There's obviously a lot going on at Nokia right now. The burning platform of Symbian is being dismantled, those WinPho handsets are being worked away on, and now its Ovi platform of services is being given a fresh new look for the summer.
In a branding reshuffle announced this morning, Nokia revealed that the Ovi name is being phased out in a transition expected to run into next year, to be replaced by the predictably inoffensive Nokia Services.
The Ovi umbrella spreads far and wide over the Nokia world, reaching over everything from the Ovi Store (apps), Ovi Maps (er...), Ovi Music, Ovi Chat and a few more too.
But as of this time this year, the Ovi name – itself only a couple of years old – will be well on its way to being consigned to Nokia's past, with all the Finnish company's add-ons lumped under the Nokia Services brand.
“We have made the decision to change our service branding from Ovi to Nokia. By centralising 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,” Nokia chief marketing officer Jerri DeVard explained.
The shift, which is solely a rebranding, will start in July, and is aimed to be completed by the end of 2012. Anyone buying a new Nokia later this year should see the new branding on installed services and apps, while existing users can expect the facelift through future software updates.