A team of ex-Nokia employees has released the first handset running on a new smartphone platform. The Jolla phone - pronounced Yol-la - is powered by open-source operating system Sailfish, but can run most apps designed for Google's Android platform.

The company has paired with a major Finnish network, and hopes to set up a similar deal with a UK operator. Industry analysts said Jolla faced a challenge in taking on a market dominated by Google and Apple.

Just 450 Jolla phones will be available at launch on Wednesday evening, with the majority going to customers who have pre-ordered the device.

Co-founder Marc Dillon told the BBC the company was in the process of ramping up manufacturing. He said the phone's ethos was to provide a more "open" approach to how people used their mobiles, a contrast to the relatively closed systems used on the iPhone and, to a lesser extent, Android devices.

"There's different opportunities for people to get apps form different places, different stores," he said.

"We've created a world-class platform. Users will be getting more choice."