Nokia brand, worth $55.2 billion in 2008, now discontinued

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According to media reports, Microsoft will no longer use the NOKIA brand on its new smartphones, but will still use it on entry-level feature phones.

Nokia is derived from Nokianvirta, a river in Finland. The global market share of this brand of mobile phones once exceeded 70%, and billions of people's first mobile phone is Nokia. In 2008, the brand value reached 55.2 billion US dollars.

In February 2011, Nokia phones of the "***" period officially began to cooperate with Microsoft and used the new "Lumia" logo as a proprietary brand for models equipped with the WP system. Two years later in September, Microsoft announced that it would acquire most of Nokia's mobile phone business (including patent licenses) for a total of 5.44 billion euros (about 7.2 billion US dollars). After the transaction is completed, 32,000 Nokia employees, including CEO Elop, will join Microsoft.

In April 2014, the acquisition was officially completed. Microsoft immediately began a massive layoff, with 12,500 Nokia employees being laid off. Elop did not become Ballmer's successor (Ballmer only made him a candidate for a few days), but was "laid off" with a "severance pay" of RMB 210 million.

At the beginning of the acquisition, kind-hearted people had imagined that Microsoft could revive the Nokia brand. After all, apart from Coca-Cola, there is no other brand with such high recognition in the world. But after the acquisition, Microsoft quickly took a series of "de-Nokia" actions. If it is understandable to rename the acquired company as Microsoft Mobile and migrate Nokia's product website www.Nokia.com to its new mobile website domain name, then abandoning the NOKIA brand in smartphones is a bit "impulsive". Not to mention the long-term, the Chinese market still recognizes this brand. Many brands have tried every means to sell mobile phones above 3,000 yuan, while Nokia's continuous launch of "king of mobile phones" once dominated the high-end mobile phone market.

Let's take a step back and say that if we don't use it, then we don't use it. Let it be put away, leaving a trace of good memories for the world: in the boot ringtone, a blue NOKIA flashes. Then, a tender little hand and a warm big hand hold each other... Just like a super actress bowing out in glory, the beautiful image will stay in people's hearts forever. But Microsoft doesn't want this! In fact, when Microsoft acquired the mobile phone business, it also acquired Asha, a brand of Nokia that specializes in cheap feature phones, but now it has downgraded Nokia. You should know that today's low-end smartphones only cost 500 or 600 yuan, and the current price of "feature phones" or "entry-level" is only 100 or 200 yuan. According to the agreement when Microsoft acquired the mobile phone business, Nokia will regain the right to use the brand in 2016, but at that time, elementary school students from ordinary families thought that Nokia was too low-end and the brand was completely finished.

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