Feeds

Nokia finally gives Ovi brand a mercy bullet

Services are still there for now

High performance access to file storage

"People often ask, 'What's a "Nokia"? – is it some new kind of yoga or a fashionable new diet?' Then you remind them – it's the platform for the Ovi mobile services experience – and the fog of confusion quickly clears."
The Register, August 2010

Tears will be shed in Shoreditch and Soho tonight as Nokia has confirmed it is finally ditching its Ovi brand – ending one of the most expensive and unsuccessful branding adventures in tech history. We advised it to drop the brand two years ago.

But don't get too excited just yet. Ovi services will continue, the company promises, under the slightly better-known Nokia moniker.

The news was accompanied by some priceless Boutiquespeak on the corporate blog:

According to Jerri DeVard, Nokia's Chief Marketing Officer:

“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.”

Ovi means "door" in Finnish

Ovi will be phased out by next year, she said. Nokia's partnership with Microsoft has led to speculation that it will increasingly rely on Microsoft for services, rather than build its own.

The original strategy, introduced in 2007, wasn't a bad idea. The intention was to increase customer loyalty by bundling unique Nokia services with the phone - so punters came back for more. Ovi would be the umbrella brand for music, maps and the games initiative N-Gage, or as Nokia put it "the one-stop destination for communities, content context and more".

But many punters preferred to use services that already existed, and that they knew worked: Facebook, Flickr, and Google Maps for example. They saw the phone as a means to an end.

And the execution - as with anything software-related at Nokia - was abysmal. Crucial work was outsourced to Shoreditch-types who delivered poor quality software. As a result Ovi was a strong disincentive to buy a Nokia phone - when devices from rivals could get you to where you wanted to go quicker and easier. Even if it does little else, at least the Microsoft partnership should redress that.

Nokia says roadmaps are unchanged.

Ovi reverts to its original meaning - it's the Finnish word for "door", and not, as youngsters might presume, "bloated and dysfunctional piece of software". ®

High performance access to file storage

More from The Register

next story
Android engineer: We DIDN'T copy Apple OR follow Samsung's orders
Veep testifies for Samsung during Apple patent trial
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Batten down the hatches, Ubuntu 14.04 LTS due in TWO DAYS
Admins dab straining server brows in advance of Trusty Tahr's long-term support landing
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Half of Twitter's 'active users' are SILENT STALKERS
Nearly 50% have NEVER tweeted a word
Windows XP still has 27 per cent market share on its deathbed
Windows 7 making some gains on XP Death Day
Internet-of-stuff startup dumps NoSQL for ... SQL?
NoSQL taste great at first but lacks proper nutrients, says startup cloud whiz
Windows 8.1, which you probably haven't upgraded to yet, ALREADY OBSOLETE
Pre-Update versions of new Windows version will no longer support patches
Microsoft TIER SMEAR changes app prices whether devs ask or not
Some go up, some go down, Redmond goes silent
Red Hat to ship RHEL 7 release candidate with a taste of container tech
Grab 'near-final' version of next Enterprise Linux next week
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
HP ArcSight ESM solution helps Finansbank
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.