Report: Microsoft rebranding mobile, no more Lumia, Windows Phone

Microsoft is reportedly phasing out Nokia and Windows Phone branding, as the company wants to move ahead with its Microsoft Lumia smartphones. The multi-billion-dollar purchase of Nokia's devices division gave Microsoft access to the company's phone portfolio, but Nokia is still a different company.

Dropping Windows Phone might prove to be a puzzling choice, however, recent Microsoft smartphone marketing referred to devices as "Windows." The upcoming Windows 9 desktop should be designed to cross both smartphones and tablets with a single OS, as Microsoft won't try to promote three separate OSes for desktop, smartphones and tablets again. Microsoft's commercial for the Lumia 930 didn't refer to Windows Phone, only referring to the device running Windows.

Marketing efforts aside, Microsoft faces an uphill battle to compete in the mobile market, dominated by Google Android and Apple iOS software - and led by Apple, Samsung, and other manufacturers.