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.
Jonestown
Mobile Backhaul: Going to the Dark Side?

10|30|14   |   2:26   |   (0) comments


Heavy Reading's Patrick Donegan shares his view on a dark trend that bubbled up at Light Reading's annual backhaul conference in NYC.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With CEO of SwitchCom

10|30|14   |   4:13   |   (0) comments


SwitchCom, an IT company based in Angola, recommends a variety of Huawei solutions and hardware to their customers in the energy industry.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Ethiopia's Ministry of Water Irrigation & Energy

10|30|14   |   4:08   |   (0) comments


Gosaye Mengistie of Ethiopia's Ministry of Water Irrigation & Energy discusses the collaboration with Huawei in that country.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Dongfang Electronics Corporation

10|30|14   |   5:46   |   (0) comments


Dongfang Electronics Corporation, headquartered in Chengdu, China, is one of China's largest manufacturers of power generators and contractors of power station projects.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Zimbabwe's Customers

10|30|14   |   3:31   |   (0) comments


Representatives of Zimbabwe's Ministry of Power and Development discuss the energy needs of their country as well as new areas of improvement due to enhanced ICT capabilities.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Colbún Chile

10|30|14   |   4:29   |   (0) comments


In Chile, an aging energy infrastructure was in dire need of a modern update. Claudio Valenzuela of Colbún discusses how Huawei's ICT solutions continue to provide crucial information to improve the grid and how an in-country engineer is a cricial asset.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With YuLiao

10|30|14   |   6:27   |   (0) comments


Yu Liao, chairman of the Chinese Association for Renewable Energy in Germany, discusses the role that ICT solutions play in helping to grow renewable energy resources in Germany.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview

10|30|14   |   2:54   |   (0) comments


Sifang has been working with Huawei on several projects. JingTao Wu, Assistant President of Beijing Sifang Automation Co. Ltd., believes that the cooperation with Huawei can facilitate Sifang's process of internationalization.
LRTV Huawei Video Resource Center
A Better Connected Smart Grid: Powering Laos

10|30|14   |   5:38   |   (0) comments


Representatives of Electricite Du Laos (EDL), a state-owned corporation, discuss the importance of ICT solutions in serving their country's energy needs.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Junwei Lu

10|30|14   |   4:50   |   (0) comments


Professor Junwei Lu of Griffith University Australia describes his work with micro grid technology and the future of the power industry.
LRTV Documentaries
The Next-Gen Network Disconnect

10|29|14   |   01:23   |   (2) comments


There's a lot of talk about making networks more simple with SDN, NFV and next-gen broadband technology – but what about the complexity of introducing such capabilities?
LRTV Custom TV
Grow Your VPN Service Revenue

10|27|14   |   4:00   |   (0) comments


Watch how CSP product managers can better differentiate and maximize the value of their Internet, VPN and cloud services for business services customers, by adding premium application performance visibility to their data services.
Upcoming Live Events
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
May 6, 2015, McCormick Convention Center, Chicago, IL
May 30, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Microsoft's Skype Embraces WebRTC on IE
Sarah Reedy, Senior Editor, 10/27/2014
FTC Slaps AT&T With Throttling Lawsuit
Sarah Reedy, Senior Editor, 10/28/2014
Wheeler Gets Down With OTT
Mari Silbey, Independent Technology Editor, 10/29/2014
China's MVNOs Hit the Wall
Robert Clark, 10/27/2014
Let's Not Kill SDN & NFV With Silos
Francois Locoh-Donou, Senior VP, Global Products Group, Ciena, 10/28/2014
Like Us on Facebook
Twitter Feed