Finnish mobile phone giant Nokia has announced that it is re-branding its mobile music and app store with the loss of its Ovi brand.

Ovi had been used to sell music, games and mobile apps but these services will in future be run under the Nokia name.

Pino Bonetti, Nokia’s Ovi blog editor, explained: “The main reason for this change is so we can leverage the high-value of the Nokia master brand to better support future plans to deliver disruptive and compelling mobile experiences globally.”

Nokia recently signed a deal with Microsoft which would see the firm adopt the Windows Phone 7 operating system in all its future smartphones – which has its own dedicated Marketplace store.

Less sophisticated phones will continue to use Nokia’s existing operating system however, rather than use a single combined app store.