Nokia has announced that it will be re-branding its line of Ovi services, drawing them back under the Nokia fold. As a result, the Ovi brand will be gradually discontinued.
Anyone who has recently owned a Nokia smartphone should know the Ovi moniker well. Since 2007, basic services like mail and app shopping have been labeled “Ovi [blank]” on Nokia devices (Ovi Mail, Ovi Store, etc).
However, the word Ovi, which means “door” in Finnish, is going out the window, as Nokia looks to consolidate its terms and branding. All Ovi services will be renamed and re-branded as Nokia services over the course of 2011 and 2012. So Ovi Mail will become Nokia Mail, the Ovi Store will be the Nokia Store, and any trace of Ovi will just be a memory.
Jerri DeVard, Nokia’s Chief Marketing Officer, explains Nokia’s rationale for dumping Ovi: “By centralizing our services identity under one brand, not two, we will reinforce the powerful master brand of Nokia and unify our brand architecture.”
Changes should start to be seen by July and August of this year, specifically on new Nokia products. By 2012 Nokia hopes to have completed the transition, with current Nokia products shedding the Ovi brand name after software updates.