Does the word "Surface" trigger the image a tablet computer in your mind?

Of course, it doesn't and Microsoft's lifeless name for its supposed "iPad killer" is probably a reason why Surface has failed to take-off despite big bucks marketing and massive hype.

It seems the boffins at Microsoft have finally woken-up to this perception and smelled the coffee.

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Rumors are swirling that Microsoft is seriously toying with the idea of replacing the name Surface with Lumia.

Lumia, as in Lumia, the line of smartphones and tablet computers designed and marketed by Microsoft Mobile and previously by Nokia. The Lumia line is now maintained by Microsoft Mobile.

Serial tech leaker @evleaks said Microsoft appears dead set on rebranding Surface as Lumia. The change is expected to apply only to tablets, however.

@evleaks also surmised that Microsoft could be in negotiations to keep the Nokia brand longer than originally planned. It seems Microsoft plans to use the familiar Nokia name for its future mobile phones and other digital devices.

In support of its premise that Lumia will be the new Surface, @evleaks published what appears to be a Microsoft technical branding guidance document.

The document reveals that Microsoft plans to phase-out the Nokia brand based on a specific schedule. For Lumia devices, this will take place18 months after the close of Microsoft's acquisition of the Nokia handset business.

The phase-out will last until December 31, 2015 for Nokia X Android phones and 10 years for Asha mobile phones.

Microsoft has neither confirmed nor denied these rumors.

Tech pundits believe that re-branding Surface tablets as Lumia tablets will support Microsoft's "One Microsoft" theme and market positioning.

They said Microsoft could be expected to implement a single Windows SKU that will work on its mobile phones and tablets with the upcoming launch of Windows Threshold, the next major version of the Windows OS due for release in early 2015.

TagsSurface, Tablet, re-name, Lumia