John Paczkowski

Recent Posts by John Paczkowski

Ovi Done

Looks like Nokia has finally accepted that Ovi, the name it gave to its mobile services experience back in 2007, has failed as a brand.

The Finnish word for “door,” Ovi was supposed to be an umbrella brand for Nokia’s services, a “one-stop destination for communities, content, context and more.” And the company spent untold sums to push it into the public consciousness, but with little success. In the end, Ovi didn’t mean much of anything to Nokia’s users, who it turns out have a greater affinity for the far more recognizable Nokia brand.

Imagine that.

So Nokia is doing what it should have done years ago: It’s retiring the Ovi moniker and bringing its various mobile service offerings under the slightly better known Nokia brand.

“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,” Nokia CMO Jerri DeVard said in a statement. “The reasons for this decision include the fact that Nokia is a well-known and highly-loved brand the world over. Our mobile experiences are tightly integrated with our devices–there is no longer a differentiation.”

That’s one way to look at it. Another is that it was foolish to create differentiation in the first place, particularly with a unmemorable, nonsensical brand that had no chance of thriving in the massive shadow of the Nokia brand.

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