Microsoft is set to release their brand new Microsoft Lumia device on Tuesday. This might not sound like a big deal, but this is the first time that the Lumia device will carry the brand of Microsoft. Previously, the device belonged to Nokia.

But this is more complex than just a name. While the colorful Lumia devices have been popular among a small portion of the population because of their bright colors and powerful camera, the Windows Mobile device has not had much traction in the rest of the market. Of course, Microsoft understands this struggle as the distant third-place mobile operating system. And Microsoft continues to struggle in the mobile industry, even with their release of the Surface tablet, which offered more promise than delivery—at least that’s what their slow sales indicate.

Microsoft Lumia 535 / Photo: tieba.baidu.com

Microsoft, of course, is a much bigger global brand than Nokia, which has been popular outside of the United States the last decade after brands like Samsung and HTC started to dominate the market. This might serve to explain why Nokia sold their mobile devices unit to Microsoft this past April for $7.2 billion.

“Microsoft is delivering the power of everyday mobile technology to everyone,” reads a section of the Conversations blog where both Microsoft (and previously, Nokia) share news about the progress of Lumia.

But while advertisements and theoretical leaks are easy to find on the internet, Microsoft has yet to actually reveal what the new device will look like or feature.

“We are looking forward to unveiling a Microsoft Lumia device soon,” explains Tuula Rytila, senior vice president of marketing of phones for Microsoft. You notice that there is no mention of a “Nokia Lumia” device; but Rytila promises that Microsoft is not necessarily trying to discredit the Nokia name.