Ovi: Nokia's Foray into Internet Services

Details

Case Code : CLMM066
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Nokia, Ovi, Nokia Music Store, iTunes, iPhone, Apple, market leader, diversification, social network

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Abstract

In 2007, the mobile handset major Nokia diversified into the internet services space with the launch of Ovi. Through Ovi, it was expected to provide its users access to a range of services like the Nokia map services, the N-Gage gaming platform and the 'Nokia Music Store'. While some analysts felt that Ovi would strengthen Nokia's competitive position, others felt that it was a high-risk initiative which could fail miserably.

Introduction On August 29, 2007, Nokia Corporation (Nokia), the world's leading manufacturer of mobile phones announced the launch of its new internet service, branded as 'Ovi', in London. The launch of Ovi heralded the diversification of Nokia from a pure maker of mobile phones to a provider of a range of internet and software services. Ovi means "door" in Finnish, and was expected to provide its users access to a range of services like the existing Nokia map services, the N-Gage gaming platform and the 'Nokia Music Store' (NMS). Ovi was set to be positioned as an umbrella brand for services provided by Nokia as well as services from third parties such as Yahoo, Inc.'s (Yahoo) Flickr.

Mobile and PC users could access Nokia's online music store, play games, share photos and navigate city maps and guides through Nokia maps. The add-on Nokia software applications for business users would also be available on this new internet service...

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