Hello Lu­mia, goodbye Nokia

Financial Mirror (Cyprus) - - FRONT PAGE -

Mi­crosoft has re­leased its new Lu­mia 535 ap­par­ently hav­ing lost some con­fi­dence in its Nokia de­vices, de­spite the $7.2 bln it spent on the cell phone company last Septem­ber.

The brand had be­come a li­a­bil­ity, even for the fad­ing Nokia to which its name had be­come an em­bar­rass­ment and Mi­crosoft seems to be ac­knowl­edg­ing that, ac­cord­ing to 24/7 Wall St.com.

The Lu­mia 535 did not re­lease a price tag, but it should be around $150 to­gether with a suite of Mi­crosoft prod­ucts.

“To­day sees the launch of the new Mi­crosoft Lu­mia 535, our “5x5x5” smart­phone pack­age bring­ing a 5-inch screen, 5-megapixel front- and rear-fac­ing cam­era, and free in­te­grated Mi­crosoft ex­pe­ri­ences (such as Skype and OneNote) to more peo­ple at an af­ford­able price,” the company said.

The Lu­mia 535 is set to de­but in Novem­ber in Rus­sia, Ukraine, China, In­done­sia and the Philip­pines, while those liv­ing in Aus­tralia, Viet­nam, Thai­land and un­spec­i­fied coun­tries in Africa will see this phone in De­cem­ber. Jan­uary will see the Lu­mia 535 sold in Latin Amer­ica as well, while Mi­crosoft has promised quar­ter of 2015.

The Lu­mia 535 has a screen that makes it com­pet­i­tive, and a set of fea­tures that will al­low it to keep company with other high-end phones, ac­cord­ing to tech­nol­ogy an­a­lysts.

Fea­tur­ing the same wide-an­gle, 5-megapixel front-fac­ing cam­era as the Lu­mia 730 and 735, the Lu­mia 535 pro­vides crys­tal-clear im­agery and the Lu­mia selfie app. It is also mus­cu­lar in terms of stor­age and pro­ces­sor power: with a 5inch dis­play, 1.2 GHz quad-core pro­ces­sor, and 1GB RAM, hov­er­boardng through an un­der­ground metro sys­tem with Sub­way Surfers, edit­ing doc­u­ments in Mi­crosoft Of­fice, or post­ing self­ies to In­sta­gram is now su­per-easy.

When it comes to stor­age, the Lu­mia 535 comes with 8GB of mem­ory and can support a mi­croSD card up to 128 GB, or use the 15 GB free OneDrive stor­age to store pho­tos or doc­u­ments.

But, as Reuters pointed out: “Mi­crosoft had said in the past it planned to li­cense the Nokia brand for its lower-end mo­bile phones for ten years and to use the name on its

it will come to the UK in the

first smart­phones only for a “limited” time, with­out say­ing how long that might be.”

The process of wip­ing out the brand con­tin­ues.

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