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Last week, Jolla finally got its first batch of MeeGo-powered devices into consumers' hands.
After two years in the making, the phone was handed out to 450 people who had pre-ordered it at an event in the Finnish capital of Helsinki.
Before the week was out, I also had a brief chance to get hands on with the handset – journalists were given a couple of hours before the Jolla device was whisked back off to Finland.
All images: Jo Best/ZDNet
First off, the hardware: specs include a lower mid-range 4.5-inch display; eight-megapixel rear-facing camera and two megapixel front-facing equivalent; 1GB of RAM; 16GB of onboard memory and a Qualcomm 1.4Ghz chip.
On the left-hand side, there's a power button and the volume rocker. On the right hand side, not a thing.
The most obviously eye-catching element of the outer design is the two-tone casing, thanks to Jolla's the Other Half.
The Other Half is an interchangeable backplate, which can be snapped on and off at will. There are currently 12 different coloured Other Half types in the wild at the moment, so while the front piece of the phone will always be standard issue black, the back can be changed from orange to pink to turquoise.
Here, you can see a white Other Half.
But the Other Half is more than just a modern update to the Nokia-style fascias of yore: they can also bring new functionality, content or settings to the device.
Once the Other Half is snapped on, it can update the phone over NFC. On the tester phone I used, it added a new look and feel called Snow White (pictured above) to the device.
Jolla is hoping third parties will run with the idea, particularly marketing agencies and content producers, and make their own Other Half backplate. A music company could, for example, sell an Other Half with a group's new album on and interviews with the band, or a football team could sell one in team colours with their latest mobile app included.
There are also hardware possibilities: Other Halves could be made with hard keyboards or extra batteries onboard.