Due to the highly competitive nature of the smartphone market, tech giant Microsoft is reportedly ditching its Microsoft Lumia line of devices. Although Microsoft is discontinuing the Lumia brand, the Redmond-based tech company is replacing it with a new line of smartphones under the Surface Phone brand.
As of this writing, only four Lumia devices are available in the market. These are the Lumia 950 XL, Lumia 950, Lumia 650, and Lumia 550. In fact, Microsoft is trying to rid its stockrooms of the Lumia brands by offering various types of promotions and discount offers just to attract buyers, according to PC Mag.
Microsoft has yet to confirm the existence of Surface Phone devices despite the fact that there are already a handful of rumors and leaks referring to the device. On the other hand, Microsoft chief executive officer Satya Nadella previous stated that the company is looking to ditch its 'hardware-first' philosophy and instead focus on software tech solutions.
When Microsoft released the Windows 10 operating system, the company promised that it will serve as a universal operating system that will support all mainstream platforms. Now that the company is rumored to be ditching its Lumia brand, it will open up a void in the company's mobile and smartphone division, something that reinforces rumors regarding the existence of Surface Phone branded devices.
Despite Microsoft's silence about the Surface Phone, the company is keen to reiterate its current philosophy of being a 'mobile-first' company. Some tech analysts suggest that Microsoft may just be planning to rebrand its Lumia division and turn it into Surface Phone.
Microsoft already has its Surface Pro and Surface Book devices. The only missing component right now is for its smartphone brand. Although Microsoft has kept its silence about it, the fact that the company is ditching its Lumia brand somehow reinforces rumors about Surface Phone devices, according to Forbes.
