Pitch Madison says advertising expenditure will grow 13.5% this calendar year
While critics doubt if the new brand would be continued once Microsoft completes integrating Nokia, the X appears to be Nokia's ploy to ease Android-junkies into a Windows Phone environment.
The Lumia 530 runs on Windows Phone 8.1, which brings along with itself, among other things, one swipe notifications, Cortana, the Action Centre and a Word Flow keyboard.