From July, Ovi will be discontinued as a collective name for Nokia mobile services. The Ovi Store will be called Nokia Store, and Ovi Maps will be called Nokia Maps.

Nokia’s Executive Vice President and Chief Marketing Officer, Jerri DeVard, explains the change:

“We have made the decision to change our service branding from Ovi to Nokia. 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 compellingopportunities and experiences for partners and consumers alike.” 

The name change will begin in July and will be completed across all countries and all services by the end of 2012. How this will affect Nokia’s collaboration with Microsoft, and the Windows Phone Marketplace is not yet clear.

“The reasons for this decision includes the fact that Nokia is a well-known and highly-loved brand the world over. Our mobile experiences are tightly integrated with our devices – there is no longer a differentiation.” 

According to Nokia, this is only a change of branding, and the change will not affect services as such.

 

(via Nokia Press Release)