Microsoft Releases Lumia 535, Drops Nokia

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By Douglas A. McIntyre Published
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Microsoft Corp. (NASDAQ: MSFT) released its new Lumia 535. Apparently, it has lost some confidence in its Nokia devices, despite the $7.2 billion 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. Microsoft seems to be acknowledging that.

The Lumia 535 did not release with a price tag, but it should be around $150. It does have a suite of Microsoft products. How could Microsoft launch without them and maintain any dignity?

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 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:

That means you’ll get a hugely personal experience with features including one-swipe Action Center, Word Flow, Live Folders and Cortana (where available).

Featuring the same wide-angle, 5-megapixel front-facing camera as the Lumia 730 and Lumia 735, the Lumia 535 not only provides you with crystal-clear imagery and the Lumia selfie app, but you’ll also be able to get more in shot during those Skype calls.

What good is a smartphone if it does not support “selfies”?

The Lumia 535 also is muscular in terms of storage and processor power:

With a 5-inch 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 your Lumia selfies to Instagram is super-easy.

When it comes to storage, the Lumia 535 comes with 8GB of memory. If you need more, simply slide in a microSD card, with support up to 128 GB, or use the 15 GB free OneDrive storage to store all your 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 10 years and to use the name on its 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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About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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