mock GTM plan for the new Firefox Apps Marketplace

1. Firefox Marketplace

2. Strategies
Landscape
Customers
Ecosystem
Intro
 Intro/Executive Summary
 Background & Landscape
 Firefox Marketplace Customers
 Ecosystem & Goals
 Going to Market: Key Strategies
 Questions

3. Strategies
Landscape
Customers
Ecosystem
Intro
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
3

4. Strategies
Landscape
Customers
Ecosystem
Intro
 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“
4

6. Strategies
Landscape
Customers
Ecosystem
Intro
 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
6

7. Strategies
Landscape
Customers
Ecosystem
Intro
 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
7

8. Strategies
Landscape
Customers
Ecosystem
Intro
 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
8

9. Strategies
Landscape
Customers
Ecosystem
Intro
 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
9

11. Strategies
Landscape
Customers
Ecosystem
Intro
Firefox Marketplace customers consist of 2 types of operating system users:
11

12. Strategies
Landscape
Customers
Ecosystem
Intro
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”
12

13. Strategies
Landscape
Customers
Ecosystem
Intro
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(?)
13

15. Strategies
Landscape
Customers
Ecosystem
Intro
“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
15

16. Strategies
Landscape
Customers
Ecosystem
Intro
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 & communityBrand 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
16

18. Strategies
Landscape
Customers
Ecosystem
Intro
18

19. Strategies
Landscape
Customers
Ecosystem
Intro
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
PricingDiscovery
Partnerships
Product: (User Experience,
Quality Control, Security &
Support)
Marketing: PR, Online
Communications, User &
Contributor Engagement
19

20. Strategies
Landscape
Customers
Ecosystem
Intro
 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
20

21. Strategies
Landscape
Customers
Ecosystem
Intro
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
21

22. Strategies
Landscape
Customers
Ecosystem
Intro
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
22

23. Strategies
Landscape
Customers
Ecosystem
Intro
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
23

24. Strategies
Landscape
Customers
Ecosystem
Intro
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
24

25. Strategies
Landscape
Customers
Ecosystem
Intro
Key Action Items
Product
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
25

28. Strategies
Landscape
Customers
Ecosystem
Intro
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.

29. Strategies
Landscape
Customers
Ecosystem
Intro
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

30. Strategies
Landscape
Customers
Ecosystem
Intro
[Android]
[Both]
[Firefox OS]

31. Strategies
Landscape
Customers
Ecosystem
Intro

32. Strategies
Landscape
Customers
Ecosystem
Intro
Source: Kendo UI 2013 Global Developer Survey