& cplSiteName &

Nokia Dumps Ovi Brand Name

Sarah Thomas
5/16/2011
50%
50%

Nokia Corp. (NYSE: NOK) is rebranding its Ovi service strategy aptly as "Nokia," in an effort to unify the brand, the handset maker announced Monday in a blog post.

Nokia isn't changing its strategy or its level of support for developers, the post stressed. It's just changing the name on its four-year-old Maps, Mail and Ovi Store mobile apps businesses as "there is no longer a differentiation" between its devices and mobile experiences.

Nokia will begin the name transition in July and expects it to be complete by the end of 2012.

Why this matters
Nokia doesn't mention the real impetus for the change in its blog post, but it clearly has to do with its adoption of the Microsoft Corp. (Nasdaq: MSFT) operating system for future smartphones. As part of the deal, Nokia will use nearly all of Microsoft's software products, with the exception of Maps, so there is little need for a third brand name in Ovi.

Interestingly, rumors sprung up Monday that Nokia could be set to sell its mobile phone business to Microsoft soon. Blogger Eldar Murtazin, who has a track record of accurate Nokia intel, reports that the negotiations will begin next week, although the results will not be made public immediately.

Even if the acquisition doesn't come to fruition -- and many doubt it will -- changing the Ovi name makes sense to simplify the merged brand for customers.

For more
Read up on the Nokia/Microsoft chronicles in the following stories:



— Sarah Reedy, Senior Reporter, Light Reading Mobile

(5)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
DCITDave
50%
50%
DCITDave,
User Rank: Light Beer
12/5/2012 | 5:05:17 PM
re: Nokia Dumps Ovi Brand Name


Why exactly would Nokia sell its mobile phone business?


Why would Microsoft want a huge hardware business when it has to sell Windows Phone to Samsung and others? 


 

paolo.franzoi
50%
50%
paolo.franzoi,
User Rank: Light Beer
12/5/2012 | 5:05:16 PM
re: Nokia Dumps Ovi Brand Name


Okay, well everybody has ignored you.


Part 1 - Why would Nokia sell?  For enough money any company will sell anything. Maybe Nokia believes there is a better way to invest its money than in handsets. 


Part 2 - Why would Microsoft buy?  Better question.  Apple might be the answer.  I listened to your Podcast and I still don't buy Stela's viewpoint.  There is a presumption that good devices will be created running Windows Mobile OS.  Not an obvious thing.  They might be wonderful phones but neither Nokia nor Microsoft have done that well in this smartphone thing.


So back to the question, maybe Microsoft has decided that having devices that are integrated with the OS are really important things.  Google made its own phones (which have failed and I am a G1 user), but has done better selling to others.


Maybe they have decided that this is the next gaming platform...who knows?



Most of these "talks" go nowhere even if they do occur.


seven


 

DCITDave
50%
50%
DCITDave,
User Rank: Light Beer
12/5/2012 | 5:05:15 PM
re: Nokia Dumps Ovi Brand Name


I don't think Stela was assuming they'd make great devices as much as she's betting that the ROW gives the Nokia brand a lot more leeway than we in the US (especially the business press) do. And Nokia's market power is tough to beat and good for MSFT.


But...


I like your point about Apple and I do think the integration between devices and software is an underplayed story, especially in telecom.


But this raises a question: What would an acquisition give MSFT that a close partnership can't in the short term? I don't know that investors of either company would be easily convinced that a marriage is better than friends with benefits.

joset01
50%
50%
joset01,
User Rank: Light Beer
12/5/2012 | 5:05:14 PM
re: Nokia Dumps Ovi Brand Name


Not sure I agree:


Google made its own phones (which have failed and I am a G1 user), but has done better selling to others.



Actually Google never actually made the leap into entirely delivering a phone under its own name like Apple did. The Nexus phones are delivered by HTC and Samsung and they never made a secret of that.


Of course, a phone of its own was never the point for Google. They needed a platform to continue to serve ads as computing and search went mobile. They succeeded incredibly well with Android when looked at that from that perspective.

paolo.franzoi
50%
50%
paolo.franzoi,
User Rank: Light Beer
12/5/2012 | 5:05:13 PM
re: Nokia Dumps Ovi Brand Name


 


I understand your point Dan.  I would point out that Apple phones are made in China by a 3rd party.  So, it all depends on your perspective of "made" or manufactured.  Perhaps branded would have been a better choice.  Even designed would be a tough one as I suspect there was a joint design process.


Phil to your comment.  To buy a new phone means that somebody is switching.  Windows phones (from the research I have seen) are poorly regarded by their users.  I don't care who you are, get a rep for bad products and you will lose any brand credibility.


seven


 


 

From The Founder
Kicking off BCE 2017, Light Reading founder Steve Saunders lays blame for NFV's slow ramp-up and urges telecom to return to old-fashioned standards building and interoperability.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
Women in Comms Introduction Videos
Cisco: Mentoring Critical to Attract & Retain Women

7|19|17   |   6:40   |   (1) comment


Liz Centoni, senior vice president and general manager of Cisco's Computing System Product Group, shares why mentoring in all its forms is important for women and what Cisco is doing that's made a difference for women in tech.
LRTV Custom TV
Gigabit LTE With Snapdragon 835

7|12|17   |     |   (1) comment


At an event in Wembley stadium, EE used its live network to demonstrate gigabit LTE using a Sony Xperia XZ Premium smartphone with a Qualcomm Snapdragon 835 chip.
LRTV Custom TV
Implementing Machine Intelligence With Guavus

7|12|17   |     |   (0) comments


Guavus unites big data and machine intelligence, enabling many of the the largest service providers in the world to save money and drive measureable revenue. Learn how applying Machine Intelligence substantially reduces operational costs and in many cases can eliminate subscriber impact, meaning a better subscriber experience and higher NPS.
LRTV Custom TV
Unlocking Customer Experience Insights With Machine Intelligence

7|12|17   |     |   (0) comments


When used to analyze operational data and to drive operational decisions, machine intelligence reduces the number of tasks which require human intervention. Guavus invested in Machine Intelligence early. Learn about the difference between Machine Learning and Machine Intelligence.
Women in Comms Introduction Videos
Verizon VP Talks Network, Career Planning

7|12|17   |   4:49   |   (0) comments


Heidi Hemmer, vice president of Technology, Strategy & Planning at Verizon, shares how bold bets and the future of tech define her career.
Telecom Innovators Video Showcase
Masergy's NFV Journey

7|11|17   |     |   (0) comments


Ray Watson, vice president of global technology at Masergy, discusses the advantages and challenges in entering the still-maturing NFV market for the past three years.
Telecom Innovators Video Showcase
Mavenir on RCS Cloud Platform & Multi-ID

7|10|17   |     |   (0) comments


Guillaume Le Mener, head of marketing and corporate development at Mavenir, discussed RCS and the recent launch of Multi-ID, which supports T-Mobile's DIGITS, the revolutionary new technology that breaks down the limitation of one number per phone and one phone per number.
LRTV Custom TV
ADTRAN Executive Outlines Trends in Next-Generation 10-Gigabit Cable Networks

7|10|17   |     |   (0) comments


Hossam Salib, VP of Cable and Wireless Strategy at ADTRAN, outlines key trends as MSOs begin to deploy next-generation Gigabit and 10-Gigabit cable networks. In the interview, Hossam outlines the advantages of a Fiber Deep architecture, FTTH options including EPON and RFoG, and the importance of SDN and NFV in building next-generation high-bandwidth cable networks.
LRTV Interviews
Global Capacity: Bandwidth Demand Driving Ethernet Growth

7|6|17   |   6:37   |   (0) comments


At Light Reading's Big Communications Event in Austin, Texas, Global Capacity's VP of Marketing Mary Stanhope talks about how the demand for bandwidth is changing the way service providers deliver broadband services.
LRTV Interviews
Colt's Services Chief on Digital Delivery

7|5|17   |   16:12   |   (0) comments


Rogier Bronsgeest, the chief customer experience officer (chief CEO!) at Colt, discusses the way in which the service provider interacts with its customers these days and his aggressive net promoter score (NPS) targets.
Women in Comms Introduction Videos
BT VP: Women Should Fill Security Talent Gap

7|5|17   |   6:00   |   (2) comments


By 2020 there will be six security jobs for every qualified worker, and Kate Kuehn, vice president of Security for BT in the Americas, says BT wants to encourage women to fill the shortage in jobs.
LRTV Interviews
Colt Sales Exec on Services Trends

7|4|17   |   12:59   |   (0) comments


Colt's sales director for enterprise, James Kershaw, sheds some light on the services currently in demand and how network upgrades are influencing customer demand.
Upcoming Live Events
September 28, 2017, Denver, CO
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Mobile to Power Online Video Consumption – Zenith
Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation, 7/19/2017
Can Mushroom Sprout in Crowded SD-WAN Field?
Carol Wilson, Editor-at-large, 7/18/2017
AI Will Be Ubiquitous in 2020 but Overhyped in 2017 – Gartner
Sarah Thomas, Director, Women in Comms, 7/18/2017
Facing the Facebook Video Threat
Gary Miles, Chief Marketing Officer, Amdocs, 7/17/2017
The Finger-Lickin' Fone: A Plucky Effort?
Ray Le Maistre, International Group Editor, 7/14/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Following a recent board meeting, the New IP Agency (NIA) has a new strategy to help accelerate the adoption of NFV capabilities, explains the Agency's Founder and Secretary, Steve Saunders.
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
Animals with Phones
Fuzzy Quick Fix Click Here
If you can't access it, is it really broken?
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.