Is Jolla late to the ecosystem war? Yes. Is Jolla targeting spec whores? No. Is Jolla targeting ease of use (kids/grans)? No. Jolla is a niche. Its competing against Tizen, FireFoxOS, WebOS and the discontinued Symbian platform. It can only guarantee itself a 1-5% total marketshare because its niche. The top players are Android at 45%, TouchWizz at 31% and iOS at 18%. The middle ground is covered by Windows Phone at 3% and Blackberry at 3%. Edit: Think of it as getting 10 random people; -4 of them had an Android device (LG, ZTE, Huawei, HTC.) (Perhaps SONY or Motorola instead) -3 of them had a Samsung (Latest Galaxy S, latest NOTE, most popular Galaxy Cheap) -2 of them had an iPhone (Latest iPhone, last-gen iPhone) -That last guy probably has a Nokia, or Blackberry. (The chance of even one of these randomly chosen people to have something else is one in a hundred odds).