Nokia is to end using the Ovi brand to sell music, games and mobile apps.
The firm mentioned it programmed to breeze up the four-year-old plan and would be gift services beneath the Nokia name in future.
In its early days, critics claimed that Ovi was an ill-conceived, rushed greeting to Apple's app store and iTunes.
However, by 2011, its worldwide user bottom was downloading an median of 5 million products every day.
The changeover was voiced on Nokia's Ovi blog by editor Pino Bonetti.
He wrote: "The principal reason for this change is so you can precedence the high-value of the Nokia chief brand to improved encouragement future skeleton to broach disruptive and convincing mobile practice globally."
Mr Bonetti positive users that the usually change to the service would be its name.
Industry watchers mentioned that it done clarity for Nokia to embankment the Ovi brand subsequent to its consent with Microsoft to use Windows on its smartphones.
"The complaint was they combined a brand out of something that did not must be branded," mentioned Stuart Miles, editor of Pocketlint.com
"With the pierce to Windows Phone 7 they are not going to be able to keep the Ovi store. That was going to obtain really confusing."
Microsoft's Windows Phone allows users to download applications by its dedicated Marketplace store.
Although Nokia skeleton to use the stage for all future smartphones, the most of the handsets it creates run on Nokia's own, reduction complex working system.
Software for the will go on to be done existing by the rebranded Ovi platform, heading a few analysts to subject either the new setup will be any simpler.
"If you are going to desert Ovi, I would suppose you would wish to have a singular app store offered by both companies," mentioned Dr Windsor Holden, a telecoms researcher with Juniper Research.
"It seems a really unusual way of going about it at the present time," he added.
Nokia has been forced to rethink its strategy in new years as it feels the pressure from opponent manufacturers.
Its universal marketplace share fell from 33% in April 2010 to 29% in April 2011, according to Strategy Analytics.
In its core business of producing low end, elementary handsets, contest has advance from companies such as Samsung, that not long ago transfered the Finnish firm as the heading mobile tradesman in Western Europe.
The Finnish firm's reject has been even more steep in the hurriedly flourishing smartphone segment, with Apple's iPhone and Google Android-powered gadgets eroding its long station dominance.
According to total from IDC, Nokia's share of the smartphone marketplace fell from 57% in 2009 to 20.8% in 2011 .
In an endeavor to spin the tide, it voiced a vital grouping with Microsoft in February 2011.
Nokia mentioned that there would be significant work losses as a outcome of the deal.
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