Nokia Rebranding to Bring All Services Under One Name; To Take Effect This July

May 17, 2011, By Sanjeev Ramachandran

It’s going to be Nokia all over! The world’s largest mobile handset maker by volume, will witness a major rebranding this season. The idea is to centralize the service identity under one brand name, ‘Nokia’. Their internet services will no longer be known as Ovi but just Nokia. This change will goon stream starting July this year. The rebranding will reinforce the powerful master brand of Nokia and unify the brand architecture.

All these days, Ovi could be accessed through mobile and computer devices and the service opened up facilities like maps, music and other media services. The service came into being from 2008. The rebranding of the Ovi services will be completed by the end of 2012.

One prominent reason for such a move by the company could be the fact that Nokia is a very popular brand name world over. So, the company feels that there is a need for them to integrate the mobile services they provide with their own devices and they don’t want the customers to feel any sort of differentiation.

Over the past years, we have been seeing Nokia losing market share in the smartphone market. They have been up against Apple in some intense and tough battle. It’s now a good time for them to regroup and start their hoardings from scratch again.

Late April, we had also come to know of Nokia’s plans to outsource their Symbian software activities and adopt Microsoft’s Windows operating system. What is your take on this whole rebranding initiative and what do you think will be its effect on the market? Please let us know.

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