Firefox OS Launch

May 20, 2013

Client: Mozilla (and Telefónica, a local partner)

Project: Firefox OS Launch

Market: Brazil

PR Team:• Christianne Poppi• Lisandra Maioli• Nihan Beyazoglu

Firefox OS Launch

Firefox OS LaunchSITUATION ANALYSIS

The Target Market: • Middle class of emerging countries

The Product: • Low cost, high perceived value,

collaboratively developed product

The Objective: • Make Internet mobile access easily

available to the middle class

The Branding:• Fun and friendly; supportive and

protective; fast and powerful

Mobile World Congress, in Spain

Firefox OS LaunchSITUATION ANALYSIS

Background:

• October, 2012 - Research on the Brazilian Market and C-Class (middle class)

• January, 2013 - Presented to developers during Campus Party, in Brazil

• February, 2013 - Commercial launch announced during Mobile World Congress, in Spain

• June, 2013 - Commercial launch in Brazil and other countries

Gary Kovacs, Mozilla CEO

“In Silicon Valley we tend to see the world through high-end

devices. But that’s not true in the rest of the world.

So in the short term, we’re launching in emerging

markets where Firefox is particularly strong. …

It didn’t make sense for us to launch a version-one device

around the world.”

Gary Kovacs, Mozilla CEO - NY Daily News

Firefox OS Launch

“The introduction of the open mobile OS continues the Mozilla

mission to promote openness, innovation and

opportunity on the Web for users and developers.

As billions of users are expected to come online for the first time in

the coming years, it is important to deliver a compelling smartphone

experience that anyone can use..”

Gary Kovacs, Mozilla CEO - Mozilla blog

Firefox OS Launch

“2013 marks the start of a new phase in our industry, one that

will be characterized by open standards. It is a major step to

bring balance back to the telco sector, an

initiative with strong cross-industry support.”

Cesar Alierta, Chairman & CEO of Telefónica - Mozilla blog

Firefox OS Launch

The Brazilian Smartphone Market and its Middle Class (C-class)

Firefox OS LaunchSITUATION ANALYSIS

Brazilian middle class (C-class):

• 72.7 million Internet accesses through mobile devices (Telebrasil, 2012)

• 44% of the middle class access the Internet from mobile devices (Qualcomm, 2013)

• 16 million smartphones, a 78% increase (IDC, 2012)

Firefox OS LaunchSITUATION ANALYSIS

Brazilian middle class (C-class):

• 32.9% more smartphones will likely be sold between 2012-2017 (IDC, 2012)

• 19% of the middle class has a smartphone (Grupo.Mobi and W/McCann, 2011)

• 40.5% of the middle class planned to switch devices in 6 months (Grupo.Mobi and W/McCann, 2011)

Firefox OS LaunchSWOT ANALYSIS

STRENGTHS

• Accessible price (about US$100 for all countries)

• Brazil has been chosen to be the first launching country

• Mozilla currently has a large, developing community

WEAKNESS

• Already well-recognized by the developer community and not yet recognized by the target market

• Open-source system can seem fragile

OPPORTUNITIES

• Other systems are much more expensive

• Purchasing power of Brazilians is growing, especially the middle and lower classes

• Middle and lower classes want technology

THREATS

• Other platforms can be more in demand (Apple iOs, Windows, Google Android)

• A local brand called Positivo, running the Android platform and priced between U$200-400, has also been launched

PR Plan

The goal of this PR Plan is to create awareness, buzz, earned media

and news about the Firefox OS and its launch onto the Brazilian market by strengthening the relationship with the targets and developing one with the population not yet reached.

PR PLAN GOAL

PR PlanMESSAGE

Why

How

What

• Why: allow everyone the ability to access the Internet

• How: develop and create an open-source system

• What: sell a good and cheap smartphone

Golden Circle

PR Plan

Headline:

In June 2013, Mozilla, in partnership with Telefónica, is launching its first mobile system called Firefox OS.

Messaging Map

Key messages:

• Allow anyone to access the Internet anywhere or anytime• Good quality and reasonable price• Collaboratively developed

MESSAGE

PR PLAN

In June 2013, Mozilla, in partnership with

Telefónica, is launching its first mobile system

called Firefox OS, which will allow anyone to

access the Internet anywhere and anytime,

through a good quality and reasonably priced

smartphone, developed collaboratively.

15 seconds pitch message

PR Target Publics

PR Plan

1. Developers (especially those who already develop for Mozilla)

2. Telefónica employees/Mozilla collaborators in Brazil

3. Bloggers and SM influencers (tech and innovation)

4. Press (which covers Tech world)

5. End-consumers (mainly middle and lower classes)

6. The Brazilian Government (digital inclusion department)

TARGET PUBLICS

PR PlanTARGET PUBLICS

• Developers• Employees

• End-consumers• The Brazilian Government

• Journalists• Bloggers• SM Influencers

Telefónica Employees

PR PlanTELEFÓNICA EMPLOYEES

1) Internal Launch• Internal event for the Telefonica

employees with giveaways and raffle of devices with Firefox OS.

2) News Updates• News about the product and launch will

be posted on an Intranet and in an internal newsletter. The winners of the raffle will be interviewed for the internal portal.

Developers

PR PlanDEVELOPERS

1) Identifying/Mapping• List developers (especially those

who already developed for Mozilla)• List online groups focused on

developers

2) Updating/Keep in touch• Keep developers updated through those listed

groups and forums• Monitor the groups and forums to identify issues,

questions and doubts• Create a Facebook group for developers and a

Twitter account

PR PlanDEVELOPERS

3) Engagement Event (hackathon)• Create a hackathon day• Invite 100 developers

Bloggers and SM Influencers

PR PlanBLOGGERS and SM INFLUENCERS

1) Identifying/Mapping:• List tech bloggers and SM influencers

(especially those who have already written about Mozilla)

2) Informing• Send them a release in a post blog format

3) Event• Select the 100 most influencers• Send them a special invitation for an event• Organize an event with bloggers and SM influencers• During the event gift them with one smartphone

PR PlanBLOGGERS and SM INFLUENCERS

4) Raffle/Surprise• Identify 50 of the top bloggers and Social

Media influencers and send them one smartphone to raffle off among their readers

Journalists and reporters

PR PlanJOURNALISTS

1) Press-release and online media kit• Prepare a press release and an online

media kit (with videos, quotes, pictures, and an updated blog with the press releases)

Ex. of press-release headline:

"Mozilla chooses Brazil to launch its first smartphone Firefox OX.Telefonica is a local partner and will start selling it in early June 2013"

2) Identifying/mapping• List the journalists who cover tech, innovation and business• Identify three influential journalists from three major

Brazilian media streams

PR PlanJOURNALISTS

3) Pitching Stories• Send them the press-release and media-kits• Pitch the stories to journalists (and exclusive

interview) • Publish the press-release on online PR platforms

(Maxpress and Comunique-se)• Update the online media kit

4) Press Conference• Invite 30 journalists to a press conference• Publish the press-release on online PR platforms

(Maxpress and Comunique-se)

End-consumers

PR PlanEND-CONSUMERS

1) Social Media Channels• Create a Facebook page and a Twitter

account to update information• Raffle off 10 phones to the community

(one/week)

The Brazilian Government

PR PlanTHE GOVERNMENT

Digital Inclusion ProgramThe Federal Government could subsidize part of the value of the smartphone to the middle and lower classes, as part of its program of digital inclusion.

MEASUREMENT

Firefox OS LaunchMEASUREMENT

To understand if the strategy is moving in the right direction, there will be constant monitoring of the social media, websites, blogs and forums, counting mentions of the Firefox OS with weekly reports.

A clipping agency will be hired to gather and collect all articles published by traditional media and press.

Questions?