As part of the deal made in Microsoft's acquisition of Nokia, the Redmond based software giant gets control of the Asha and Lumia trademarks. As a result the new Lumia smartphone will carry the Microsoft branding, as well as Asha models in future. However the Nokia name will remain with the Finnish firm as part of a ten-year licensing deal with Microsoft, which will allow feature phones to continue using the Nokia title.As for Nokia, they still have their NAVTEQ based mapping services. Microsoft will pay Nokia to use HERE on its Lumia phones for four years.
Compared to Google's acquisition of Motorola, Microsoft is buying out the manufacturer that dominated the Windows Phone platform. This will give Microsoft aligned control of the software with control of the hardware. A process which has proven successful for Apple, yet not for BlackBerry.
Would you be willing to purchase a Microsoft branded Lumia? Or is this final merger between Microsoft and Nokia the final straw to make you switch to another platform instead of something from Nokia's camp.
source - Nokia