Finnish mobile phone giant Nokia has decided to rebrand its Ovi services as Nokia services starting in July.
The transition is expected to continue throughout this year, the company revealed. The first devices with the newly branded Nokia services will start appearing in July and August.
Nokia confirmed that the strategic roadmap for the platform will not change, only the name will be re-branded.
People buying Nokia smartphones later this year will see the new branding but those with older Nokia devices will get to see it via future software updates, the company said in blog post.
Perhaps the re-branding is a part of the agreement the company has signed with Microsoft. Under the deal, the companies are expected to align the Ovi services and Microsoft Windows Marketplace; Nokia may have decided that this transition is a natural time to shake up its brand.
“We have made the decision to change our service branding from Ovi to Nokia,” said Nokia’s EVP and Chief Marketing Officer, Jerri DeVard.
"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 compelling opportunities and experiences for partners and consumers alike."