Firefox 4 Beta Strategy Brownbag
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  • 1. Firefox 4 Beta Strategy“Apollo 11”
    May 2010
  • 2. Product Marketing @ Mozilla
    2
    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
  • 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
    3
    3.5 Beta Results
    4.0 Beta Goals
    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
  • 4. Market Segmentation Goals for the Beta Are More Aggressive in Reach and Diversity
    4
    1.3 MM
    Devs/Early Adopters
    50% = ~500,000 Testers
    FF Faithful / Tech Savvy
    35% = ~350,000 Testers
    Mainstream
    15% = ~150,000 Testers
    More aggressive upfront acquisition – Reach the majority by mid-September
    4.0MM
    Devs/Early Adopters
    35% = ~1,400,000 Testers
    Firefox Faithful/Tech Savvy
    25% = ~1,000,000 Testers
    Moderates
    20% = ~800,000 Testers
    Mainstream
    20% = ~800,000 Testers
  • 5. A Comprehensive Beta Program
    5
    Build Interest
    Focus on specific features for each release to boost excitement
    Acquire
    Make it dead simple and easy to download
    Gather Feedback
    Cast a wide net - offer easy-to-use feedback channels for users of all backgrounds
    Engage
    Make our testers part of a movement by building deeper relationships
    Educate
    Set up the market for understanding (and wanting) new browser features
    Spread the Word
    Arm our Beta testers to evangelize the full release
  • 6. Segmentation Strategy
    6
    Devs/ Early Adopters
    Tech Savvy/ Firefox Faithful
    Moderate
    Mainstream
    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
    The “Feature(s) Hook”
    TBD
    TBD
    TBD
    TBD
    Primary Feedback Channel
    Bugzilla
    Test Pilot
    Input
    Surveys
    Primary Acquisition Channel
    Blogosphere / SEM
    Word-of-Mouth / SEM
    Twitter
    Tech Press
    Primary Ongoing Communications Channel
    Beta Webpages
    Email
    Facebook
    What’s New & First Run / Email
    MDN/ MozCamp
  • 7. Throughout the Beta, We Will Build Our Arsenal of Market Insights
    7
    Competitive Analysis
    Market Research
    User Surveys
    Objective:
    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
    Activity:
    • Chrome 5 Beta review
    • 8. IE 9 review
    • 9. Other: RockMelt, Opera
    • 10. Performance demos/benchmarks
    • 11. Security/Privacy research
    • 12. Market share analysis
    • 13. Chrome user segmentation
    Outcome:
    • Input for developing FF4 positioning & messaging
    • 14. Assist with prioritizing features
    • 15. Input for developing FF4 positioning & messaging
    • 16. Assist with identifying the target markets for FF4
    • 17. Input for positioning & messaging
  • Regardless of the Market Segment, We Will Have Channels in Place to Capture Comprehensive Feedback
    8
    Communication Channels
    Beta Testers
    0MM
    1.3MM
    2MM
    4MM
    Techies/Early Adopters
    Mainstream
    Tech Savvy / Firefox Faithful
    All
    Moderate
  • 18. Firefox 4 Beta Feedback Mechanisms
    9
  • 19.
    • Use Test Pilot to push out Surveys on a consistent basis.
    • 20. To specific populations
    • 21. To answer specific questions.
    SurveyGizmo in Firefox 4 Beta Program
    10
    Beta r1
    Beta r2 & Beyond
    • Use SurveyGizmo for spot polls and surveys on:
    • 22. What’s New
    • 23. Beta Home page
  • Social Media
    11
    • Use Twitter as initial communication channel with our tech-savvy users (through @mozhacks and @firefox).
    • 24. Use Facebook for more mainstream outreach later in the beta cycle.
    • 25. Watch #Fx4beta tweets for general feedback
    • 26. Stability
    • 27. Performance
    • 28. Competitive positioning
    • 29. Watch comments on Test Driver and Firefox groups.
    • 30. Stability
    • 31. Performance
    • 32. Product Perception
  • UserVoice: Currently used on Mozilla Labs and MDN
    12
    3.
    1.
    2.
    Where can I give feedback?
    • Have Feedback links/buttons on beta pages, but also on MDN and other developer friendly pages.
    • 33. Could also be useful for general users?
  • With an End of June Beta Launch We Have 4 Weeks to Prep
    13
    Focus of the next 2 weeks
    Focus of the last 2 weeks
    • Finalize Site Design
    • 34. Finalize Creative Campaign
    • 35. Finish WebDev Implementation
    • 36. Finalize PR Message
    • 37. QA Beta site
    • 38. Launch Beta
    • 39. Finalize Beta site copy, mockups
    • 40. Create Screencasts of features
    • 41. Finalize Communication Plans
    • 42. Start Creative Campaign Planning
    • 43. Start L10n
    Ongoing after Launch
    • Biweekly feedback reports rolled up for Product team.
    • 44. Communication with users for each beta respin.
    • 45. Launch Mainstream campaign(s)
    • 46. Launch Educational campaign(s)
  • Beta Program Contacts
    14
    Thank You!
    General Program -lmesa@mozilla.com
    Firefox Input – adesai@mozilla.com
    Test Pilot – jzhang@mozilla.com