But the feature goes further than interchangeable shells — which is not at all new, dating back in spirit to early Nokia mobile phones of the 1990s with their removable facias, and more recently to a device like Nokia’s Lumia 820, which has a coloured and swappable backplate.
Jolla’s Other Half isn’t just decoration but links to the software on the handset — using an unconfirmed bridging technology that sounds to my ear like NFC — allowing content on the phone to be tied to the addition of a new shell, or even for new physical features to be incorporated and supported.
Jolla’s Marc Dillon, now head of software but until recently CEO, gave some examples of how the Other Half feature could be used — noting that this is about opening up the back of the device for others to come in and augment.
Jolla“You have the processor side of the device, the power side, the engine, and then the Other Half is about adding to that. This is a new kind of media where it could be anything from your favourite artist could release their latest album on the other half of the Jolla device, and then when the user buys this they have a physical thing from their favourite artist then when they snap it on to the other half of their Jolla device, then everyone can see it, that they support and love their artist and then on the inside they could get the content. They could get maybe special content, that could only be released in this format like videos or links to websites or tickets or special offers, things like that but because of this interface between the two halves,” he told TechCrunch.
“It can not only be media, it can be very simple things — so maybe you have a colour palette, so when you go out of an evening you might have a different colour depending on your outfit and that colour then carries through to the software updating the Ambience of the device. So you might have — if you have a green dress, you might have a green device and then you have green icons and green Ambience [Sailfish UI theme] on your phone. But it can also be more interesting — you can add features. Like the camera is a good example, the native camera of course has a flash but maybe you’re going to a party and you want to have a big flash so you can take pictures in the dark at a nightclub. So really the imagination is the only limit here.”
“Instead of having a device with some bulky things attached to it or some things sticking out the side of it to extend the capabilities of the device, or to add content, we’re giving a new way for users to actually design and co-create with us new ways of using the device,” Dillon added.