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Posts from the ‘Firefox’ Category

IBM names Firefox its default browser

“While other browsers have come and gone, Firefox is now the gold standard for what an open, secure, and standards-compliant browser should be,” he said. “I think it was Firefox and its growth that reinvigorated the browser market as well as the web. That is, Firefox forced competitors to respond. Their software has gotten better and we have all benefited.”
Bob Sutor of IBM, as reported by Stephen Shankland for CNET News. Congratulations to Mozilla on this achievement.

Firefox 3.5 launch party in Guanajuato, Mexico

Fiesta de lanzamiento de Firefox 3.5 GTO by cellfrozen

Great photo of a community party for the release of Firefox 3.5 held in Guanajuato, Mexico.

Going Live with Firefox 3.5

mozilla marketing

This morning Mozilla released Firefox 3.5.

It’s a terrific upgrade for the 300 million+ current Firefox users, and will radically improve the Web experience for everyone who migrates to Firefox in the months to come. Most of all, Firefox 3.5 is a compelling expression of the values that underlie Mozilla’s ongoing mission to improve the Web itself.

I’m extremely proud of the hard work everyone in the Mozilla marketing community put into making this a stellar product launch. Each launch I’ve been a part of has felt unique. This year, and with this release, we’ve crossed into operating within a new, more intense competitive environment. One that we’ve had a huge part in creating, for the benefit of everyone on the Web.

Much <3 to everyone in the Mozilla community on a fantastic release, and to upgrading the Web.

Marketing Updates on the Road to Firefox 3.5

Firefox_by_Ophyr_2Some of what’s been happening on the Mozilla marketing front to share with you, friends, as we trek down the final stretch to the release of Firefox 3.5.

Advertising Age’s Garrick Schmitt (also EVP at Razorfish and kind human) paid a visit to Mozilla last month. Garrick’s post on the work we’ve done in conjunction with our community to spread Firefox just came out and it’s a great read. Here’s a clip:

Mozilla competes against Microsoft, Apple and Google — arguably the biggest and most valuable brands in the world — and it succeeds with no traditional advertising (or big budgets) to speak of. It may have taken Barack Obama’s historic political campaign and election to alert the ad industry to the power of grass-roots marketing, but the ongoing success of Mozilla’s Firefox marketing efforts are more relevant for most.

Read Garrick’s full column at

Read more

Firefox 3.5 and Open Video

Consider this the little red caboose of Mozillian posts on Dailymotion’s announcement last week of their support for open video (Tristan Nitot and Chris Blizzard have both already covered the news in detail).

It’s fantastic to be working with Sebastien Adgnot and the rest of the team at Dailymotion as they convert an initial set of 300,000 videos to the open Ogg Theora format. When Firefox 3.5 ships very soon, around 25% of the Web audience will be able to view videos without the need for plug-ins. More importantly, everyone who creates for the Web will be able to hack this <video> joint in the finest traditions of view source-enabled empowerment.

Spread Firefox: New Day Rising

The third major redesign of Spread Firefox, Mozilla’s community marketing hub, just went live tonight.

Big ups to the amazing team that made this happen, across our design, IT, marketing, web development, and QA communities: Jamey Boje, Paul Booker, Alex Buchanan, Mary Colvig, Lucy Connor, Akash Desai, Otto de Voogd, Stephen Donner, Alix Franquet, Aravind Gottipati, Neil Lee, Jeremy Orem, Jay Patel, Krupa Raj, Ken Saunders, Matthew Zeier, and The Royal Order.

Much respect for your skills and dedication on the path to browser enlightenment. :-)

becoming firefox

This is a video we took last summer when Mozilla sponsored a small booth at the 2008 Pitchfork Music Festival. The Firefox suit you see here has travelled around the world, and been featured more places than we ever expected. I’ve been meaning to share this for a while, and finally got around to it tonight. Sadly, dressing Firefox fans in the one suit we’ve been able to dig up doesn’t scale. Yet.

Kicking off Firefox 3 Download Day with a Boom!

Download Day

It’s been an awesome morning and afternoon here at Mozilla headquarters. We launched Firefox 3 this morning and immediately felt the love from millions of people all over the world joining us to set a Guinness World Record for most software downloaded in 24 hours.

Our systems were quite busy earlier this morning so individual requests may not have gotten through – but they are all up now and serving a tremendous amount of traffic and downloads. We’re currently serving almost 9,000 downloads a minute, which puts us on track to achieve 5-7 million downloads our first day of general availability.

To put some more color behind what’s been happening on this historic day:

  • We exceeded the first day download mark for Firefox 2 of 1.6 million after just five hours of availability for Firefox 3.
  • Net Applications is already reporting a 300% positive change in Firefox 3 market share worldwide just today.
  • Over 500 articles about the launch were linked to from Google News
  • The Firefox 3 launch made the front pages of,,,, Digg, Slashdot, Techcrunch, and Yahoo! News
  • The completely redesigned launched in over 25 language versions
  • New community activity on has skyrocketed with dozens of new groups and hundreds of new postings
  • Over 700 community launch parties have been registered on

Download Day has already been an amazing demonstration of the power of the Mozilla community. Thank you to each and every one of you who’s contributed to a terrific launch of Firefox 3.

Onwards to a new World Record, together!

Thinking about Brands

businessworld branding case study image Last week, I wrote a branding analysis for Businessworld, India’s top general business magazine. Meera Seth, who edits an ongoing series of case studies for Businessworld, got in touch and asked me to give a technology industry perspective on a case about extending a successful consumer brand into an adjacent category.

Here’s an excerpt from the case, which features Firefox as a jumping off point for thinking about names and branding (The full case is online too, if you’re interested):

Karan Kashyap’s mind was buzzing with the debates over naming the new shampoo at G&TW India where he was the product manager. The marketing manager Sudhir Dhuni had mooted the idea that they launch a shampoo under the deo[dorant]’s brand name, Mali.

Karan sat half-lying on his chair, listening to the music streaming out of his computer. And then his eyes slowly took in what he had been unwittingly staring at, the flaming orange icon of his browser, startling him unusually. Firefox, said his mind; Mozilla, came the echo. Mozilla Firefox, muttered Karan. Why on earth is it called Firefox? For a web browser? What kind of name is that for a product? How do consumers relate to it? And why Mozilla Firefox? Why two names, or is that one name?

And here’s an excerpt from my response (Read the full analysis at

Traditional brand building strategies have been disrupted. Industrial era techniques — repetition, saturation and need generation — rely on two aspects of the media landscape that no longer hold sway: concentration of attention; and one-way message push. Pre-internet media relied on scarcity and control over content and channels of communication to aggregate consumer audiences. We were passive recipients of a set of mass market messages. The rise of the internet has introduced choice and nearly unlimited personalisation into the mix of how a consumer chooses to allocate the attention he or she has to give to media. Add contribution of nascent consumer expectations to have an ongoing dialogue with their peers and the world, and what you have is a changed landscape for brands.

It was great to do this, as it helped me get down in writing concepts around attention and brand co-creation that have heavily influenced the marketing we’ve done at Mozilla this past few years. I’m grateful to Meera for the opportunity to share my perspective with Businessworld’s readers in India and beyond.

P.S. Working with a great editor absolves the late night writer of many sins – thanks again Meera!

“Give me a place to stand on…”

“… and I’ll move the Earth.”

You’ll get your wish next Tuesday, Mozillians. Start your levers! :-)


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