Nokia looks past Ovi services

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Nokia?s new management is going to dump its Ovi services brand in favor of its Finnish company name across all segments, the world?s largest cell phone maker said in a statement yesterday.

The brand was launched by Nokia in 2007 for services such as maps and music offerings. At that time, the wireless industry was dominated by the wireless industry with about 40 percent of the market share.

?This move dismantles Nokia?s dedicated Ovi services brand which was a cornerstone of the former management?s services strategy?, said Ben Wood, head of research at British wireless consultancy CCS Insight.

Nokia has?begun scaling down several Ovi services and is now focusing mostly on location linked offerings and would rebrand its Ovi services later this year.

Nokia has scaled down several Ovi services over the past year and is focusing mostly on location-linked offerings. Nokia said it would start to rebrand its Ovi services from July.

The value of the Nokia brand fell 28% last year to $10.7 billion, according to branding agency Millward Brown.

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