The first device developed by ex-Nokia employees previously working on the N9 is now available to pre-order, with Jolla's handset which runs the 'Android compliant' Sailfish OS launching at 399 (around $512) "by the end of 2013".
The dual-core device comes with an Estrade display, 16GB of memory and features an 8MP AF camera.
Participation
"Jolla is about participation and contribution, so if you're a blogger, please write about us," says co-founder Marc Dillon in the device's launch video.
"If you're a developer, please start creating Sailfish applications. If you're into design or fashion, start creating new styles for Jolla. But, most importantly, Jolla is a movement. Join the tribe."
Indeed, while those behind Jolla are keen to encourage a flourishing app ecosystem for Sailfish, it appears it'll be possible to sideload Android apps on to the device.
In theory, that should help to ensure consumers who do 'join the tribe' don't miss out on the apps they're accustomed to on rival platforms.
Taking on Tizen?
Jolla's ability to compete in a commercial sense, however, is certainly up for debate. As things stand, it's not clear whether the device will actually have a retail presence.
Consumers can put down a pre-order using one of three models two offering extra goodies, such as a t-shirt and an 'exclusive Other Half', expected to take the form of a removal back plate. Nonetheless, with an actual launch date beyond the end of 2013 up in the air.
Whether Jolla is realistically hoping to compete with Android and iOS is unclear, though it appears more likely the firm is looking to operate a sustainable business to begin with, with no mention of enticing other manufacturers into the family.
Indeed, one of the other platforms to be spun out from MeeGo Tizen has the support of Korean giant Samsung, which plans to launch its first devices from this August or September.
