In an yet another attempt to consolidate the Nokia Brand, Nokia rebrands the OVI STORE to NOKIA SERVICES. Nokia will begin this rebranding exercise in July 2011 and will complete the transition by end of 2012. Each of the services under OVI Store such as games, maps, media, music and messaging will be rebranded under only single umbrella called Nokia Services.
The rationale for this move stems from the belief that NOKIA is a globally recognized brand and much more popular than the OVI brand. And nokia does not want to dilute its branding and marketing activities across NOKIA and OVI. This move makes sense. But why did they create a separate brand in the first place? It is becoming very difficult to understand and comprehend the strategies and changes adopted by Nokia. They have stopped support for Symbian platform – a move which attracted lot of developer wrath. Even though Nokia claims that this is a simple name changing exercise, the undercurrents are too strong to receive it the way nokia wants to!
Nokia’s EVP and Chief Marketing Officer, Jerri DeVard explains the shift:
“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 compellingopportunities 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. These last few years, and moving forward, our mission remains unchanged: we will continue our work to deliver compelling, unified mobile service offerings and next-generation, disruptive technologies.”