In a surprising but smart move, Nokia have announced that they are losing the “Ovi” brand and choosing to focus on all services being wrapped under “Nokia Services”.

The official positon from Nokia’s EVP and Chief Marketing Officer, Jerri DeVar:

“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.”

After the announcement of the Micrsoft-Nokia partnership many of us predicted that there would be an adjustment or aligning of branding to accomodate the new OS shift.  It will be interesting to note what other services and technology will get a Microsoft-treatment in the next few months.