Nokia kills off Ovi mobile brand following Windows Phone ’07 decampment

“Nokia is to stop using the Ovi brand to sell music, games and mobile apps,” BBC news reports. “The company said it planned to wind up the four-year-old project and would be offering services under the Nokia name in future.”

“The changeover was announced on Nokia’s Ovi blog by editor Pino Bonetti,” The Beeb reports. “He wrote: ‘The main reason for this change is so we can leverage the high-value of the Nokia master brand to better support future plans to deliver disruptive and compelling mobile experiences globally.’ Mr Bonetti assured users that the only change to the service would be its name.”

“Industry watchers said that it made sense for Nokia to ditch the Ovi brand following its agreement with Microsoft to use Windows on its smartphones,” The Beeb reports. “‘The problem was they created a brand out of something that did not need to be branded,’ said Stuart Miles, editor of ‘With the move to Windows Phone 7 they are not going to be able to keep the Ovi store. That was going to get very confusing.'”

The Beeb reports, “According to figures from IDC, Nokia’s share of the smartphone market fell from 57% in 2009 to 20.8% in 2011. In an attempt to turn the tide, it announced a strategic alliance with Microsoft in February 2011. Nokia said that there would be substantial job losses as a result of the deal.”

MacDailyNews Take: In this case, “strategic alliance” means “desperate capitulation.” Loser + Loser ≠ Winner.

Read more in the full article here.

[Thanks to MacDailyNews Reader “ChrissyOne” for the heads up.]

Related articles:
IDC: Apple closes in on Nokia; now #2 in worldwide smartphone market share – May 6, 2011
IDC: Apple takes #1 spot from Nokia in Western European smartphone market – May 6, 2011
Nokia cuts jobs, slashes R&D; adopts Microsoft’s Windows Phone ’07 in iPhone killer quest – February 11, 2011
More blood on Apple iTunes Store’s play button: Nokia pulls plug on ‘Comes With Music’ – January 17, 2011


  1. Microsoft is the Marcus Junius Brutus of the tech world. First they come forward and embrace you, kissing you on both cheeks with the words, “You are my friend & father.”

    Then they loudly proclaim their friendship with you to all and sundry in the friendliest possible terms, “See, I’m your friend, great Caesar. I have said so in the market place and forum to the world at large.”

    Then at the fomenting of Casca (Ballmer) whispering in Brutus’s ear, “He is a threat, kill him,” Microsoft will deliver the coup-de-grace in the softest possible terms by burying a dagger in you in full view of the public.

    But at least that’s not as bad as how low Google will stoop. They will proclaim something to be open when it is in fact closed. Stealing your intellectual property is a byword for them. They are like a thief in the night, a Muammar Gaddhafi of the west if you will.

  2. “…plans to deliver disruptive and compelling mobile experiences globally.”
    Whats wrong with that statement? If a company focuses on delivering a compelling mobile experience (such as Apple) it will naturally follow that it will be disruptive. Don’t try to be disruptive for the sake of being disruptive.

    1. It amazes menthe crap that flows from the mouths of crApple fans. You all are side-lined as Android spanks your market share, and WP7 has exciting new announcements month after month. The Mango update and the 2nd round of WP7 devices will be amazing, and you all will be here grumbling about how shitty Google and Microsoft are. While still waiting for a baby step of innovation from the vapor that is iPhone 5. ipad 2 anyone? 😉

      1. OMG! You’re so right! What have we been thinking all this time? Thank you so much for pointing out the error in our ways. Truly, Android is the way to go. Fragmentation is incredible. An insecure mobile OS is awesome. The countless choices of plasticky phones is desirable. And Microsoft’s “We finally got something that doesn’t completely suck” mobile OS is taking over. It’s all true.

        Although, I still have the inclination to tell you to “GO F YOURSELF”. Luckily your post has reminded me not to let that flow from my mouth.

  3. He wrote: ‘The main reason for this change is so we can leverage the high-value of the Nokia master brand to better support future plans to deliver disruptive and compelling mobile experiences globally.’

    Do any investors actually believe that this sentence makes any sense at all? It’s all meaningless corporate & political sewage. Scott Adams would no doubt have great fun with Nokia’s mission statement.

    1. I can see that the tortured PR writing is what caught everyone here, like me, the most. That one sentence was a buzz word bonanza.

      On the subject of writing, the headline makes little sense either. In relationship to Nokia, Windows Phone 7 has “encamped”, not “decamped”. It has arrived, not departed.

  4. The use of the word “disruptive” in this case is merely the use of an emotional trigger word out of proper context used to make suckers go ‘ooh’ and ‘ahh’ — similar to the use by Google of the emotional trigger word ‘open’.

  5. Will they actually have any market share left by the time they launch Win phone 7? Oh how the mighty have fallen. No doubt the BBC reported it as if this a momentary dip as they adjust to the new structure with the mighty Microsoft in their normal brown nosing way.

  6. Better that Nokia’s execs merely decide & do, ala Apple. Rambling on with crapspeak, is bad PR. Let’s see 2/3rd’s smartphone market share lost in 2 years. Smell panic?

    My Guess: Board and Executive members at Nokia are imbued with this sort of crapspeak, while smiling at themselves. Meanwhile, as the Titanic Nokia sinks, as they silently gather their golden parachute for their lifeboats.

    It reminds me of the RIM duopoly, the Palm CEO in 2007, & earlier DELL founder, all of which issued comments that never should have seen the light of day. All of those CEOs most certainly regret opening their mouths, but I’ll bet they can deliver a 2 minute monologue as to why they were right.

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