Nokia is to rebrand its Ovi suite of services from July, as the Finnish phone maker presses ahead with a revised strategy to reassert its place in the smartphone market.
The move will see the company’s application market Ovi Store and Ovi Maps renamed as Nokia Services and comes amid continued slow take-up for apps on Symbian platform compared with rival handset manufacturers.
Jerri DeVard, Executive Vice President and Chief Marketing Officer at Nokia, said: "The reason for this decision includes 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. For example, if consumers want the best mobile navigation experience, they know it’s a Nokia that they can rely on.”
He added: "These last few years, and moving forward, our mission remains unchanged: we will continue our work to deliver compelling, unified mobile service offerings and next-generation, disruptive technologies."
Nokia expects to conclude the rebranding exercise worldwide by the end of next year, with the move expected to clear the way for Ovi Maps to be the new engine for Microsoft’s Bing Maps in future Windows Phone 7 powered handsets.