Nokia has confirmed that it is ending the Ovi branding on its services and streamlining them by simply calling everything by its Nokia moniker.

So no more Ovi Maps, Ovi Store or anything else Ovi (was there anything else of note anyway?) - with Nokia Maps, Nokia Store and so on taking shape over the coming months.

Nokia’s EVP and chief marketing officer Jerri DeVard explained that the move was all part of, "brand architecture".

"The reasons for this decision includes the fact that Nokia is a well-known and highly-loved brand the world over," he said.

"Our mobile experiences are tightly integrated with our devices - there is no longer a differentiation. For example, if consumers want the best mobile navigation experience, they know it’s a Nokia that they can rely on.

"These last few years, and moving forward, our mission remains unchanged: we will continue our work to deliver compelling, unified mobile service offerings and next-generation, disruptive technologies."

The change will be complete in all countries by the end of 2012, by which time Ovi will be just a distant memory in our tech brand recollection.

And, speaking of Ovi - the maps service for which it is most commonly known - could well become the power behind Microsoft's Bing Maps.

A Nokia source has been quoted as saying Ovi Maps would "be a core part of Microsoft's mapping services" and Microsoft failed to dampen the rumours by saying:

"Bing Maps has utilised Nokia content for road data, geo-coding and routing services for several years, through Nokia's Navteq vector data business, relying on the quality of its data for core location services. The Nokia/MS partnership will enable deeper collaboration in the future."

Nokia and Microsoft really are best chums at the moment aren't they? Be interesting to see how this bromance pans out in the long run.