Firefox 5

Launch Update

• Mobile
• Desktop
• Add-ons Builder and SDK
• PR + Messaging
• Launch day rundown
• Getting Involved

Momentum

June 21st

Desktop, Mobile, and Add-on Builder / SDK

Feature vs. Release Driven

Themes & Features: Momentum, Innovation, User Control

• Millions of downloads, downloaded in 159 countries, 14 languages and counting
• Rapid Release
• First mobile Web browser to offer DNT
• Over 20 featured add-ons within our growing gallery
• Perf improvements

What Will It Look Like?

• Taking online marketing to a whole new level (Jul kick-off)
• Ongoing site optimzation effort
• Firefox Gone Mobile in London, SF (Jun)
• Touch Events Dev Derby (Aug)
• Mozilla.com, MDN content updates

Themes and Features: User Control and Innovation

• More than 1,000 improvements in this release
• DNT in the Privacy Pane
• 3D HTML5 Video with NVIDIA
• CSS Animations
• Add-On Builder and SDK release

What will it look like?

• No more version numbers!
• Mark Up launch and campaign through mid July
• Moz.com updates and improvements
• Continue to push our users to 4.0+ through Web Hero Upgrade Campaign and 5.0MM+ Direct Realtionships
• Potential NVIDIA 3D, HTML5 Video Campaign
• Community contributed demos through MDN's Demo Derby and conferences
• Developer Engagament is updating all our Developer resources on MDC, MDN etc for the release

• Value Proposition

• Really easy to build awesome add-ons using HTML, CSS and web technologies
• More Developer Tools and Resources

• What will it look like?

• New Builder Visual Assets and Moz.com Site Updates
• Announcements and Blogs
• How-to and overview videos
• Outreach to 10,000+ Add-On developers
• Builder-specific Developer events coming in Sept

Rapid release

High-level themes (innovation & user control)

Locking down final messaging this week

Press outreach

• Timing: Approximately 7:00 a.m. PDT

• Air Mozilla: Will kick off pre-launch and give glimpse of efforts that went into rapid release. Note your requested speakers here.

• Blog post live

• Twitter + Facebook posts pushed

• Note to marketing list sent

• Newsletter sent in German + English during day

• Social Media

• Participate in our efforts to get the word out by localizing and sharing the news.
• Reply to Facebook comments and tweets with Army of Awesome - you can use these signpost messages

• Email

• Sign up for our email newsletters and announcements - www.mozilla.com/newsletter
• On launch day, after you've received the email, forward the announcement to one friend.

• Blog Announcement

• Localize and repost Mozilla Blog announcement.
• Will be shared on Basecamp pre-launch. [Don't have an account? Ping mary at mozilla dot com]

• Track Coverage + Activities

• Collect blog posts, news coverage and more.
• Post in our activity tracker.

• Questions? Want to help?

• Find fellow Mozillians in #marketing on irc.mozilla.org or joing marketing@lists.mozilla.org