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Microsoft unveils Lumia 535 Windows Phone, ditches Nokia label

Low-cost entry-level phone marks new chapter for Lumia brand

Microsoft has launched its latest mobile phone, the Lumia 535, the first handset not to bear the Nokia name.

The device runs Windows Phone 8.1, including the most recent Lumia Denim update, and is aimed squarely at the low end of the market with a 5-inch display, 1.2 GHz quad-core processor and 1GB RAM. It also sports five megapixel cameras on the front and rear of the device. 

"Lumia 535 comes with our '5x5x5' proposition," said Jo Harlow, corporate vice president for phones at Microsoft.

"Innovation should be available to everyone, and we are doing this through the very best integrated Microsoft services free and out-of-the-box - a 5MP wide-angle front-facing camera and a spacious 5in qHD screen - all at an affordable price."

The device comes in a rage of hues (six to be precise: bright green, bright orange, white, dark grey, cyan and black) and will be available in both single and dual SIM variations. 

It also sports 8GB of onboard storage, expandable to 128GB with a microSD card. The 1,905mAh battery promises 13 hours of talk time, according to Microsoft.

The handsets will come pre-installed with Microsoft apps and services, such as Skype, OneNote and Office (Word, Excel and PowerPoint).

Rob Kerr, mobiles expert at uSwitch.com said that by now ditching the Nokia label, Microsoft is sending the message there's "no room for nostalgia in the fast-moving mobile market".

"The path of least resistance would have been to use the Nokia name as a crutch, but Microsoft has loftier visions. And it's a tactic we've seen before when Sony dropped the Ericsson brand," he added.

"The Lumia 535 is a strange launchpad for Microsoft to flex its muscles with as mobile maker. It's not a standout model, but an affordable, entry-level handset, and it's set to miss the Christmas shopping rush. But perhaps the point is to leave us wanting more."

The handset is expected to go on sale at around 90 and will launch in the UK in the first quarter of 2015.

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