia Lumia 520 citing high sales in key markets such as India and Brazil,[101] and that Microsoft would not concentrate on releasing a high end Microsoft Lumia device until the launch of the Windows 10 operating system.[102]

In Microsoft's Q3 fiscal quarter report Microsoft stated that their sales increased by 6.5% as compared to a year earlier due to the inclusion of Nokia's handset division,[103] selling a total of 8.6 million Lumia handsets (an 18% increase over the prior year), and 25.7 million non-Lumia handsets which has been steadily declining over the years, though compared to the earlier 3 quarters Q3 2015 was a massive decline in respect with preceding sales which is a common phenomenon after the increased sales that occurred during holiday seasons.[104] Despite increased sales over past quarters the overall costs of R&D, and other costs of revenue exceeded the sales by $4 million, and Microsoft made a loss of 12 cents on every mobile telephone the company sold before factoring in marketing, research and development, and other expenses.[105][106]

On 28 April 2015 Microsoft opened the first Microsoft priority reseller store in the Indian city of Gurgaon, Haryana as a move to rebrand all their Nokia Stores worldwide. At the time Microsoft had 15,684 retail outlets and 324 Nokia Care centres. Besides selling Lumia and Nokia-branded feature phone handsets the Microsoft priority reseller stores would also offer Surface and Xbox devices as a move to make the stores more about Microsoft as opposed to solely selling Microsoft Mobile's telephone handsets, though not all outlets would get rebranded as in India of the 8,872 stores only 441 retail centres would get a total overhaul while others would simply get rebranded to "Microsoft Mobile Reseller Stores".[107][108]

On 3 June 2015 Microsoft announced the new Nokia Series 30+ powered Nokia 105 and Nokia 105 Dual SIM devices named after a 2013 device which sold 80 million handsets worldwide, the Nokia 105 and Nokia 105 Dual SIM are primarily aimed at business and travelling users as well as first time mobile telephone owners and are marketed as "a back up device" for smartphone owners.[109][110]

In June 2015, Microsoft took over naming rights to Nokia Theatre L.A. Live, a 7,100 seat concert hall in Los Angeles was rebranded as the Microsoft Theatre, and as a part of this rebranding Microsoft would supply and install new AV equipment and renovate public spaces, and L.A. Live’s 40,000 square foot outdoor plaza will be known as Microsoft Square and Club Nokia, a 2,300 seat venue in in the Plaza, would also see a future rebranding scheme.[111][112]

On 8 July 2015, Bloomberg reported a planned restructuring of Microsoft Mobile, including a $7.6 billion write down on the acquisition of Nokia's mobile device business, planned layoffs of up to 7.800 jobs, and a plan to downsize its first-party smartphone business to release fewer devices per-year and pull out of underperforming markets.[113] Other than hardware cuts Microsoft also realigned the sales and marketing unit where the Microsoft Mobile Devices Sales (MMDS) team was integrated into the Consumer Channels Group (CCG), and 2,300 of the job cuts affected would be in Finland, primarily in the town of Salo where Microsoft had been manufacturing Lumia phones.[114]

Hardware products[edit]

Microsoft will license the Nokia name under a 10-year agreement, the company will only be able to use it on feature phones specifically phones running the Series 30+[115] mobile operating systems based on MediaTek technology.[116][117][118] These changes resulted in future Lumia models being first-party hardware produced by Microsoft.[55][119]

Active Phone series[edit]

Lumia[edit]

Main article: Microsoft Lumia

The Lumia is a line of touchscreen smartphones and previously tablet computers, introduced in November 2011. All Lumia mobile telephones run on the Windows Phone operating system and the Lumia 2520 runs Windows RT. The only Lumia tablet Lumia 2520 was introduced in November 2013 and has been discontinued.[120] The Lumia is Microsoft's flagship phone portfolio.[121][122]

In October 2014, Microsoft officially announced that it would phase out the Nokia brand in its promotion and production of Lumia smartphones, and that future Lumia models will be branded solely with the name and logo of Microsoft.[123][124][125][126] In November 2014, Microsoft announced its first self branded phone, Microsoft Lumia 535.[92][127][128] Rebranding the Lumia line from "Nokia" to "Microsoft" did not affect sales though some critics believed that the change of branding might influence consumers' decisions due to the established brand of Nokia which has built up a reputation of durability while the Microsoft brand is relatively new in the consumer phone space.[129][130]

For its Microsoft Lumia series Microsoft Mobile creates exclusive content such as the Lumia imaging apps (that often make use of the PureView technology on higher end Lumia devices) and new software is often tested through the Lumia Beta Apps.

Transition to Windows 10[edit]
Main article: Windows Insider

In February 2015 Microsoft used a number of third-generation Lumia devices, namely the Lumia 630 series, 730, and 830, as the launch devices for the official technical preview of Windows 10 Mobile. Later builds gradually added support for the remaining second, third, and fourth-generation models.[131]

Microsoft stated that most Lumia devices will be able to upgrade from Windows Phone 8.1 to Windows 10. In February 2015, Joe Belfiore stated that Microsoft was "working on" a version of 10 for low-end devices with 512 MB of RAM, specifically citing the Nokia Lumia 520—a model which at the time represented 24.5% of all Windows Phone devices sold, but reaffirmed that not all of its features would be supported on these devices.[132][133]

Devices running the Windows 10 Mobile preview can roll back using the Windows Phone Recovery Tool, an application based on earlier Microsoft Mobile technology (the Nokia Software Recovery Tool), and Windows 10's camera application is based on the Lumia Camera.

Nokia branded feature phones[edit]

Main articles: Series 30+ and Nokia 3-digit series
The Nokia 130, which runs on the Series 30+ platform.

Microsoft uses Nokia branding on its featurephones. This phones run on Series 30+ platform. These devices exclusively have T9 keypads are Candybar shaped and are aimed at first-time mobile phone users.[134] The first addition since the acquisition is Nokia 130.[135][136] The Nokia 130 doesn't connect to the internet, which means no Bing, Outlook, or other apps, though it does offer basic feature phone applications such as a flashlight, FM radio, USB charging, and a playback for video stored on microSD cards up to 32 GB, and Bluetooth and USB for sharing content between devices. While the Nokia 130 does not have any internet access, the Nokia 215 released in 2014 allows users to browse the internet with Bing and MSN Weather and came pre-installed with Opera Mini.[137]

In June 2015 Microsoft further expanded the line of Nokia-branded feature phones with the Nokia 105 aimed specifically at developing nations, and named after an earlier model with the same target audience,[138] and is marketed towards present smartphone owners as well as Microsoft stated that it's "perfect for those looking to own their first mobile phone or for those needing a reliable back-up phone for travel and fun."[139] Due to it not fitting in the general Windows 10 strategy it was criticised for running the Series 30+ platform and lacking smartphone features.[140]

In Q2 2015 feature phone sales declined year-over-year selling a total of 40 million with a total revenue of $2.28 billion, and a gross margin of $330 million (14%) being significantly lower than the previous years due to a global decline in the demand for feature phones in favour of smartphones.[141] Microsoft's decline in selling non-Lumia devices continued in Q4 2015 where they had managed to sell 19.4 million non-Lumia feature phones in Q4 compared to 30.3 million in the prior year, though decline in revenue was largely due to a strengthening of the US Dollar compared to other currencies.[142][143]

Discontinued Phone series[edit]

Nokia X[edit]

Main article: Nokia X family
The Nokia X

A media report revealed in mid-September 2013 that Nokia tested the Android operating system on both its Lumia and Asha hardware.[144] However, a new report on 11 December 2013 showed the Asha-like device, codenamed 'Normandy' for the first time, stating that despite the finalisation of the acquisition, development of the device is continuing.[145] The Nokia X family was unveiled at Mobile World Congress in February 2014 in Barcelona, Spain. These devices, which are aimed towards emerging markets, run a modified version of Android known as Nokia X Software Platform, which is aligned towards Microsoft services and does not use Google Play Store. In a company memo released in July 2014, it was announced that as part of cutbacks, Microsoft would end the Asha, Series 40, and X range entirely, in favor of solely producing and encouraging the use of Windows Phone products.[66]

Asha[edit]

Main article: Nokia Asha

The Asha series contain feature phones and low-end smartphones, mainly targeted at emerging markets. It is a mixture of full-touchscreen, "touch and type", QWERTY, and traditional T9-keypad devices. Originally the Asha devices ran on Nokia's veteran operating system Series 40. Nokia later created the Asha platform as a result of their acquisition of Smarterphone. The Asha 501 in May 2013 was the first device running the new OS, and all new Ashas since are powered by the new Asha platform.[146] During the July 2014 job cuts and restructuring at Microsoft, these device lines were moved to "maintenance mode", and will be discontinued alongside Nokia X and Series 40[147] in favour of solely producing Windows Phone products .[66]

Series 40[edit]

Main article: Series 40

Series 40, often shortened as S40, is a software platform and application user interface (UI) software on Nokia's broad range of mid-tier feature phones, as well as on some of the Vertu line of luxury phones. It was one of the world's most widely used mobile phone platforms and found in hundreds of millions of devices.[148] Nokia announced on 25 January 2012 that the company has sold over 1.5 billion Series 40 devices.[149] S40 has more features than the Series 30 platform, which is more basic. The platform is not used for smartphones, in which Nokia primarily used Windows Phone, and up until 2012 Symbian. However, in 2012 and 2013, several Series 40 phones from the Asha line, such as the 308, 309 and 311, had been advertised as "smartphones" although they do not actually supported smartphone features like multitasking or a fully fledged HTML browser.[150] During July 2014, it was announced that Microsoft would end the Asha, Series 40, and X range entirely, in favor of solely producing and encouraging the use of Windows Phone products.[66]

Series 30[edit]

Main article: Series 30
Nokia 100

Series 30, often shortened as S30, software platform is an application user interface created by Nokia for its entry level mobile devices. S30 phones are capable of running Java apps.[151]

Despite being similarly named, Series 30+ is an entirely unrelated platform, licensed from MediaTek and used on later Nokia-branded feature phones made by Microsoft; unlike S30, it does not support Java apps.

Microsoft no longer uses S30 for its Nokia-branded mobile devices. Microsoft uses S30+ solely for these devices.[152]

Mobile accessories[edit]

Besides phones Microsoft Mobile also produces mobile telephone accessories such as the Bluetooth enabled Treasure Tags. In newer devices Microsoft has bundled the Swedish company Coloud's headsets as opposed to first party hardware.[153] Late 2014 Microsoft also launched a portable battery charger called Microsoft Portable Power.[154] Among its successors to the Microsoft Portable Power Microsoft later launched the Microsoft Portable Dual Chargers and comes in three variants.[155][156]

Treasure Tag[edit]

Treasure Tag (previously Nokia Treasure Tag) originally manufactured by Nokia in 2014 is an NFC and Bluetooth enabled keychain companion device for Lumia devices, it is available in blue, yellow, white and black and has an accompanied application in the Windows Phone Store to connect it with a Lumia device, if the Treasure Tag is separated from the Lumia device the application will prompt up a map (which uses the Nokia HERE maps as opposed to the built in Microsoft Bing Maps) to help locate where the device was last connected. Every Lumia device may have up to 4 different Treasure Tags connected, and Nokia revealed that third party developers on Android and iOS can create applications that work with Treasure Tag.[157][158]

Treasure Tag Mini (originally the Nokia Treasure Tag Mini) was launched by Microsoft in 2014 as a successor to the original Nokia Treasure Tag, it added support for iOS and Android (including Nokia X devices). Unlike the original treasure tag, the Treasure Tag Mini is only available in red and white, its battery lasts less on standby time, lacks NFC capabilities, and has no notification tones.[159][160]

Corporate affairs[edit]

Corporate governance[edit]

When Nokia's devices and services' group entered Microsoft's workforce former Nokia CEO Stephen Elop became the new head of Microsoft Devices (which includes other Microsoft hardware products such as the Surface and Xbox), Elop joined with among other Nokia executives Jo Harlow (smart devices), Juha Putkiranta (operations), Timo Toikkanen (feature phones), and Chris Weber (sales and marketing) who retained similar positions at Microsoft, Microsoft Devices absorbed most of Nokia's groups including the hardware teams and studios while software teams were merged with Microsoft's respective software teams.[161] The transition worked without much complications as Elop had previously reorganised Nokia's structure to be similar to Microsoft's.[162]

Many former Nokia executives have joined Microsoft's various other projects at Microsoft, an example being Pasi Saarikko who became Principal HW Engineering Manager at the Microsoft HoloLens project.[163]

On 17 June as part of a reorganisation Microsoft announced that former Nokia executives Stephen Elop,[164] and Jo Harlow would be leaving the company.[165] As part of the structural reorganisation of Microsoft the Devices and Studios group was merged with the Operating Systems group to form the new Windows and Devices group which was headed by Terry Myerson.[166] Other than Microsoft Lumia this new engineering group composes various Microsoft hardware divisions including Surface, Band, HoloLens, and Xbox as well as the software of the Windows operating system.[167]

Headquarters[edit]

Main article: Microsoft Talo
Microsoft Talo – Aerial view

The Microsoft Talo is the head office building of Microsoft Mobile (formerly part of the Nokia Corporation), located in Keilaniemi, Espoo, just outside Helsinki, the capital of Finland. The building was previously named The Nokia House. The two most southern parts of the building were built in the early 1990s and the third most northern part was built in 2000. Around 5000 employees work in the premises.

On December 2012, Nokia announced that it has sold its head office building to Finland-based Exilion for €170 million and leasing it on a long term basis.[168] After the completion of Microsoft's acquisition of Nokia's device business in April 2014, the building received its new name: Microsoft Talo. [169][170]

Competitors[edit]

See also[edit]

References[edit]

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External links[edit]