Microsoft is planning to phase out the use of its Nokia and Windows Phone brands for marketing purposes in favor of Lumia, according to a company document leaked on Wednesday.
The internal memo was first acquired by GeeksOnGadgets and confirmed by The Verge. The changes are set to take affect during the upcoming holiday campaign for its phones.
“As part of our phased transition, we will drop the manufacturer name from product references during the Holiday campaign,” the document reads.
Windows Phone will simply be Windows, with Lumia used as the branding for models. Microsoft reps could not be reached for comment.
Microsoft purchased Nokia’s device and services business in September 2013 for $7.2 billion. Nokia, once a dominant player in the cellphone industry, has seen its market share decline steadily since 2010.
This is not the first change in Microsoft’s branding around Nokia. Nokia Corporation in Finland has become Microsoft Mobile.