After talking about how people reacted to Jolla’s announcement on Monday, I would love to comment on how well Jolla did. As the title suggested, I also have mixed feelings about it. While I was really tired of fanboys battling in forums and comments sections about how Jolla failed or succeeded or failed, I think that Jolla is to be blamed as well.
Being professional …
Compared to Slush while Jolla was still in R&D phase, the marketing part of Jolla clearly improved. From that basic visual teaser we got to show how Sailfish OS works to that beautiful and stylish presentation of the phone, there is a huge gap.
The teaser of the other half was also quite efficient, making people imagine what would be that other half.
And finally, Jolla is creating a brand identity, and buzzwords, like Ambiance, Other Half, to distinguish their products from other manufacturers, just like Apple’s Facetime or «There is an app for that».
And we can say that the announcement was a success in that aspect as well. Compared to Slush, many more media talked about Jolla, including some of the most read newspapers in France. Not only tech blogs, but also generic press is interested by that small startup that only have 70 employees.
… while failing to deliver a clear message
But there were disappointment during that launch. A lot of people did not understood why we only got so little information. Again, as I have told in the other blog post, Jolla was not here to show the complete device. They just wanted to show what was their (crazily awesome) ideas, and want to ask for support from communities.
Both the website and Marc Dillon during the live said that Jolla needs love (thus the Jolla Love Day). They need the community to show to investors that there is a demand for their device. That’s why there is a preordering system.
That’s why the announcement seems to be empty. People are used to big shows presenting a finished device, but that’s only the case for big companies, like Nokia or Samsung. Jolla (and most of the startups ?) would prefer smaller events, to announce their progression instead. And Monday was just a milestone, the milestone of the other half.
While the call to participation and other half concept were pretty well covered during the event, Jolla should have been clearer that that event is not a product announcement. They should have been said that they are still deciding on which CPU they will run, and on the specs in general. Because people were waiting for that and for nothing else.
The sad thing is that these so much awaited specs blocked any other message that should have been passed. People are only reminding that there were no specs during the announcement, instead of remembering of the other half concept, or the awesome pink shirt of Tomi.
This reminds me of what I have seen at Slush, that some sailors got angry because they should have shown the OS earlier because people were waiting for that. Here, people were waiting for specs, they should have been «shown» first, with a clear message that they are still being worked on, that Sailfish is so optimized than the specs wars is irrelevant here, and that the show is more about something else.