Nokia Microsoft Mobile will be the new name assigned to Nokia’s hardware division sold to Microsoft. An agreement signed by both parties brings their contract to a close.on April 25,

According to a leaked memo via Mashable, the new hardware segment will be rebranded. Analysts say that Microsoft has selected the new name in a straightforward fashion as is done with other firms.

Darrell Etherington shared on TechCrunch, “The memo is from Nokia to its business partners, advising them of the change. Back when the sale was first announced, then-Nokia CEO Stephen Elop admitted that the name would likely change, but also noted that there wasn’t yet a definite replacement for what would come after. Microsoft Mobile may not be the most exciting name for a Microsoft mobile devices division, but arguably Microsoft needs recognizability and reliability more than fancy marketing pizzaz.”

Microsoft needs to prove itself in the mobile space. Under former CEO Steve Ballmer, investors and shareholders felt that the Windows Phone division was underperforming and was one of the main reasons cited by stakeholders for his departure from Redmond.

As a part of the deal, Microsoft had used the rights to the name Nokia for nearly a decade, not to mention the purchase of rights for ‘Lumia’ and ‘Asha’ brands for Windows devices. This implies that the names Nokia, Lumia and Asha could appear in products, as Microsoft rebrands to Microsoft Mobile.

“There was some suggestion in the early announcements around the deal that Microsoft will continue to use the Nokia branding on entry-level devices, as a way to funnel feature phone users to the Windows Phone (and now, Microsoft Mobile) line of hardware and services,” reports TechCrunch.

With reports by TechCrunch, Mashable