Light Reading
Finnish company rebrands its services strategy to just plain 'Nokia,' as talks of a Microsoft acquisition escalate

Nokia Dumps Ovi Brand Name

Sarah Reedy
LR Mobile News Analysis
Sarah Reedy, Senior Editor
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
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


 


 

Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Interviews
CenturyLink: Building the Case for NFV

12|19|14   |   02:14   |   (0) comments


At the 2020 Vision Executive Summit, James Feger, VP, Network Strategy & Development at CenturyLink, talks about how the US operator is approaching virtual network functions from an operational and business case perspective.
LRTV Interviews
Liberty Global Sees Business Goldmine

12|18|14   |     |   (0) comments


Steen Sorensen, VP of business services for Liberty Global, explains where the giant international MSO sees growth potential.
LRTV Documentaries
EE: The Road to 5G

12|16|14   |   16:02   |   (1) comment


Andy Sutton, the principal network architect at UK mobile operator EE, explains how his company is using Wembley stadium as a wireless test bed and how that's helping EE to plan the evolution to 5G.
LRTV Huawei Video Resource Center
Highlights of Huawei's NFV Open Cloud Forum 2014

12|16|14   |     |   (0) comments


Huawei hosted its inaugural NFV Open Cloud Forum during the SDN & OpenFlow World Congress 2014 in Düsseldorf, Germany. The Forum brought together technology thought leaders, senior executives and telecom professionals from global carriers, industry associations, as well as other partner companies in the ecosystem, to exchange views on and collectively explore how ...
LRTV Custom TV
Realizing Operators' Digital Vision

12|16|14   |   5:23   |   (0) comments


Leveraging technology is fundamental to digital transformation but understanding customers and serving them really well is at the heart of digital businesses. TM Forum lists the following as the strategic pillars of the digital business: business agility and rapid innovation, operational agility and effectiveness, IT and data centricity, plus customer centricity. ...
LRTV Documentaries
US Cellular Injects Analytics Into LTE

12|16|14   |   2:57   |   (1) comment


US Cellular's Mario Vela explains how the operator uses analytics for network planning and what comes next as the carrier looks to eke more value out of its metrics.
LRTV Interviews
How Cox Biz Plans to Keep Growing

12|15|14   |     |   (2) comments


Steve Rowley, SVP of Cox Business, details how the third-biggest US MSO intends to boost its revenues to $2 billion and beyond over the rest of the decade
LRTV Huawei Video Resource Center
Interview With Bill Zhang, Director of SoftCOM Product Management, Huawei

12|15|14   |   2:50   |   (0) comments


Bill Zhang elaborated on Huawei's open philosophy in NFV solution development and network architecture design at the SDN & OpenFlow World Congress 2014.
LRTV Huawei Video Resource Center
Event Highlights: Huawei at SDN & OpenFlow World Congress 2014

12|15|14   |   3:43   |   (0) comments


Huawei joined the 2014 SDN & OpenFlow Congress as one of the key sponsors and contributors. At the event, Huawei reinforced the openness and flexibility of its network infrastructure strategies, and provided updates on its SDN and NVF innovations. Through participations at the exhibitions, forums and speeches, Huawei encouraged the industry to "think bigger and ...
LRTV Interviews
How Cable Biz Services Hit $10B Mark

12|12|14   |     |   (1) comment


Cable operators reached $10 billion in annual business services revenues by delving deeper into their vertical markets and expanding beyond the smallest firms.
LRTV Documentaries
Mediacom Aims to Test Connected Tractors

12|11|14   |   05:07   |   (3) comments


Cable business service provider is taking its services to the 'agribusiness' sector in partnership with farm equipment specialist John Deere and is getting involved in Gigabit Cities developments.
LRTV Interviews
TWC Business Looks Beyond $3B

12|10|14   |     |   (0) comments


TWC Business Services chief Phil Meeks explains how his unit has reached $3 billion in annual revenues and what its plans are for next year.
Upcoming Live Events
February 10, 2015, The Westin Peachtree Plaza, Atlanta, GA
March 17, 2015, The Cable Center, Denver, CO
April 14, 2015, The Westin Times Square, New York City, NY
May 6, 2015, McCormick Convention Center, Chicago, IL
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Hot Topics
T-Mobile, BlackBerry Flirt With Reuniting
Sarah Reedy, Senior Editor, 12/17/2014
1-Gig: Coming to a Small Town Near You
Jason Meyers, Senior Editor, Gigabit Cities/IoT, 12/17/2014
Comcast Launches 4K Streaming Service
Alan Breznick, Cable/Video Practice Leader, 12/18/2014
US Carriers, You're Going to Cuba!
Mitch Wagner, West Coast Bureau Chief, Light Reading, 12/18/2014
T-Mobile Lights Up 27 Wideband LTE Cities
Sarah Reedy, Senior Editor, 12/15/2014
Like Us on Facebook
Twitter Feed
Webinar Archive