Nokia Australia legally renamed 'Microsoft Mobile'

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Nokia Australia legally renamed 'Microsoft Mobile'

It's official: Nokia Australia is no more, with the local subsidiary of the mobile phone maker changing the name registered with corporate regulator ASIC to "Microsoft Mobile Australia".

The move should come as no surprise: the rebrand to Microsoft began after the acquisition closed on 25 April 2014, and Microsoft has been chipping away at the Nokia name, including renaming its handset range "Microsoft Lumia". 

According to a Microsoft Australia spokesperon, the name change "doesn’t impact on the branding of our communications and advertising to the market as they will continue to branded Microsoft as they have since the start of this year".

The move comes less than two years after Microsoft acquired the once-dominant Finnish smartphone manufacturer for $7.2 billion - the swansong by the vendor's former chief executive, Steve Ballmer.

Despite the acquisition, Microsoft's smartphone operating system has continued to struggle against market leaders Android and Apple. IDC's most recent unit tracker, for the first quarter, showed Windows Phones had a 2.7 percent share of global shipments, having scarcely moved over the past three years.

Microsoft is hoping its coming Windows 10 release will turn around its fortunes in mobile.

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