It's finally happening, folks. Microsoft has begun the process of phasing out the Nokia brand name across its mobile operations and replacing it with Microsoft Lumia.
According to The Verge, Nokia France will be the first to make the switch to the new branding on its Facebook, Twitter and similar social media platforms, with other countries to follow in due course.
In reality it's a change we've been expecting for nearly 14 months, ever since Microsoft laid down £4.6bn buyout offer for the floundering Finnish brand in September 2013.
The fact that it's taken so long says more about the scale of the operation than the ability or willingness of the respective parties to get the job done.
Some changes have already been taking place behind the scenes. Regular visitors to the Nokia website will have noticed that while the landing page still exists under the familiar URL, you're immediately pulled under the Microsoft umbrella when you try to drill any deeper.
It's not always that neat. Scan the front page of the official Nokia Conversations blog and you won't see a single mention of the word Nokia – except for in the URL of the site itself.
For most people the real watershed will be when the Nokia name disappears from the front of new Lumia smartphones, and we still don't know when exactly that'll be (though we're a bit surprised it still hasn't happened yet).
As for Nokia itself, the company does live on, of course, as a networking company and through its HERE mapping division.