Everyone loves an underdog, so they say, and Finland's Jolla Mobile certainly ticks all the boxes as one of the smartphone industry's true underdogs.
Yet the crew of former Nokians are just weeks away from officially announcing their first device, and are promising “modern Scandinavian design”.
With the official announcement of the as-yet-unnamed Jolla Sailfish OS-fuelledhandset set for the beginning of May, pre-orders are expected to kick off in mid-May. But it won't be the usual pre-order scenario we're used to seeing elsewhere.
According to a MyNokiaBlog report translated from Finnish site Digitoday, the money gained from pre-orders will be used as funding, with the user getting the added bonus of getting to choose the appearance of their phones.
Quite what that means isn't made fully clear, though Jolla chairman Antti Saarnio says the handset “will represent modern Scandinavian design” so clearly you won't be given a completely blank canvas or anything.
Jolla is promising pre-order customers “something unique – something special that will not be available otherwise”. Furthermore, it's said that you'll be able to choose the level of pre-order fee you pay – the more money down, the more benefits you get and the more unique the device you'll end up with.