My presentation on Addons for startups at Echelon 2010.

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

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

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

4. browser customizations
“Add-ons”

6. published in 1997

7. 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

8. 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)

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

11. Firefox add-ons!

12. some numbers

13. Over 10,000 add-ons

14. ~2 Billion downloads

15. ~170 Mil. active users

16. 22 new add-ons
created each day

17. 35,000 Personas
600 new Personas/day

18. used worldwide

21. 1,957,682,872 add-ons downloaded
134,379,037 add-ons in use
https://addons.mozilla.org

22. 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

23. examples include...

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

26. toolbar & sidebar

28. 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

30. Examples from Asia?

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

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

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

35. Pencil Project (vi)

36. 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

40. 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

41. Also markets matter...

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

43. You win: Firefox t-shirt

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

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

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

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

51. So how do I start?

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

53. Coming later this year...
Add-ons Marketplace

55. What is coming in
Firefox 4 for Add-ons?

56. make the add-ons
manager better

58. 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

60. take mobile
to the max

61. Nokia N900 & Add-ons

63. Is that it? What else?

65. https://services.mozilla.com

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

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

71. http://fffff.at/shaved-bieber/

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