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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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500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Firefox 4 Beta Ramp Up (Targeted)
Teste
rs
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1,400,000
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 /
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
Blogosphere
What’s New/ 1st Run
Snippets
MDN
DevCamps
SEM
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 –
Thank You!