Firefox 4 Beta Strategy Brownbag

Firefox 4 Beta Strategy

“Apollo 11”May 2010

Mozilla Corporation Confidential 2

Product Marketing @ Mozilla

To represent and advocate the needs of our users/developers to drive insightful product decisions; to honestly and effectively position and launch our products in the market to extend our reach and maximize the opportunities for developers to innovate and improve the Web.

-Product Marketing Team

Mozilla Corporation Confidential 3

The Beta Plan for Firefox 4 Leverages the Strengths of 3.5/3.6 While Deploying New Strategies to Reach and Engage With a Broader Audience

1.3 MM Beta testers with a last-month surge

4MM active Beta testers (min. 2MM) with steady growth rate*

Tech-skewed testing group A representative sample of our existing user base

Unapproachable (perhaps, ineffective) feedback channels

Segment-specific feedback channels => synthesized actionable feedback

Minimal competitive and industry insight

Deep understanding of marketplace dynamics and competitive differentiators

Key messages fluid throughout beta to full release

Seed core marketing positioning and build campaign momentum for full release

* Product/engineering dependencies

3.5 Beta Results 4.0 Beta Goals

Mozilla Corporation Confidential 4

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4,500,000

Firefox 4 Beta Ramp Up (Targeted)

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Firefox 3.5 Beta Ramp Up (Actual)

Teste

rsMarket Segmentation Goals for the Beta Are More Aggressive in Reach and Diversity

Devs/Early Adopters50% = ~500,000 Testers

FF Faithful / Tech Savvy35% = ~350,000 Testers

Mainstream15% = ~150,000 Testers

Firefox Faithful/Tech Savvy25% = ~1,000,000 Testers

Moderates20% = ~800,000 Testers

Mainstream20% = ~800,000 Testers

Devs/Early Adopters35% = ~1,400,000 Testers

More aggressive upfront acquisition – Reach the

majority by mid-September

1.3 MM

4.0MM

Mozilla Corporation Confidential 5

A Comprehensive Beta Program

Acquire

Gather Feedback

Engage

Educate

Spread the Word

Build Interest

Make it dead simple and easy to download

Focus on specific features for each release to boost excitement

Arm our Beta testers to evangelize the full release

Make our testers part of a movement by building deeper relationships

Cast a wide net - offer easy-to-use feedback channels for users of all backgrounds

Set up the market for understanding (and wanting) new browser features

Mozilla Corporation Confidential 6

Segmentation Strategy

Devs / Early

Adopters

Tech Savvy/ Firefox Faithful

ModerateMainstrea

m

Join our movement

Don’t Just Use Firefox But Fall in love with it

Help make Firefox the world’s #1

browser

Build the next generation

browser

Primary Message

Bugzilla Test Pilot Input Surveys

Blogosphere / SEM

Word-of-Mouth / SEM

Twitter Tech Press

Primary Feedback Channel

Primary Acquisition Channel

Email FacebookWhat’s New & First Run /

Email

MDN/ MozCamp

Primary Ongoing Communications Channel

TBD TBDTBDTBDThe “Feature(s) Hook”

Beta Webpages

Mozilla Corporation Confidential 7

Throughout the Beta, We Will Build Our Arsenal of Market Insights

Competitive Analysis

Market Research User Surveys

Objective:

Activity:

Outcome:

Understand the features, messaging and positioning of competitors. Define our competitive differentiators

Understand the market concerns and how they are defined

Further define the FF4 market segments and how to effectively reach them

•Chrome 5 Beta review• IE 9 review•Other: RockMelt, Opera•Performance demos/benchmarks

•Security/Privacy research•Market share analysis

•Chrome user segmentation

• Input for developing FF4 positioning & messaging•Assist with prioritizing features

• Input for developing FF4 positioning & messaging

•Assist with identifying the target markets for FF4 • Input for positioning & messaging

Mozilla Corporation Confidential 8

Regardless of the Market Segment, We Will Have Channels in Place to Capture Comprehensive Feedback

Definitely Maybe No

Beta Web Pages

Tech Press

Newsgroups

Twitter

Blogosphere

What’s New/ 1st Run

Snippets

MDN

DevCamps

Email

SEM

Facebook

Business Press

In-product Messaging

Communication Channels

Techies/Early Adopters

Tech Savvy / Firefox FaithfulModerate

MainstreamAll

0MM

4MM

2MM

1.3MM

Beta Tester

s

Mozilla Corporation Confidential

Firefox 4 Beta Feedback Mechanisms

9

SurveyInput

Crash Reporter

Test Pilot

Social Media

Bugzilla

SUMO

Community Forums

User Voice(Developers)

Web Compatibility-- X O -- -- -- X X X

Performance-- -- -- X -- -- -- -- --

Stability -- -- X -- O -- -- -- --

UI/Design X -- -- X -- -- X -- --

Customer Satisfaction

X X -- O X -- -- X X

Add-On Compatibility

-- X O -- -- -- -- -- --

Messaging X -- -- -- X -- -- -- --

Education X -- -- -- X -- X -- --

For 1st Beta ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Beta Respins ✔

Owner Marketing

QA Product PM/UX Marketing

PM SUMO Marketing

Blizzard/PM

Mozilla Corporation Confidential 10

• Use Test Pilot to push out Surveys on a consistent basis.• To specific populations• To answer specific questions.

SurveyGizmo in Firefox 4 Beta Program

Beta r1 Beta r2 & Beyond• Use SurveyGizmo for spot

polls and surveys on:• What’s New• Beta Home page

Mozilla Corporation Confidential 11

Social Media

• Use Twitter as initial communication channel with our tech-savvy users (through @mozhacks and @firefox).

• Use Facebook for more mainstream outreach later in the beta cycle.

• Watch #Fx4beta tweets for general feedback• Stability• Performance• Competitive

positioning

• Watch comments on Test Driver and Firefox groups.• Stability• Performance• Product Perception

Mozilla Corporation Confidential 12

UserVoice: Currently used on Mozilla Labs and MDN

1.

2.

3.

• Have Feedback links/buttons on beta pages, but also on MDN and other developer friendly pages.• Could also be useful for

general users?

Where can I give feedback?

Mozilla Corporation Confidential 13

With an End of June Beta Launch We Have 4 Weeks to Prep

Focus of the next 2 weeks

• Finalize Beta site copy, mockups• Create Screencasts of features• Finalize Communication Plans• Start Creative Campaign Planning• Start L10n

Focus of the last 2 weeks

• Finalize Site Design• Finalize Creative Campaign• Finish WebDev Implementation• Finalize PR Message• QA Beta site• Launch Beta

Ongoing after Launch

• Biweekly feedback reports rolled up for Product team.• Communication with users for each beta respin.• Launch Mainstream campaign(s)• Launch Educational campaign(s)

Mozilla Corporation Confidential 14

Beta Program Contacts

General Program [email protected]

Firefox Input – [email protected] Pilot –

[email protected]

Thank You!