In a blogpost over at Nokia Conversations titled The Evolution of Nokia and Ovi, Nokia gave us a glimpse of its future plans. Ovi, which is a Finnish word meaning ‘Door’, was ironically shown the door by Nokia.
Nokia has a wide range of services with the Ovi brand name: Ovi Maps, Ovi Music, Ovi Store, Ovi Mail and Ovi Contacts are a few. The term Ovi will be replaced by Nokia. It is to be noted that a couple of years ago, the services offered by Nokia were Nokia Maps, Nokia Messaging etc. They then changed it from Nokia to Ovi, and now are changing it back. Such uncertainty is not good for brand recognition, as people were just beginning to identify Ovi with Nokia.
Nokia’s EVP and Chief Marketing Officer, Jerri DeVard explains :
“We have made the decision to change our service branding from Ovi to Nokia. By centralizing our services identity under one brand, not two, we will reinforce the powerful master brand of Nokia and unify our brand architecture – while continuing to deliver compellingopportunities and experiences for partners and consumers alike.”
This is solely a name-changing exercise and the service roadmaps will continue exactly as planned. The only difference consumers can expect to see is the replacement of the word Ovi with Nokia, not only on their device software but also in other places such as printed material or online media and advertisements
This has also opened the door for a lot of hilarioustweets and comments:
“Finnish would really confuse that Nokia have door and windows product. it would make them wonder if nokia come back to sell household product.” says Cycnus.
“On a side note, the 2012 prophecy has actually turned out to be true in Ovi’s case!” says Rounak Jain
“That’s a good news, because we, in Hungary, can’t stop laughting on OVI, because it means ‘kindergarten’ in hungarian”, says user GK / LKA Team
There is also a lot of confusion, with a lot of people wondering what will happen to their NAME@ovi.com email addresses. Nokia had majorly promoted Ovi Mail as a first email address to Mobile Only users in many developing countries. We hope this doesn’t leave them in the lurch.
What do you think of the brand change? Is it a welcome move from a CEO who is determined to lift his company up, or is it a sign of a confused management dancing to the tunes of the US Press?