Microsoft unveils Lumia 535 Windows Phone with no Nokia branding in sight

Microsoft has announced its first Lumia smartphone sans Nokia branding: the Microsoft Lumia 535, which comes in single- and dual-SIM variants.

The new handset runs Windows Phone 8.1 and is clearly aimed at selfie and video-calls, with its five-megapixel front-facing camera, five-inch screen and Skype integration. Office is also preinstalled, as is the Cortana virtual assistant, and users also get 15GB of free OneDrive cloud storage. There’s no LTE or NFC in there, though.

The Lumia 535 costs roughly €110 ($137) before taxes and subsidies. That’s at the budget end of the Lumia pricing scale, but not comparable to the prices [company]Microsoft[/company] charges for the non-smartphone handsets it inherited from [company]Nokia[/company] — the only part of that inheritance to hang onto the Finnish firm’s branding. There, we’re talking as low as $25.

Microsoft closed its $7.2 billion purchase of Nokia’s handset business in September 2013 to allow it to more closely integrate its mobile services with Nokia’s reputable hardware. The division become “Microsoft Mobile” earlier this year, helping to distinguish it from the remaining Nokia company, which is focusing on location-based services, network equipment and advanced materials research.