Microsoft has announced the first Lumia device to come without the Nokia branding, the Lumia 535. The new Windows Phone device is the first step in the $7.2 billion acquisition, completed earlier this year.
Lumia 535 is the next step in the low-end Lumia lineup, following on from the success of the Lumia 520 and 521. The Lumia 535 brings some impressive updates to the range, making it a solid upgrade for Asian and European markets.
Specs on the Lumia 535 include a 5-inch 960 x 540 display, quad-core 1.2GHz Snapdragon processor, 1GB of RAM and 8GB of internal storage. Microsoft has kited out the Lumia 535 with dual-SIM and microSD card support, appealing to Asian users.
On the front, Microsoft has added a front-facing camera and its own logo. Other than that, the front has minimal detail. On the back sits a 5MP camera (/w flash) and another Microsoft logo; pushing the new brand.
Windows Phone 8.1 runs on the Lumia 535, still waining for some of the best new apps. Instagram, WhatsApp and other older apps are available on Microsoft’s app-store, but newer apps like Yik Yak, Snapchat and Tinder are still missing.
Microsoft will start selling the Lumia 535 for €110 ($83) and should start hitting stores in the next few weeks. It should do well in markets like India, China and Indonesia, where dual-SIM support and cheap prices are still king in the region.
Removing Nokia from the smartphone might drop sales in the regions where Nokia is still relevant. Even though it is a reputable brand, Nokia’s hardware sales have been dwindling ever since the release of the iPhone – non-existent in 2014.