Microsoft To Unveil First Lumia Phone Sans Nokia Branding Next Week

A new era in the smartphone business is about to begin. Come next Tuesday, Microsoft will fully unveil its first Lumia handset without the Nokia brand attached, a decision the company made by choice rather than being forced into due to any legal roadblocks. In fact, when Microsoft purchased Nokia's mobile phone business for $7.2 billion earlier this year, Microsoft negotiated the rights to use the Nokia brand on mobile products for the next 10 years.

Nevertheless, this doesn't come as a surprise, especially after reports of Microsoft's upcoming plans surfaced a week ago. The Nokia brand has been tied to Microsoft's Windows Phone platform, though was never able to build up any significant market share compared to iOS and Android devices. Shedding the brand gives Microsoft a fresh start, and we'll see what the company does with it.

Microsoft Lumia Phone

In the meantime, Microsoft provided a teaser photo of its forthcoming Lumia device. While nothing is yet official, it appears Microsoft will continue to offer different color options -- shown in the teaser shot is an orange outline. You can also make out what appears to be the front-facing camera.

"Microsoft is delivering the power of everyday mobile technology to everyone," the company stated on its Conversations blog. "Come back on November 11, to find our more!"

Though Microsoft is in this for the long haul, it won't be easy gaining ground in a market that's dominated by iOS and Android. According to data from IDC, Android is sitting pretty with an 84.7 percent share of the smartphone market, with iOS claiming another 11.7 percent. The good news for Microsoft is that Windows Phone is in third place, albeit a distant one with just a 2.5 percent share.