FINNISH PHONE FIRM Nokia is holding onto its company brand name, meaning that forthcoming mobile devices developed and marketed by Microsoft will not be branded as Nokia phones.
Microsoft is allowed to use the brand names "Asha" and "Lumia" but not "Nokia", which could have some impact on its success in the market.
We are generous folks. We'll save Microsoft some rebranding and marketing cash and offer the alternative brand name "Notia". It's quite a simple change and can be achieved, for the most part, with some glue and a marker pen.
"Microsoft will acquire the Asha brand and will license the Nokia brand for use with current Nokia mobile phone products. Nokia will continue to own and manage the Nokia brand," is the official line.
"This element provides Microsoft with the opportunity to extend its service offerings to a far wider group around the world while allowing Nokia's mobile phones to serve as an on-ramp to Windows Phone."
The problem here, perhaps, is that the Microsoft and Windows Phone brand names do not carry as much weight in mobile hardware market as the Nokia name does.
Microsoft has a loose grip on the mobile market and has failed in the past with tie-ups like the one with Seedo, and the less said about the Kin the better.
Nokia said that it will use its brand name to work on mapping software network infrastructure and its licensing business.
"After a thorough assessment of how to maximize shareholder value, including consideration of a variety of alternatives, we believe this transaction is the best path forward for Nokia and its shareholders," said interim Nokia CEO Risto Siilasmaa.
Microsoft will pay €5.4bn ($7.2bn, £4.6b) for its chosen chunk of the Finnish firm's business. The deal is expected to close next year. µ
Sign up for INQbot – a weekly roundup of the best from the INQ