Ovi Store "not just for the elite few" says Nokia

Taking aim at Apple, and hoping brands get the message.

Nokia is intent on outflanking Apple by taking Ovi Store to as full a range of handsets as possible, including its cheaper Series 40 models, says UK marketing and GTM director Will Harris.

"We have a policy of apps for everyone, so it’s not just about putting Ovi Store on our premium Nseries devices, but about putting it on as many devices as possible," he tells ME.

"We’re trying to democratise this and make apps for everyone rather than just the elite few. This is only really going to make a significant difference to our society and culture if it’s on everything."

Nokia is trying to get this message across to brands, too, with many companies currently splashing their digital marketing budgets on iPhone apps rather than Ovi Store.

"As a co-ordinated part of a branding campaign, apps have got a really big role to play," he says.