Nokia abandons Ovi Brand

Zhanjingkonokia announced yesterday that it would gradually abandon its service brand "Ovi" and replace it with the company brand Nokia, from Ovi to Nokia, starting from July this year, and is expected to complete all areas and services by the end of 2012. Nokia Executive Vice president and chief marketing officer Jerri Devard said: "By focusing on a brand, rather than using two brands, we will strengthen the brand image of Nokia and unify our brand architecture."　　Nokia said it would only change its name, and the road map for Nokia's mobile apps would remain unchanged. Nokia launched the "Ovi" brand in London in August 2007 for its service applications, such as maps and music, when Nokia CEO Kallasvuo said the company would become an internet company. Nokia launched the OVI Software Store service in more than 180 countries and regions in May 2009, and in mid-October Nokia launched its Chinese version of the Ovi Store to test commercial services.　　However, last September 20, Kallasvuo, who has been the CEO for 4 years, resigned as CEO of Microsoft's Business software division, President Elop. Then he made drastic changes and adjusted the structure of employees and companies. On February 11 this year, Nokia announced a broad strategic partnership with Microsoft and made Windows Phone its main smartphone operating system.　　On the April 27, Nokia outsourced its Symbian operating system and software research and development work to Accenture, and the 3,000 employees involved will be transferred to Accenture. In the fast-growing smartphone market, Nokia's progress has been less rapid than that of Apple and other handset makers, and some of China's "Shanzhai makers" have also gained greater market share.　　Global smartphone sales were around 100 million in the fourth quarter of 2010, compared with 93.5 million PCs, according to Gartner, the US market research firm. In the largest mobile phone market in China, Ovi is not well-known enough. Xiang, president of the Flying Elephant Network, told reporters: "This change is consistent with the leadership of Nokia's new leaders, for example, in the Chinese market, if the explanation of two brands is not as straightforward as explaining a strong Nokia brand, can better focus on the impact of the market." ”