Nokia Kills Ovi Brand, Ovi To Be Rebranded As Nokia

Nokia’s OVI store had a disastrous launch and two years later, the company has announced killing the OVI brand. All the Ovi services will be rebranded as Nokia services in a transition expected to continue into 2012. Each of the services under the Ovi umbrella will simply be rebranded as Nokia, with no planned disruption to the service roadmaps.

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 transition from Ovi to Nokia will begin in July this year, with the intention of it being completed across all countries and all services by the end of 2012. It’s likely that anybody buying a new Nokia smartphone or mobile phone later this year will start to see the new branding on services included within. However anybody already owning a Nokia phone will see this new rebranding through future software updates.

This is solely a name-changing exercise and the service roadmaps will continue exactly as planned. The only difference consumers can expect to see is the replacement of the word Ovi with Nokia, not only on their device software but also in other places such as printed material or online media and advertisements.[source]

Given the fuzziness around Nokia’s future (Nokia’s Open Letter to Developers [What About Symbian?]), this completely comes as a shocker. The company should try to regain developer’s trust (who are now moving to Android) and name changing (which is probably done post-Microsoft deal) does more harm than good.

What’s your opinion?

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OVI Statistics

  • Ovi Store attracts 3.5 million downloads a day, with an average of 2.6 apps downloaded per visit.
  • About 90% of Ovi Store traffic converts to downloads.
  • Of Ovi Store’s signed-in users, 85% are repeat visitors.
  • Each active user averages 8.5 downloads per month.
  • Active users represent more than 190 countries.
  • Games are No. 1 among paid downloads, and apps are No.1 among free downloads.
  • 40% of the content downloaded are games and 30% are apps.
  • 90% of Ovi Store users have Ovi Store in their local languages.
  • 400,000 new Forum Nokia developers were added in the last 12 months.
  • 92 publishers have over 1 million downloads each on Ovi Store.

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