The document outlines Mozilla's beta strategy for Firefox 4, which aims to have 4 million active beta testers from diverse market segments to provide feedback on features, with an aggressive acquisition plan starting in mid-September and comprehensive feedback channels including surveys, social media, and the Test Pilot program to gather input from testers of all backgrounds. The beta launch is scheduled for the end of June to allow time to prepare the beta site and communications plans and gather competitive insights before the full release.

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

8. IE 9 review

9. Other: RockMelt, Opera

10. Performance demos/benchmarks

11. Security/Privacy research

12. Market share analysis

14. Assist with prioritizing features

15. Input for developing FF4 positioning & messaging

16. Assist with identifying the target markets for FF4

18. Firefox 4 Beta Feedback Mechanisms 9

20. To specific populations

22. What’s New

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

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

44. Communication with users for each beta respin.

45. Launch Mainstream campaign(s)