Firefox Marketplace

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Intro/Executive Summary

Background & Landscape

Firefox Marketplace Customers

Ecosystem & Goals

Going to Market: Key Strategies

Questions

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PR, Online Communications, User & Contributor Engagement

SEGMENTATION

Partners &

Alliances Resources

Marketing

Initiatives

Offering &

Value

Proposition

Markets

Developers

Brands

Operators

Manufacturers

Product

Marketing

Public Relations

Contributor

Engagement

Developer

Engagement

User

Engagement

Brand/

Creative

App Exclusivity

Developers

Partnerships

Pricing

Discoverability

Web App

Technology • Cheaper and

easier to develop

• Emerging &

noteworthy

• No lock-in

• Multi-device

functionality

User Experience

App Selection

Access to New

Markets

Developer

Opportunities

User Experience, Quality Control, Security, Support

ECOSYSTEM Customers

Developers

Operators

Manufacturers

Brand Partners

Advertisers

• Android Users

• FF OS Users

• By Region

• By Device

• By Affluence

• Desktop users

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October 18, 2012: Mozilla announced the Firefox Aurora

Marketplace release

February 24, 2013: Mozilla announced plans to roll out Firefox OS

devices with mobile partners around the world.

Spring 2013: Firefox OS will launch in a coordinated effort with

Telefoncia, who has ~25% of the LATAM mobile market. The first

phones will hit stores in Brazil

Subsequent launches will take place over 2013 in Venezuela,

Colombia, Poland and the Czech Republic

Firefox Marketplace will include popular apps such as

AccuWeather, Airbnb, Box, Cut the Rope, Disney Mobile Games,

EA games, Facebook, Nokia HERE, MTV Brasil, Pulse News,

SoundCloud, SporTV, Terra, Time Out and Twitter as well as

personally-tailored and local apps

“Firefox Marketplace will make smartphones capable of offering more powerful and immersive Web app experiences. The Web now

has the potential to be the world’s largest marketplace with the new Web APIs Mozilla developed“

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Today, 12 of the top 15 apps have a social and/or local

component1

Gaming and social networking remain the most popular apps

around the world2

Research indicates that the earliest adopters of emerging

technologies also tend to be the most valuable customers3

In general, smartphone owners in developed markets are least

likely to engage with mobile ads, while smartphone owners in

high-growth economies are more likely to engage2

M-commerce is projected to proliferate. While only the US has

a majority using shopping & retail apps, smartphone users

worldwide are using mobile browsers across multiple points in

the customer lifecycle2

Worldwide, the percentage of smartphone users

downloading apps slightly trails those browsing the mobile

web. However, overall time spent is higher on apps, and

users are diversifying the range of apps used.

Source: 2012 Nielsen Mobile Consumer Report

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Android is currently the clear leader among mobile OS’s,

capturing almost 70% global smartphone market share in

2012, while Apple grabbed just under 20% 3

There are currently over 700,000 apps and games in the

Google Play Store

Overall, consumers who shop via mobile applications the

highest percentage have the levels of satisfaction on Android

smartphones (69%, with Apple slightly trailing at 66%) 4

Android smartphones have the highest adoption in the 18-29

age group 4

Android is popular with users, despite lacking Apple’s

“seamlessness,” but fragmentation is a key reason developers

still prefer iOS 5,6

“My primary phone is the iPhone. I love the beauty of it. But

I wish it did all the things my Android does, I really do.” –

Steve Wozniak, Apple cofounder

Exclusive app

availability

Free or lower priced

apps & promotions

App recommendations

Curated list of app

choices

Localized portal

Android Users – Why Shop at an Alternate App

Store?

Together, Android and

iOS make up 91% of

today’s mobile market

share.

Source: Venturebeat, 20135

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With 260 million mobile users and 55 million smartphone

devices, Brazil ranks 4th in the world in number of

smartphones

Brazil’s mobile market is seeing cheaper data plans, greater

access to free Wi-Fi, and the availability of lower end

smartphone devices. These favorable conditions are also

pushing a surge in mobile startups and investments

Growing fast: smartphone penetration is currently low, but

seventy-five million Brazilians will own a smartphone by the

end of 2013 7

Data costs are high: a 1GB data package in Brazil costs $51

compared with $3 in Turkey and $2 in Vietnam8

From June to September 2012, Android claimed 47% of

Brazil’s smartphone OS share9

“Brazil is the fuse that’s sparking all of Latin America in

terms of mobile growth” – Forbes Mobile Landscape - A Snapshot of Brazil

Smartphone adoption is skewed toward males and

young to middle aged users

Only 43% of Brazil’s smartphone users

with a data plan, compared with 77% in

China, 57% in India, and 49% in

Turkey.

“Good Operating System” was the

most important factor in selecting a mobile device, trumping

other considerations like ease of use, good value, and

stylish device. Wide choice of applications, was least

important to Brazilians.

Source: 2012 Nielsen Mobile Consumer Report

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The App Stores Are Getting Full: Only 2% Of iPhone Top

Publishers In U.S. Are Newcomers, 3% On Google Play 10

In The US, 17% of the top 300 apps in the iPhone App Store

and 12% in Google Play were new applications

Only 0.25 percent of the total revenue from the top 250

applications goes to new iPhone app publishers, while 1.2

percent reaches new Android app publishers on Google Play11

88.4% of mobile developers plan to develop for two or more

operating systems over the next year

According to a survey of over 5,000 developers and

technology executives worldwide, 90% of developers plan to

use HTML5 in 2013, but 24% consider the technology

“overhyped” 12

Developers must focus on quality: only 16% will give a failing

app more than 2 attempts 12

It’s very hard for newcomers to become breakout

successes at this point, so the decks are already stacked

against new apps before they ever go live” – Techcrunch,

February 2013

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Firefox Marketplace customers consist of 2 types of operating system users:

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For Android users, the key question is, “Why should I use Firefox?” Google Play is the default app store, and it offers a much larger

selection of apps (mostly native). On a platform with intra-device competition and where Firefox is the “underdog,” offering customers

a superior user experience and unique benefits is critical.

Awareness: Users need to know the Firefox

Marketplace exists

• Need full support of PR and community engagement

teams to leverage media, social channels, events, and

blogosphere

Incentive: Give users a reason to visit and try the

Firefox Marketplace

• App selection, user experience, discovery,

pricing/promos, Firefox brand, security, quality control,

portability

Retention/Loyalty: Provide superior value/experience

to drive repeat traffic/purchases and continue

choosing Firefox over competing marketplaces

Strengths

• Uncrowded; easy to find apps

• Firefox has brand equity, loyal users

• Firefox has been recognized for security

Weaknesses

• App selection small

• FF apps currently incompatible with tablets

Opportunities

• Superior U/X

• Differentiated apps

• Better discovery process

• Attractive pricing/promotions

• “Web apps are cool”

Threats

• Google Play

• Other app stores

• Other devices

• Quality control & security issues

• “Web apps are uncool”

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Many Firefox OS users will be new smartphone users. They need to be sold on the value of apps, and their initial experience with

Firefox Marketplace will strongly impact lifetime customer value. In addition to language & cultural considerations, lower levels of

tech savviness, income and internet access in developing countries create a different set of customer needs.

Awareness of Apps: Users need to understand what

apps are and what they can do

• Marketing and education targeting new smartphone users

via Firefox and partner properties

Understanding: Users need to know how to download,

use and pay for apps

• Offer support/demos in appropriate languages to educate

and engage users

Retention/loyalty: Drive repeat transactions and give

users reasons for continued use of FF Marketplace

over competitors

• Regional/cultural relevance, support & ease of use, app

selection, user experience, discovery, pricing/promos,

Firefox brand, security, quality control, portability

Strengths

• Default app store

• Experience integrates more fluidly with browser and other phone functions

Weaknesses

• Web app technology still lags native apps

Opportunities

• Generate acquisition and loyalty among new markets and early adopters

• Target new markets with local interests

Threats

• Confusion about apps

• Price sensitivity in developing markets

• Limited credit card/WI-FI access

• Functionality issues

• Competitors(?)

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“Mozilla is unlocking the Web as a mobile development platform with Firefox Marketplace and unwrapping mobile apps to enable

more opportunity and control for developers and consumers.”

GTM Goals:

Product: Aligns with needs of stakeholders

within the ecosystem

Value Proposition: The unique advantages

and opportunities are understood by

stakeholders

Information: Stakeholders have adequate

awareness and information to make a decision

Access: Stakeholders can easily access

resources and tools needed to succeed in the

Firefox Marketplace

The Firefox Marketplace Ecosystem: Key Stakeholders

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Android Users

The best alternate app store for web apps:

• Superior user experience & discovery

• Quality app selection

• Security & quality control

• Attractive pricing & promos

Firefox OS Users

Default app shopping experience:

• Fun & easy to learn, understand, and use

• Great user experience & discovery

• Localized content

• Attractive pricing & promos

• Security & quality control

• Ample support

Developers

• Opportunity to establish success that is near

impossible on Google Play and Apple App Store

• First movers have huge opportunity for visibility and

buzz

• Uncrowded market + superior discovery process

offer higher visibility

• Web apps require lower time and financial

investments

• Great place to test to new apps

• Robust developer support & community Brand Partners/Advertisers

• Be the first to penetrate new markets and engage

with early adopters

• Enjoy significant first mover advantage before

Marketplace becomes more crowded

• Cross-platform functionality + lower costs and

development time

• Big marketing/PR opportunity: Early web app

successes will garner buzz

Operators & Phone Manufacturers

• The success of the Firefox Marketplace is directly

related to success and demand for FF phones

• Firefox’s unique Marketplace experience is a key

differentiator

• Successful apps and features can be leveraged as

key marketing points

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The following 5 key strategies will help Firefox differentiate its approach from its competitors, while offering clear advantages to

those in its ecosystem.

App Exclusivity

Developers

Pricing Discovery

Partnerships

Product: (User Experience,

Quality Control, Security &

Support)

Marketing: PR, Online

Communications, User &

Contributor Engagement

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Equips Firefox with powerful, fresh marketing content

Highly attractive opportunity for developers/partners

Potential to quickly populate FF Marketplace : Between May 2011

– May 2012, the Instagram and Amazon Mobile apps alone added

13m and 8m users, respectively 1

An alternative approach: offer a non-exclusive app at an exclusive

price*

As a new offering, Firefox needs to entice users to try out its Marketplace. Even one popular app can quickly populate the

Marketplace with customers and downloads. An exclusive app creates a clear point of differentiation while generating buzz and

creating fantastic marketing/PR opportunities to continue building awareness and additional downloads.

By working closely with strategic partners/developers, Mozilla can produce 2-3 signature apps that will:

Draw press for the app, FF Marketplace, and web app technologies

Attracts new users by giving them a reason to try FF Marketplace

Generate awareness of Firefox Marketplace

Key Action Items Product

Marketing Public

Relations Contributor Engagement

Developer Engagement

User Engagement

Brand Engagement

App Exclusivity x x x x x x

Research prime opportunities x

Establish budget x

Identify key partners for project x

Create and pitch proposal x x

Launch signature app x

Promote app x x x x x x

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App developers are more challenged than ever in gaining visibility, downloads, and revenue – all unmet needs Firefox can leverage.

However, negative perceptions about web apps and the risk of small, untested markets can deter developers. In order to combat

this, Firefox must present and communicate clear developer advantages over competing marketplaces.

Use developer

engagement team

to aggressively

communicate value

proposition of FF

Marketplace and

web apps Target

Apple/Android

“rejects”

Offer tools and support to

foster success with all

levels of developers: Tutorials, e-books, &

resources for app

development

Create robust marketing

guides

Share latest research &

actionable insights

Help developers

improve app

development by

building in: Detailed customer

reviews

Bug reports &

suggestion/

feedback forms

Create credible

networks for

developer

resources: Outsourcing

Hosting

App

buyer/sellers

Key Action Items Product

Marketing Public

Relations Contributor Engagement

Developer Engagement

User Engagement

Brand Engagement

Developer Benefits x x x x x x

Communicate/promote value prop x x x x

Offer robust support and tools x

App improvement tools x

Networks & resources x

Offer unique monetization opportunities x x

Research/insights x x

Support monetization x x x

Promote successful apps x x x x x x

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Half the challenge to downloading apps is being able to find them. For Android users, overcrowding makes app discovery difficult.

Firefox OS users are new to the app ecosystem, and targeted recommendations can quickly point them to exciting, relevant apps

that fit their unique interests.

Enable social

sharing and

“tell a friend”

referral

functionality

Create a reward

program for

reviews Offer active

reviewers special

status or

privileges

Customize app

recommendations and

discovery through: Phone/social networks

Geo-targeted

(Allow customers to control &

refine recommendations)

Begin voluntary

browser

tracking to

serve

customers with

a more relevant

experience

Collaborate with relevant

tech & non-tech content

owners: A shopping app could be

a great feature on a

fashion blog

Key Action Items Product

Marketing Public

Relations Contributor Engagement

Developer Engagement

User Engagement

Brand Engagement

Discovery x x x x x x

Integrate social sharing x x x x x x

Referral reward program x x x x x x

Customized recommendations x x x x x x

Browser tracking x x x x

Collaborate with content owners x x x

Promote/press coverage x x x x x x

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Partnerships with brands, developers, operators and phone manufacturers bring momentum and expanded reach to FF

Marketplace’s initiatives.

Launch an affiliate program Allow content owners across

the web to become partners

with FF, target interest-based

audiences, and share

revenues with developers

Developers can choose to

opt in and will control

revenue sharing options

Create

innovative

advertising

auctions and

packages

Interlock with phone operators

and manufacturers to provide

customer support Provide comprehensive content for

customer questions and supports

about apps for partner web

properties and in-store

experiences

Ensure multi-language support

Interlock with phone operators

and manufacturers for marketing

and advertising: Firefox OS phone operators and

manufacturers advertise heavily:

Equip partners with differentiating

selling points that provide mutual

benefit

Help craft in-store engagement

experiences, demos, and app

marketing campaigns

Key Action Items Product

Marketing Public

Relations Contributor Engagement

Developer Engagement

User Engagement

Brand Engagement

Partnerships x x x x x x

Affiliate program

Advertising program x

Formulate unique value propositions x

Create marketing/pitch materials x x

Marketing w/ operators & manufacturers x x x x x

Collaborative customer support x x x

Collaborative partner advertising x x x

Advertise value prop to market at large x x x x x x

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Not all app stores sell apps at the same prices. Pricing is a key concern for users, developers, and competing app stores. While

lower prices drive increased downloads, developers must see a returns on their investment. Lower incomes in developing regions

impose different pricing considerations for Firefox OS users vs. Android users in developed countries.

Create a testing program: pricing and

promotions will be critical to FF

Marketplace. However, current

evidence does not indicate a clear

pricing model, and it may differ by

region. A period of testing will

identify the optimal strategy. Packages/subscriptions

Price points, free apps, free trials

Freemium models & in-app purchases

Key Action Items Product

Marketing Public

Relations Contributor Engagement

Developer Engagement

User Engagement

Brand Engagement

Pricing x x x x x x

Develop subscription model

Develop ad platform

Research and develop alpha test models x x x x

Communicate with developers/partners x

Select partners for testing program x x

Launch test promotions x

Analyze results and repeat steps to refine x x x x

Communicate results to developers x

Announce & promote any wins x x x x x x

Develop app subscription packages Allow one price for a variety of apps

Consider allowing “swaps”

Can be grouped by similar interests

Developers can opt in

Great add-on for phone carriers

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Key Action ItemsProduct

Marketing

Public

Relations

Contributor

Engagement

Developer

Engagement

User

Engagement

Brand

Engagement

Continuous competitive research x x x

Engage & communicate via live events x x x x x x

Gamification for developers & users x x x x

Relationships with key content owners x x x x

Maintain security of Marketplace apps x x

Maintain social media engagement x x x x x

Obtain & research partner data x

Offer robust support in local languages x x x x

Feedback loops & listening posts x x x x

Refresh & communicate value propositions x x x x x x

Research, test & optimize user experience x x x x

Fan segmenting & targeted communications x x x x

Content syndication x

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1 Courting Today’s Mobile Customer, Dan Lee, Nielsen, 2013.

2 2012 Mobile Consumer Report, Nielsen, 2013 .

3“Android Captured Almost 70% Global Smartphone Market Share in 2012, Apple Just Under 20%, ” John Koetsier.

4 Adobe 2012 Mobile Consumer Survey Results. Adobe Systems, 2012.

5 Appcelerator/IDC Q4 2012 Mobile Developer Report, 2013, Venturebeat, January 28, 2013.

6 “Why Game Creators Prefer iPhone to Android” Ryan Rigney, Wired, February 28, 2013.

7 “4 Predictions for The Brazilian Mobile Phone Market for 2013.” Eric Savitz, Forbes, December 16, 2012.

8 “Just because emerging markets buy smartphones doesn’t mean they can use them,” Donald Fitzmaurice, Quartz, March 13, 2013.

9 “5 Insights into Mobile Web Users in Brazil and Mexico,” Latin Link, November 17, 2012

10 “The App Stores Are Getting Full: Only 2% Of iPhone Top Publishers In U.S. Are Newcomers, 3% On Google Play,” Sarah Perez, TechCrunch, February 20, 2013.

11 The Impact of Price Changes, Distimo, January 2013.

10 Global Developer Suvey, Kendo UI, February 2013.

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App sales and downloads are maximized where customer and developer needs intersect. Firefox must understand and support both

groups in order to create a cycle of momentum within its Marketplace.

\

What matters to customers?

• App selection (variety, popularity,

unique)

• User experience

• Functionality and security

• Fun and easy discovery process

• Interest-based recommendations

• Support and ease of use

• Price

What matters to developers?

• Visibility & user discovery

• Revenue & monetization opportunities

• Building a brand for themselves

• Time and cost to market

• Ease of development & publishing

process

• Support & tools for success

Sales and downloads

create momentum for more

developer involvement,

which draws more new and

repeat customers to the

Firefox Marketplace

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[Android]

[Both]

[Firefox OS]

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Source: Kendo UI 2013 Global Developer Survey