Nokia kills Ovi brand for mobile services

Instead, the company will brand services such as maps simply 'Nokia'

Nokia will abandon its Ovi mobile services brand as it prepares to sell smartphones based on Microsoft's Windows Phone software, it said in a blog posting on Monday.

Starting with services on some new Nokia phones in July and August, Ovi services will be rebranded as Nokia services in a transition that the company expects will continue into next year, according to a blog post. For example, Ovi Maps will become Nokia Maps.

It is only a name-changing exercise and the services will continue as before. It's likely that anybody buying a new Nokia smartphone or mobile phone later this year will see the new branding on services included on them. Users that already own a Nokia phone will see the new branding through future software updates, Nokia said.

The Ovi services brand was born in 2007, and has seen it fair share of problems. Nokia's answer to Apple's App Store, the Ovi store couldn't cope with demand on opening day. However, insufficient demand seems to have put an end to another Ovi service in some countries: In January the company said it would stop offering Ovi Music Unlimited in 27 of the 33 countries where it operated.

The abandonment of Ovi is an admission that the stand-alone brand has failed, and will now act as a way to reduce consumer confusion as the partnership with Microsoft grows, CCS Insight wrote in a research note.

The reasons for this decision includes the fact that Nokia is a well-known brand the world over, Nokia's chief marketing officer Jerri DeVard said in the blog post.

The change is the first "bold move" made by DeVard since she joined the company in January, according to CCS Insight. Nokia's brand is not as a today as it was five years ago, but it still carries a lot of resonance in emerging markets, said Geoff Blaber, analyst at CCS Insight.

Since Nokia announced its intention to move to Windows Phone as its primary smartphone operating system, the company has made a number of changes, including outsourcing its Symbian software activities to Accenture and transferring 3,000 employees to the consulting company in the process.

However, the company hasn't yet said when the first Nokia Windows smartphone will arrive. The company won't divulge ship dates until closer to when the first phones arrive, but the pressure is on to deliver the devices this year, Nokia CEO Stephen Elop said when the company announced its first quarter results.

Send news tips and comments to

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags mobilesmartphonesNokiasoftwareapplicationstelecommunicationPhonesconsumer electronicsPhone applicationsMobile operating systems

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Mikael Ricknäs

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?