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Summary:

The ex-Nokians are almost ready to reveal their MeeGo-based smartphone, but how are they planning to break into the two-horse mobile race? According to CEO Jussi Hurmola, Jolla has a plan for getting operators and other co-branding partners on board.

Jussi Hurmola, Jolla CEO

Right now, the mobile wars have just two major combatants: Apple’s iOS and Google’s Android. Nokia could yet make Windows Phone a serious third player, but there are also a few more minor actors with the potential to disrupt the market.

Jolla is the most mysterious of those players, which also include Firefox OS and Open WebOS. Jolla (a Finnish word for a small sailing boat) arose from the ashes of Nokia and Intel’s MeeGo project, canned in favour of Microsoft’s mobile OS. The Linux-based OS has not been shown off yet, but Jolla has already scored a deal with China’s top phone distributor, DPhone.

The first Jolla device is due later this year, so to find out more I spoke with the company’s chief executive, ex-Nokian Jussi Hurmola.

Meyer: So when’s that phone coming and what will it look like?
Hurmola:
We’re going to announce the smartphone later this year. When we announce it, we’ll also say when you can buy it. We’re setting up an ecosystem. You can’t do a smartphone without supporting developers, services, navigation — we are setting all that up.

Nokia’s only MeeGo handset to go on general sale, the N9

It’s MeeGo with our own interface, and nice new features and functionality. We can talk about these when we come out with the product, but we want to get away from that [standard user experience of] opening and closing applications. That is a five-year-old design pattern and user experience. We want to go further. They’re pretty individualistic machines these days, smartphones. We want to be the phone that handles messaging, calendars and so on in an inclusive way, so you can have concepts like the family in the device.

We’re also talking about using the MeeGo software in other devices — not just Jolla. We want to make as big a wave as possible.

So you’re going to produce other devices that don’t use the Jolla name?
We’re open to cobranding. On the software part, we’re working with other businesses to bring non-Jolla devices, MeeGo-based devices. I can’t say with whom at the moment. For example – and we’re not saying this is what will happen – ‘Vodafone powered by Jolla’, or ‘Jolla by Louis Vuitton’, or some internet service powered by Jolla. It’s a bit dangerous to talk about it. It’s not information I can disclose now.

Fragmentation is a big issue with Android’s different form factors. How are you going to avoid the same problem?
One interesting thing about MeeGo is it supported multiple categories of devices, from car dashboards to smartphones and laptops. We feel that’s important for us, and we’ve been playing with our UI in different devices from TVs to featurephones, and are trying to make the framework and UI components scalable. We can enable physical variation while making it easy for developers to write Qt QML native apps. We understand developers need a stable platform and the smartphone will represent the default form of Jolla’s MeeGo-based platform.

But why would an operator choose to work with you?
From a technical point of view we can integrate the operator’s value-added services into the device, so they don’t have to be an over-the-top application. So many operator-service apps are lost, as people don’t find them or use them. With an open and independent platform, we can integrate these value-added services into the functionality of the device itself.

From an ecosystem point of view, we offer an alternative. Services are not bound to the platform. Let’s say there’s a big music or video label that usually has to go through branded front-ends: with Jolla and its Meego-based ecosystem they can connect to the customer with their own brand. At the moment we are so small and agile that we can integrate and develop new features really quickly. We will launch a very interesting device with a very cool brand and quality.

Nokia Lumia 920 smartphones

Nokia ditched MeeGo in favour of Windows Phone

Which markets will you launch in?
Obviously China is a very large and fast-growing smartphone market, and also a country where most new manufacturers and players are emerging. We are a global business, and we will be targeting devices for Europe and also making them globally available. But how quickly we can ramp to all regions? Obviously with our size as a company, suddenly pressing out 10 million devices would be a bit of a big investment, so we are scaling up region by region.

How big a part will cloud services play in Jolla?
Cloud is part of everything. All functionality is basically extended by the cloud, but if you’re talking about moving apps and functionality of the device to the cloud, we still need to wait for LTE [to spread] and different pricing of roaming data.

It feels in a way like MeeGo’s story has similarities with that of WebOS, which was ditched by HP then open-sourced. Is that fair? Is there scope for some dovetailing of the two projects?
WebOS is an interesting case; it did something new. They had a pretty interesting take on applications, web and multitasking, and we want to learn from that. In terms of compatibility with WebOS, I don’t know — let’s see if something happens with WebOS. There are other things like Tizen and [Mozilla's] Boot 2 Gecko, and KDE. We as an emerging ecosystem are all about cross-platform and compatibility. We want to build an independent and inclusive ecosystem.

The mobile market feels like a two-horse race right now. Really, how are you going to break into that?
These kinds of markets are always two-horse races. The horses just change — look at RIM and Palm; these things come and go. Even product categories come and go, such as netbooks. This market is changing at amazing speed. The technology is evolving.

Now the entry to the market is lower than ever before. One thing we want to do with this MeeGo-based ecosystem is we want to be an enabler. There’s lots of pull from the market to have an alternative. iOS and even Android are quite protected and bound to a single business. You can use Android, you cannot lead it — which is a reason why we didn’t use Android. We wanted to do something new and couldn’t do it with Android.

We’re in a good position starting with MeeGo. MeeGo was big before it was discontinued. Almost wherever we go around the world, the [developer] response is: ‘We actually have this running on MeeGo already. We did it a year ago but didn’t bring it to market.’ Cross-platform is what we have to use: HTML5, things like Marmalade, and being compatible with different elements.

HTML5 on mobile has been a somewhat contentious issue recently. What’s its role in your view?
We would love HTML5 to succeed fast, because it would mean our MeeGo-based ecosystem would be compatible with everything out there. But, at the moment, I think there are interests against that. It would again take away the control point from the existing platforms if suddenly everything were compatible.

Are those interests working against it within the HTML5 Working Group? I mean, Google and Apple are in there…
I hope the Working Group people are honestly trying to make it work. But looking at the implementations, there are so many APIs and different versions of different APIs. It looks like there are reasons to do it like that, but it’s difficult to speculate. The standardisation of HTML5 has been slower than it should really be.

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  1. interesting. The one thing they need to get right is an incentive scheme for the developers that would be unique and unbeatable.

  2. Jolla is one of most needed smartphone of the world – at last FULL Linux in smartphone. I will buy it!!!

  3. Qt, QML, HTML5, company that listens to customers, MeeGo, system developed by big players but now with an agile company base.

    What could go wrong?

  4. Jack N Fran Farrell Tuesday, September 25, 2012

    Some of us have been waiting 70 years to be freed from the attitude that we are data entry clerks.

    Steve Jobs had it almost right, but we’re still bound to the touch screens. If there is a third system, I’m rooting for Microsoft to wake up and build PCs for which touch screens are optional and voice/gestures put the personal back in PC.

  5. I can’t wait for the true successor to my Nokia N9! Go Jolla! :)

  6. Nice :) Now, waiting news about it !

  7. Jolla, iPhone 5, multiple next Nexus devices, the new Lumias, Galaxy and the coming Blackberry 10. It’s going to be a great 2013 for mobile!

    1. Jolla good help you.im Waiting you

  8. Raymond Padilla Tuesday, September 25, 2012

    I loved MeeGo Harmattan on the Nokia N9. It’s a shame that the phone was sent out to die. Hopefully these guys can come up with a spiritual successor to that product.

  9. give me a N9s, Snap Dragon S2 720 screen, I buy direct!

  10. support JOLLA, The damn wp system almost drove me crazy, It is so ugly. n9 IS MY LAST NOKIA Phone. Looking forward to jolla’s great great masterpiece.

    1. ..and when WP will definetely fail Nokia will buy Jolla (or the other way around…) and will know what’s the actual Nokia’s plan B.

      1. @Stefano MS has many problems as a company, but lacking staying power/persistence is not one of them. Betting against them in the long-term is more often a bad decision than a good one.

        That said, I also am looking forward to Jolla phones and can’t wait to buy one! :)

  11. Great to see Meego pulled back from the abyss. Wish Jolla all possible success – very curious to see what they cook up with partnerships.

  12. Ah, bend over to carriers.. ;) Ok, just bein nasty, sounds really exiting, hope they can manage. While the entry barrier might be lowest its ever been (although not so sure about that either), its still mighty high.

  13. Huge success of MeeGo and significant marketshare is really doubtful.
    Apple and Google had won “smartphone” market race already.
    This market is already 5 year old.
    It is simply too late to come with “one more smartphone OS”.
    As Microsoft had won PC OS market long ago, smartphone OS market belongs to Apple ad Google.
    If we are in the post-PC era of tablets and smartphones for 5 years already, then it is probably worth thinking about devices of post-post-PC era and make OS for them.

    Jussi is talking about new mobile OS, which will get rid of 5 year old icons grids. Nice. Probably he will improve the experience slightly. They could even get some niche market share.
    But not massive success and 3rd place in smartphone race.

    1. Jolla doesn’t need “significant marketshare” day one. Experienced developers know the potential of Jolla. Jolla v1 for the masses just needs to be solid and different in a slight way and early adopters will jump on board. While Apple and its fanboys wil bash it, and Microsoft as a struggling company will bash it hard, we believe that it shall sustain its growth and silently pick up a huge adoption. Done right from the core is a worthy thing. Mobile computing in general is not 5 years old, and our analysts forsee another 20 years of mobile computing being extremely important. Who knows, Jolla may end up in first place someday, and you’ll be eating your words.

      1. Probably, I will be eating my words. :)
        And you are right, mobile computing is here much longer than five years.

        But by 5 years I dont mean duration of mobile computing era. Mobile computing is flourishing. And most probably your analysts are right.
        But I mean different thing.
        I mean the lifecycle of the smartphone OS as a concrete product that helps certain user needs.

        You can not ignore the fact that current touchscreen OSes are very mature already. iOS and Android changes from version to version are very slight already, not revolutionary.

        Thus, one more touchscreen OS, that is using one more “different” language to use the same touchscreen device – no sense for your users and very doubtful for your investors.
        Even if it is built “right from core” this product is DOA.

        What could make sense for the market is different hardware interface for communication, that would not only replace touchscreen smartphone but be be much more easy to use and communicate.
        And, of course, OS for that hardware interface.
        Build “right for human needs”, not necessarily “right from core”.

  14. The missing link to ‘KDE’ would be “http://kde.org”, or you could point to http://makeplaylive.com/ vivaldi instead as that’s the Mer/MeeGo based project by KDE.

  15. i think that this is a really interesting project! GO JOLLA, I SUPPORT YOU!

  16. Mohammed Usama Sheriff Wednesday, September 26, 2012

    one things for sure there first phone will come without LTE and thats a downer !

  17. Nilas Ramon Finnur Bøjden Thursday, September 27, 2012

    Det ville være så cool , hvis Meego kunne køre på en iPad , enten kunde køre samtidig, eller benytte Apples ap’s . For iOS er bare ikke godt nok … Meego for iPad … Det ville jeg godt betale for at kunne .. Kontakt gerne lillesang.org , hvis i skulle have løst til at have en uddybning..

    CEO nilas

  18. Nilas Ramon Finnur Bøjden Thursday, September 27, 2012

    En ting til html5 beta … Få den lige gjort færdig .. Det er det bedste der er sket for os, for lillesangs hjemmesider er skrevet i html5 , de virker fint , tak for et super godt styresystem ..

  19. Nilas Ramon Finnur Bøjden Thursday, September 27, 2012

    Hvis Meego kunne køre på en iPad og bruge den ap som heder HTML egg..
    Så ville jeg droppe iOS i morgen ..

    CEO nilas

  20. i hope that jolla’s mobile dosent lose
    good services powered by nokia like ovi store and ovi maps

  21. I wonder if Nokia will allow Jolla to use Nokia Maps? Nokia might make Maps an exclusive feature for Windows Phone and that really sucks.

  22. I am of the same opinion as you do, if you consider that the man can say the same respect as you
    Spiegelschrank

  23. we feel so good on hearing this.we will really thank the developers.

  24. After few days of using Android, I feel there is a need. An alternative to both Android and iOS which does all manipulations with history and identity of person. The alternative OS should be independent of google account. and should be open and based on linux but compatible with android, but yet not so tightly integrated with google account.

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