Nokia's Ovi Services To Get Rebranded
Nokia's Ovi Services To Get Rebranded

The "door" is now closed.

Nokia is removing the Ovi brand from its suite of software services in favor of the more academic "Nokia Services." Ovi meant "door" in Finnish.

The switch will include the Ovi Music store, which is a sort of iTunes competitor in multiple markets worldwide.

"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" wrote Nokia EVP and chief marketing officer Jerri DeVard in a blog post.

The brand shift is expected to start in July and last through next year. The company stressed that this is merely a name change, and that no services will be altered or disrupted in the process.

This is just the latest in a series of shifts by Nokia over the last few months. Last year, it dropped the Comes With Music brand from the service that bundled 6- to 12-month music subscription plans into the cost of certain devices (and in January shuttered the entire program). More notably, in February it scrapped its entrenched Symbian smartphone platform in favor of Microsoft's Windows Phone 7 operating system.

While the blog post says the name change won't affect any services, it seems only matter of time before the Ovi Music service is either shut down or drastically changed. With the integration of Windows Phone 7, it seems far more likely that Microsoft's Zune music service will overtake what little footprint Ovi Music has scratched out over the years. At this point, Nokia is little more than the phone manufacturing arm of Microsoft.