No longer called Ovi, but Nokia Services, this will be the area for mobile applications and services for the telephone company. The name change was necessary for the company to strengthen its brand, which is no longer as strong as it once was.
Nokia has announced that, by 2012, the Ovi brand will be phased out, and all mobile content and applications will be consolidated under a single umbrella name: “Nokia Services”. The official reason from the Finnish corporation is linked to strengthening the Nokia brand, which has lost prominence in recent times.
For years, Nokia was the undisputed leader in mobile telephony. It had even managed to distance itself from Motorola, one of the early brands associated with mobile, which has seen a relentless decline in recent years. However, with the evolution of smartphones, the Finnish company struggled to keep pace with new and established brands like HTC, Samsung, and especially Apple and BlackBerry.
For the relaunch of such a beloved brand, Nokia is relying on significant partnerships, like the recent one with Microsoft, which entails adopting Windows Phone 7 on its devices instead of the Symbian operating system we’ve known over the years. Now, it’s making another attempt by phasing out the Ovi project and moving all services under “Nokia Services”, which emphasizes the brand. Users who have utilized Ovi services for years will not need to take any action. The company will either migrate all services to the new area or provide updates to facilitate the transition. New purchasers of Nokia-branded phones will find the new section in place of Ovi.
Nokia’s brand awareness strategy is restarting with the retirement of Ovi and the relaunch of the new area named Nokia Services. We will have to wait and see if a name change is enough to revive a well-liked brand that, perhaps more due to the capabilities of others than its own shortcomings, has seen its prestige and a significant portion of its mobile business diminish.
Pubblicato in Mobile & App
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