Nokia ClearBlack, PureView Trademarks Now Owned By Microsoft

Nokia ClearBlack, PureView Trademarks Now Owned By Microsoft

Even since Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V)’s mobile business was acquired by Microsoft Corporation (NASDAQ:MSFT) at EUR 5.44 billion ($7.5 billion), there has been confusion over the fate of brands created by Nokia, like PureView and ClearBlack. However, a report from Nokia Power User reveals that the software giant now owns six of Nokia’s trademarks, according to the United States Patent and Trademark Office database.

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Microsoft also owns Symbian trademarks

Based on the listing, it can be said that the Redmond-based giant has full control over PureView, ClearBlack and four other brands: Lumia, Asha, Surge and Mural. The brands have been put under Microsoft Corporation (NASDAQ:MSFT)’ Mobile Oy, which is a division created to incorporate the company’s own mobile technologies with Nokia’s assets

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The PureView technology is related to high-end cameras for smartphones and was first made available in Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V)’s PureView 808. Nokia’s ClearBlack technology enabled better legibility in sunlight by delivering better colors and deeper blacks. The technology is also helpful in mapping applications.

Lumia, as we all know, is the name given to all Windows Phone devices based on Microsoft Corporation (NASDAQ:MSFT)’s technology. Asha is the name given to feature phones from Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V). Microsoft has also acquired the Symbian trademarks from 2009, Surge and Mural. In 2009, Nokia launched the Nokia Surge and Nokia Mural, which are based on the Symbian platform and were on AT&T Inc. (NYSE:T)’s network in the U.S. How Microsoft will use the Surge and Mural names is confusing, as Nokia ditched the Symbian platform years ago.

More clarity on Nokia brand

Also recently, Stephen Elop, Executive Vice President of the Microsoft Devices Group, tried to clear up confusion on how Microsoft Corporation (NASDAQ:MSFT) plans to use the Nokia brand, saying the brand “will not be used for long going forward for smartphones. Work is underway to select the go forward smartphone brand.”

To provide more clarity, Twitter tipster @evleaks showed off what was said to be an internal Microsoft Corporation (NASDAQ:MSFT) document (meant for employees) that lays out brand usage plans and how ex-Nokia employees will be incorporated into Microsoft. The leaked document referred to “Day One” throughout the guidelines, which is believed to be April 25, the day when Microsoft completed the acquisition of Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V)’s devices and services business.

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Aman is MBA (Finance) with an experience on both Marketing and Finance side. He has worked as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, reviewing tech gadgets, playing PC games and cricket. - Email him at
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