Echelon2010

The Power of Browser Customization Leveraging Browser Add-ons to Retain and Grow Your Users

Gen Kanai http://blog.mozilla.com/gen/

Mozilla’s mission is to promote choice, innovation and opportunity on the Internet. http://www.mozilla.org/about/mission.html

browser customizations “Add-ons”

published in 1997

Key Bene ts • Extends functionality of a web service or website to the browser • Can provide continuous ‘real estate’ in the browser even when the user is not on the site in question • Costs only the time & eﬀort to develop & distribute the addon

Which are customizable? • Internet Explorer (only starting with IE 7) • Firefox (since the Netscape era) • Safari (no, unless you count hacks) • Chrome (via Chrome Extensions) • Opera (via Widgets)

Development diﬃculty • Internet Explorer: C++ • Firefox: HTML, JavaScript, CSS, XUL • Safari... • Chrome: HTML, JavaScript, CSS • Opera: HTML, JavaScript, CSS

Firefox add-ons!

some numbers

Over 10,000 add-ons

~2 Billion downloads

~170 Mil. active users

22 new add-ons created each day

35,000 Personas 600 new Personas/day

used worldwide

1,957,682,872 add-ons downloaded 134,379,037 add-ons in use https://addons.mozilla.org

how do Addons help? • can help users use your service more often • can help surface additional functionality of your site or service • if designed properly, can help ‘retention’ by making it easier for the user to use your site

examples include...

delicious • social bookmarking web service • founded by Joshua Schachter in 2003 • acquired by Yahoo! in 2005 • 5.5 Mil. downloads

toolbar & sidebar

Stumble Upon • website ranking & recommendation engine • founded in 2001 • acquired by eBay in 2007 • founders purchased company back in 2009 • 14 Mil. downloads from Addons.mozilla.org

Examples from Asia?

NTT Goo (jp) (unrelated to the company in Mountain View)

Midori no Goo (a.k.a. ‘Goo Green Label’)

Goo Green Label • 9.45 Mil. yen donated to 11 non-pro ts in 2009

Pencil Project (vi)

Pencil Project • sketching & prototyping application built as an Addon to Firefox • Exports to HTML, PNG, OpenOﬃce.org • One of the most sophisticated Add-ons ever developed for Firefox • Shows the extent of what is possible with Add-ons on Firefox wrt user interfaces and functionality

Key points • Browser addons can: (if designed well) • Raise usage of your web site/service • Browser Addons cannot: • (by de nition) bring new users to your site

Also markets matter...

Game: guess the Internet market (country) from browser market share

You win: Firefox t-shirt

This Asian market of 40 Mil. Internet users is 98% Internet Explorer...

This S.E. Asian market of ~25 Mil. Internet Users is 50% Firefox

This S. E. Asian market of 30+ Mil. Internet Users is ~70% Firefox

Key points • browser share matters • know your market • focus resources on your key segments

So how do I start?

https://addons.mozilla.org/en-US/developers

Coming later this year... Add-ons Marketplace

What is coming in Firefox 4 for Add-ons?

make the add-ons manager better

clear a path to Jetpack • New platform for Addons in Firefox 4 • Existing Addons platform to continue • Goal: No restart required • Goal: greater security & reliability • HTML, CSS, JS only • SDK provided

take mobile to the max

Nokia N900 & Add-ons

Is that it? What else?

https://services.mozilla.com

Firefox for Android • Available later in 2010! • Supports addons! • Nightly builds (for testing) available now

Firefox Home for iPhone (data from Firefox Sync Add-on)

http://ﬀﬀf.at/shaved-bieber/

thank you Mozilla AMO Team: Nick, Justin, Julie, Jorge & the Mozilla community worldwide gen@mozilla.com

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Echelon2010

by Gen Kanai on Jun 02, 2010

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