Nokia Is Finding Its Feet Too Late

May 18, 2011 by  
Filed under Features & Editorials

As Nokia streamlines its business is it really just readying itself for a Microsoft takeover? Read an extract from my editorial on TrustedReviews


Nokia Is Finding Its Feet Too Late

  • By Gordon Kelly
  • 18 May 2011

Nokia is finding its feet too late.

Two huge stories have hit the troubled phone maker this week. The first that Nokia is ditching its Ovi brand, the second that Microsoft is about to swoop to buy the company’s entire mobile phone business. Are the two true? Are they related? And what does it mean for Nokia?

The first is simple. The news surrounding Ovi is true, with Nokia having confirmed it on its blog. “The main reason for this change is so we can leverage the high-value of the Nokia master brand to better support future plans to deliver disruptive and compelling mobile experiences globally,” said Ovi blog editor Pino Bonetti. Interestingly the bold letters are the company’s own, illustrating how keen Nokia is to stress: there-is-nothing-to-see-here-move-along.


To an extent this is true. Ovi’s services will remain unchanged, they will just be offered under the Nokia name so ‘Ovi Music’, ‘Ovi Maps’, ‘Ovi Store’ and others become ‘Nokia Music’, ‘Nokia Maps’, ‘Nokia Store’, etc. It is hard to fault the logic here. It reduces confusion for mainstream users and refocuses on the company brand. That said what has been swept under the carpet is Nokia having to correct yet another strategy misstep. In short the company had attempted to brand something that didn’t need to be branded and the name itself (the Finnish word for ‘door’) made no sense to the wider world. READ ON

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