At a rough guess:
70% of smartphone users are interested in SF’s ability to run WhatsApp.
7% are interested in high-level security.
Now that’s not to say Jolla can’t market to that niche on security but Volla’s already there (get App Support on that thing!)
Jolla’s marketing has been non-existent since the days of Marc Dillon.
Also, how credibly can anything with (partial) closed code claim security?
Jolla’s main USP (to consumers) is: the iDroid alternative. The market is potentially around half a billion phones a year but it’s a really hard market to crack and one they’ve failed at repeatedly.
I don’t think Jolla should burn their $10m on consumer marketing. Rather, they should focus on things like the Volla deal and get a decent PR person who’ll promote every release etc. But don’t do it half-arsed. Make sure every ‘pre-installed’ consumer phone comes with App Support, Aurora Store, WhatsApp and Storeman.