Feeds

Nokia finally gives Ovi brand a mercy bullet

Services are still there for now

5 things you didn’t know about cloud backup

"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". ®

Boost IT visibility and business value

More from The Register

next story
Munich considers dumping Linux for ... GULP ... Windows!
Give a penguinista a hug, the Outlook's not good for open source's poster child
The Return of BSOD: Does ANYONE trust Microsoft patches?
Sysadmins, you're either fighting fires or seen as incompetents now
Intel's Raspberry Pi rival Galileo can now run Windows
Behold the Internet of Things. Wintel Things
Microsoft cries UNINSTALL in the wake of Blue Screens of Death™
Cache crash causes contained choloric calamity
Eat up Martha! Microsoft slings handwriting recog into OneNote on Android
Freehand input on non-Windows kit for the first time
Time to move away from Windows 7 ... whoa, whoa, who said anything about Windows 8?
Start migrating now to avoid another XPocalypse – Gartner
You'll find Yoda at the back of every IT conference
The piss always taking is he. Bastard the.
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.