The Ovi Store launched today, promising thousands of applications for a range of Nokia’s S40 and S60-based handsets.

What does Nokia need to do to give the Ovi Store the best chance of succeeding? Here are five for starters.

1. Create an easy to use Store

It’s inevitable that all mobile application stores are being compared to the one Apple implemented for iPhone users.

There’s no denying that the iTunes App Store offers a very slick and integrated system for the user, and Nokia needs to do exactly the same if it’s to encourage users to spend and download.

Some early reports suggest that the Ovi Store’s current layout is overcomplicated and difficult to navigate. Nokia would do well to make the store as easy to use as possible.

Does the Ovi Store really need a separate app to be installed prior to downloading other apps? If so, Nokia had better make that a seamless process. If not, scrap it and just give direct access to a WAP or web site.

Nokia also needs to make sure that it’s easy to pay for apps. Users will always be able to purchase using a registered credit card, but some will also be able to pay via their mobile network provider. I sense complications could arise from this.

Nokia may be thankful that a lot of its users, by nature, won’t have experienced other mobile app stores, because at present it’s not as good as it could be.