This transition is expected to continue into 2012 and will see each of the services under the Ovi umbrella rebranded as Nokia. Jerri DeVard, Executive Vice President and Chief Marketing Officer, said that the centralisation of its services identity under one brand will help to reinforce the master brand of Nokia and unify the brand architecture. The transition from Ovi to Nokia will begin in July, with Nokia aiming to have completed this transition across all countries and services by end-2012. This is solely a name-changing exercise and service roadmaps will continue as planned.
Nokia has announced that Ovi services will be rebranded as Nokia services starting with services on some of the new Nokia devices in July and August.