Firefox OS - Evolving the brand role

Riccardo Leumann
Firefox Operating System
A brief review of the role of the brand
and its transition into the OS world.

Intro - What and Why?
Positioning - About Firefox
Trend 1 - Cloud
Trend 2 - Marketplace
Trend 3 - Humanistic OS
Trend 4 - Media Usage
Trend 5 - Online/Offline
Agenda

In a market dominated by two well established platforms, it becomes
very hard for new smartphone operating systems to break into the
market and make an impact.
What and Why?

Firefox has been very successful in providing a new Internet
experience through their browser by focusing
on principles over profits and putting people in control
of the web experience.
Since the web is growing mostly around mobile access,
Firefox decided to take on the challenge of changing the
smartphone experience as well
What and Why?

What and Why?
What we’ll go through in the next pages are some of the key trends
and insights that are going on in mobile operating systems,
how they will affect the future of mobile and,
most importantly, how Firefox, as a brand, could use
these trends to provide an unique experience and stand
out from its competitors.
But first, let’s see what Firefox is all about

Firefox is known for
making the web open
About Firefox

It was the first browser to put people on the top spot and make
them the priority. It is the only browser developed by a non-profit
organization, which allows it to prioritize principles over profits,
resulting only in products that keep individuals in control.
“At Mozilla we are working hard to create this
apps platform that is backed entirely by the
open Web. It’s not intended to be a “Mozilla
platform” or a “Firefox platform”.
The Web is the platform.”
https://marketplace.firefox.com/developers/docs/intro_apps
About Firefox

“The Internet is a global public resource
that must remain open and accessible.”
- The Mozilla Manifesto
About Firefox

Firefox values the sense of community. It brings
developers, heavy users and mere web enthusiasts
together for a better experience for all.
About Firefox

“Webmaker is all about building a new generation of
digital creators and webmakers, giving people the
tools and skills they need to move from using the
web to actively making the web.”
“Individuals must have the ability to shape
their own experiences on the Internet.”
- The Mozilla Manifesto
http://www.mozilla.org/en-US/foundation/
http://www.mozilla.org/en-US/about/manifesto/
About Firefox

While most web technologies are developed behind closed doors,
Firefox cultivate out in the open for everyone to see.
When competitors consider making something proprietary, it strives
to set it free. And they don’t operate this way for the fun of it,
they operate this way because it believes it’s the right thing to do.
About Firefox

Putting in perspective,
what is Firefox fighting for?
About Firefox

“Enemies trigger emotions.
When viewers are first introduced to Snow White, they may
like her. But when she is threatened by the wicked witch,
like turns to love. They feel fearful for Snow White and
angry at the wicked witch.”
About Firefox

“This is an important lesson for brands.
Great brands connect with customers at the emotional level.
The contrast between the hero and the enemy helps audiences grasp the
hero’s true nature. Only against the backdrop of darkness do we come
to appreciate the qualities of light.”
http://brandscapes.com/branding/brand-strategy-does-your-brand-have-an-enemy-it-needs-one/
- Roger Grant
President and Chief Brand Strategist
of Identicor Marketing Inc.
About Firefox

Firefox fights to “build user sovereignty into the fabric of the Internet.”
That means that you are in the hot seat with regard to how much
information you share and with who. User sovereignty literally means
that the consumer is king and should never beholden to any other user
or corporation on the web.
About Firefox

The enemy in this case would be the
corporations that have access to and manipulation of
private information that mobile users are vulnerable to
by using those platforms
About Firefox

In the Mozilla worldview,
the only person that should know about your web access is you.
Instead of sharing widgets that plague every site on the web, Mozilla
makes sharing an integral part of its UI. It fights to prevent
numerous intermediaries from tracking and selling your data.
About Firefox

About Firefox
“Seven years ago when you chose Firefox 1.0 over
Internet Explorer, you were making a statement and
embracing the open source movement. Next year, if
you choose Firefox, you might experience the web in
a very different way from its competitors.”
http://www.extremetech.com/computing/102283-firefox-is-the-clouds-biggest-enemy
- Sebastian Anthony
ExtremeTech.com

Now that we know what Firefox stands for, let’s take a look at
some upcoming trends that can directly influence the new
Firefox Operating System. We will see trends in technology,
social interaction, buying habits and smartphone usage.
About Firefox

#1The growth of cloud services are allowing smartphones to do more.
Instead of storing data in their hardwares, smartphones have access to
all their data through the cloud services, allowing more applications to
be processed at the same time and faster. That means this information
can be accessed by multiple devices, but that also means that their
private information is stored somewhere else that is not on their phones.
The growth of the cloud service

#1“The cloud has been widely used by mobile users and most of the
cloud services are presented as Web sites and accessed by the
browser running on the mobile browsers. More and more cloud
services have been provided through web applications,
which are installed from an application store and run like
native applications on the mobile client. Either with a
browser or standalone web application, the following areas
should be considered in mobile OS design.”
- Intel, on mobile OS architecture
http://software.intel.com/en-us/articles/mobile-os-architecture-trends

#1
“At the recent TechEd North America there was a big drive
towards Cloud OS and People-Centric IT – essentially, the
idea of simplifying how users access their applications and
data on many platforms and devices.”
- Tom Carter
TechNetUK
http://blogs.technet.com/b/uktechnet/archive/2013/06/13/going-beyond-windows-8-what-does-the-future-
of-operating-systems-look-like.aspx

#1“IamOrganized keeps both local and cloud-based files in one
convenient, easily searchable location that may be accessed and
searched across a variety of devices. Plus, it looks pretty. If this
does come to fruition, it would likely emerge as a strong challeng-
er to Google Drive and boost iCloud’s visibility. There’s also talk
that Apple will make iCloud friendly and more useful to third par-
ty apps with many behind the scenes tweaks made in response to
developer complaints.”
- DigitalTrends.com
http://www.digitaltrends.com/computing/mac-os-x-10-9-what-can-we-expect-from-apples-next-os/
#ixzz2YfqGaGmw
Apple to implemente cloud and local files all in one place:

The Firefox OS is different from current platforms.
It connects web-based applications to the underlying hardware.
That means that Firefox OS puts the control of the user data in the
hands of the user, who gets to decide where this personal information
goes. They have the power over their personal data and
no corporations can have access to it.
Why it is relevant to Firefox

#2
What makes the dominant operating systems so successful nowadays
is its wide variety of applications available. But the success of app
marketplaces like that is due to developers and their community.
These platforms make it as easy as possible for apps to be added to
the marketplaces and reward the developers.
The success of an OS is due to
developers

#2“By establishing open software platforms that allow
third-party developers to create applications and distribute them
over the platforms’ built-in marketplaces, Google and Apple both
managed to create prospering ecosystems around their
smartphone operating systems.
The availability of a comprehensive set of “apps”,
or more generally speaking complementary software
applications, has become one of the key success factor for
smartphone software platforms.
- Institute for Information Systems and New Media
Ludwig-Maximilians-University Munichm
http://www.user.tu-berlin.de/komm/CD/paper/090322.pdf

#2“A positive example of integrating both sides (app developing
and distribution) was given by Apple. The platform provider
simultaneously announced that the approval process for
application will become more transparent (a facet of the
distribution channel’s openness) and that the policies concerning
the use of third-party development tools will be relaxed (a facet
of the platform’s technical openness).”
http://www.user.tu-berlin.de/komm/CD/paper/090322.pdf
- Institute for Information Systems and New Media
Ludwig-Maximilians-University Munichm

#2“Along with Internet development, especially after Web 2.0, there
is abundant information in the network waiting to be searched,
organized, mined, and brought to users. People are increasingly
living with the Web instead of just browsing it.
More and more people are involved in the development,
including information contribution, application development,
and social interactions. The mobile operating systems can-
not be self-contained, but have to be open systems.”

#2“Much of the current top mobile operating systems (Apple,
Android, Windows) have a documented software development
kit (SDK) with well-defined APIs that enable the common
developers to develop applications for these systems.
They also have online application stores for the developers
to publish and for the users to download applications.”

In the end, who is really investing in your OS are the developers, they are
what makes an OS attractive to the public eyes. Since the sense of
community between developers and users at Firefox is one of its core
beliefs, it is essential for Mozilla to embrace these people as much as
possible and help shape the Web experience together.

#3
The operating systems’ user interface are changing, towards a more
native and humanistic approach. These platforms are starting to realize
that the UI should be much more focused on the human interaction of
the person with the phone rather than its’ processing capabilities.
A native OS is essential

#3
“We just completely ran out of green felt, and wood as well.
This has got to be good for the environment,” joked Craig Fed-
erighi, Apple’s senior vice president of software engineering, when
introducing a less cluttered redesign of Apple’s Game Center,
in a clear dig to the past efforts at aping realism. “In many
ways, we’ve tried to create an interface that is unobtrusive
and deferential,” Ive said, where the design “recedes” in order to
elevate content on the screen.”
- Rachel Metz,
TechnologyReview.com
http://www.technologyreview.com/news/515736/apples-new-
mobile-os-is-all-about-ive
Apple’s iOS approaches a “more humanistic” way to user experience:

#3“In a recent performance measurement with a few market Android
devices, we found there was a device X behaving uniformly worse
than another device Y with common benchmarks in graphics,
media, and browsing. But the user perceivable experience with
the device X was better than device Y. The root reason we identi-
fied was that traditional benchmarks or benchmarks designed
in traditional ways did not really characterize user interac-
tions, but measured the computing capability”
Users prefer user interaction rather than traditional benchmarks:

#3“Traditional benchmarks only measure video playback perfor-
mance with some metrics like FPS, or frame drop rate. This meth-
odology has at least two problems in evaluating UE. The first
problem is that video playback is only part of the user
interactions in playing video. A typical life cycle of user interac-
tion usually includes at least the following links:
“launch player” > “start playing” > “seek progress” > “video playback” > “back to home screen.”
Yet good performance in video playback cannot characterize the
real user experience in playing video. User interaction evaluation
is a superset of traditional performance evaluation..”
Example:

#3
“Android is pretty much a confusing mess,
and if you are looking for something that is
more intuitive, Windows is there for you.
And the iPhone is kind of boring now.”
- Terry Myers,
Windows Phone user
http://www.mobileworldlive.com/microsoft-talks-up-windows-phone-success

#3
“Smartphones showed a much higher level of researching versus
buying online. While 52 percent of consumers would shop online for
a smartphone, just 23% could see themselves buying one online.
This finding represents a critical opportunity for brick-and-mortar
retailers. One of the largest CE categories (smartphones) reveal
significant consumer reluctance to being purchased online”
- The NPD Group, Inc
https://www.npd.com/lps/pdf/CE_e-Commerce_Final_Report.pdf
Smartphones are highly being researched online, but not purchased.

Firefox is the best
Users want to feel as if they had the phone for years,
yet they want something new and innovative.
Customers still do a lot of research online, but the final purchase
decision of new smartphones is still made at the store. Customers want
to try the phone before they buy it. They want to feel the weight,
explore the phone’s interface and see how comfortable they get with it
in a short time at the store.

#4
Communication between phones nowadays goes much further than
voice and text. In fact, these two primary communication
mediums are starting to get less relevant. Smartphone
users are finding new ways to connect with one another.
It can be through social media applications or media exchange, but
users are starting to explore new ways of communicating with their
friends.
Communicating with different medias

#4
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
Snapchat allows you to share
content for a short term:

#4
The rise of sound and
sound sharing:

#4
Photo, video, audio and data
sharing to grow even more:

People nowadays want more than a phone that can text and call.
Instagram and Snapchat changed the way we share media, Twitter for
information and Facebook for how we stay in touch with our friends.
These mediums are becoming more and more part of how we interact
with one another. Windows is losing customers because it doesn’t have
Instagram or any Google apps now. For an OS to be successful in this
market it has to provide basic media-sharing capabilities.

#5
New digital tools are bringing people together online
to bring them closer offline. New users value that they can
connect with other people, but are starting to appreciate
more and more the face-to-face contact.
Online to Offline

#5
http://www.slideshare.net/mobileyouth/mobileyouth-what-is-the-social-customer

#5“This trend involves using digital tools to create face-to-face, real
world interactions. It’s the combination of social (trust), local and
mobile. Botsman* used the example of service networking – using
our online relationships to get things done in the real world. This
can be seen with websites like Airtasker, where users post errands
they need done and pay ‘runners’ to complete them.
As the line between the online and offline becomes increasingly
blurred, the challenge for marketers is to leverage the idea of ‘in
the moment’.”
- Haylie Pretorius,
Business2Community.com
http://www.business2community.com/digital-marketing/new-frontiers-in-digital-market-
ing-the-convergence-of-technology-business-and-brands-0523359
* Rachel Botsman, Social Innovator

People value the offline interaction much more than online.
They realize that relationships in the real world are much deeper and
meaningful. They know the capabilities of social media for maintaining
connections, but there is no interaction like the real world.
The Firefox OS brand should not only be associated with the idea
of bringing people together online, but it should be a brand
that allows that to happen in the offline world as well.

Suggestions, comments or feedback?
Contact me: Rileumann@gmail.com
Riccardo Leumann
RiccardoLeumann.comCreative branding and strategy

Firefox OS - Evolving the brand role

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