Nokia’s “burning platform” continues today as they have announced this July and August will see them rebrand their OVI services. “OVI” is the Finnish word for door and it’s now officially closed. Basically they are ditching the name and the millions of invested dollars to simply be known as “Nokia” services. The transition will go into 2012 and although there is “no planned disruption to the service roadmaps” Nokia states that “the only difference consumers can expect to see is the replacement of the word Ovi with Nokia”. Probably the bigger picture here is the recent Nokia/Microsoft partership that will see “Nokia Maps will be a core part of Microsoft’s mapping services”.
Nokia’s EVP and Chief Marketing Officer, Jerri DeVard said that “We have made the decision to change our service branding from Ovi to Nokia. By centralizing our services identity under one brand, not two, we will reinforce the powerful master brand of Nokia and unify our brand architecture – while continuing to deliver compelling opportunities and experiences for partners and consumers alike. The reasons for this decision includes the fact that Nokia is a well-known and highly-loved brand the world over. Our mobile experiences are tightly integrated with our devices – there is no longer a differentiation. For example, if consumers want the best mobile navigation experience, they know it’s a Nokia that they can rely on.”
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