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2014 Goals

We're not doing a bunch of random initiatives; we're doing stuff that fits together for a reason. We're building a better internet. This is an easy thing for even newcomers to Mozilla to know. We have a certain set of values. The moment we're at right now, which we started at the Summit, is to ask what is a practical way to actually live and build out that mission, and how do we make an impact today?

As Mitchell Baker said in her talk at the beginning of the Summit, Mozilla is about taking action and building things to make this mission real. We hope that we shape how the internet works - and really how the world works - and really build our values in.

Below is a list of our top-line product and support team goals for 2014 as well as a link to a visual dashboard (Coming Soon) to track progress.

We know that solid execution will beat an awesome plan with no execution every time. We can play with the numbers and debate the plan, but really we need to go for a while and then evaluate. The very idea of an annual plan is something new for us and it may feel strange because of that. These days in software you go in sprints, not waterfalls. So, let's not try to build the perfect plan. Let's build a good enough plan, and move fast and change things as we go.

~ From the Mozillians Town Hall re: 2014 Goals (February 2014):

2014 Goals Detail

Scale Firefox OS

2014 is really critical for Firefox OS. In 2013 we proved the viability of the platform, our ability to deliver it, and the existence of a nascent ecosystem. Now it's really a momentum play to scale Firefox OS in 2014. A question was recently asked in a staff meeting, "Isn't Firefox OS over Horizon 2?" No, it's not over that hump. We've proven that we are the ones who can do this now, but to actually do it is going to take the same kind of concerted effort we've been applying for the past two years.


Scale FirefoxOS in order to be a significant player worldwide.

Measurable goal(s) in 2014

  • 8 million devices sold in via operators and open-market retail channel (focus on Asia)
  • 2 million devices sold via operators (focus on LatAm)
  • (Combined 0.8% worldwide smartphone* sales)
  • Stretch goal: 1% of worldwide smartphone sales - "Smartphones" = modern platforms (i.e. Android, iOS, Windows Phone)


  • Unlock open-market retail channel via low cost, turn key devices in Asia
  • Differentiate Firefox OS to consumers in Latin America with a distinct value proposition

Add Services to our Product Lines

One thing we've learned at Mozilla is there is no such thing as client software succeeding on its own anymore. When a user is looking at which phone to purchase, they're not just looking at the hardware and the OS. They want movies, music, games, communications. It's all about giving users the whole end-to-end experience. We need to ask how to create horizontal platforms that anyone can build on. What Mozilla can do is create a services hub around a user. It may include services we build (like Marketplace) and services other people build (maybe a storage service). We need an account that is open so that anyone can hang that sort of information off of it.


Become a force in the cloud while delighting our users by adding services to our products.

Measurable goal in 2014

End the year with 20M people using a Firefox account.


  • Build a unified Firefox Account experience across all our products
  • Support FFOS, Desktop, Android product teams with cloud-based services that will help attract and retain users
  • Identify and develop cloud platform capabilities that will differentiate Mozilla's products

Get Firefox on a Growth Trajectory

Firefox is critical. Firefox is what gives us the ability to move the web forward. The APIs that we ship in Firefox OS could not be standardized without the pull we get from Firefox. We're also helping hundreds of millions of people to navigate the web. And it gives our brand its strength and the trust people place in it. Desktop is not going to go away overnight. We can get a lot out of it and do a lot for people if we keep improving it.


Maintain and strengthen Mozilla's influence over the health of the web by growing Firefox's share of the world's web use.

Measurable goal in 2014

Year over year growth both in total users and hours of usage.


Our installed user base is much larger than our market share suggests. The majority of internet users use more than one browser, and about half of Firefox users are occasional users. We will increase usage by winning those users back. We'll do this through:

  • Australis, which is not only a visual improvement, but also focuses on ease of customization, making Firefox feel more "yours", and supporting your habits better than other browser
  • Better onboarding to get users up and functional faster, so that they don't wander off
  • Attacking known secondary browser use cases to attract users of other browsers to Firefox, and to keep Firefox users from being attracted elsewhere.
  • Better integration of services (see Accounts goal) to give users extra reasons to choose, and keep, Firefox as their default

There is also significant opportunity for Firefox to grow and attract new users. We will grow our userbase by:

  • Focused marketing on specific growth markets. We'll also align with FirefoxOS marketing efforts in cases where that can amplify the volume.
  • Cleaning up our acquisition funnel, particularly in markets that are underperforming
  • Continued organic and distribution growth on Firefox for Android, while also investing in experiments on Android to be more than "just" a browser

Invest in Sustainability

We are applying more focus than ever before to the long-term sustainability of Mozilla. That sounds like a fancy way of saying money, and maybe it is. We want to be around for 50, 100 years. We need to hedge against the idea that desktop search over time will deteriorate and is not the source of revenue that will take us through the next 50 years.

It's been a challenge. The relationship between money and open source can be strained. But it shouldn't be. It's a tool in the toolbox; there's no need to be overly religious about it. And participation in the commercial ecosystem is something that we believe is necessary; it's part of our manifesto. We should be very attentive toward what we believe is the right thing to do, and we will have debates about it. But we have the opportunity and the goal to make Mozilla sustainable for the next 50 or 100 years.


Invest in sustainability to grow diversified revenues this year in a manner that serves users, the mission, and our values.

Measurable goal in 2014

Our goal is to strive to hit meaningful diversified revenue by December 2014.


Our strategy is to partner with sites and brands to provide valuable content to our users on a monthly basis.

After reviewing over a dozen revenue opportunities for Mozilla, we have isolated a few that we are pursuing this year. These opportunities are generally b2b models but involve putting the consumer first in all of them. Here are the first two:

  • Tiles: There are a few opportunities that we plan go to market with in 2014 the first of which is to provide sponsored content on Firefox Tiles. Mindful of our values, we'll then evaluate the program and look to develop enhancements that benefit users and generate revenue.
  • Voices: We look to roll out a PBS/NPR style web-based video series about our Mozilla biased view of the world. This video series and associated content will go live weekly and be promoted on the New Tab pages. We will work with selected underwriters to sponsor this content to generate meaningful revenue.

Grow Adoption of Webmaker

One thing the Mozilla Foundation team has been working on for a couple of years is helping people understand how the web works at a much more sophisticated level. Our goal of improving the web is easier if people understand what the web can do for them, and also if they can build a connection to us and begin to share our values about the web.

How do we help people learn how the web works and its importance? We've built a good set of tools, but now we need to focus on growing adoption of those tools and programs. There are a couple of particular tactics we plan to use. The first is to take the core Webmaker sites and products, and to invest a lot in refining the UX and content. The second is to build a set of engagement funnels to help people who want to get involved in our activity.


Grow adoption of Mozilla Webmaker, with the ultimate goal of getting more people to embrace the open technology and culture of the web.

Measurable goal in 2014

Webmaker community to include 10k active contributors teaching web literacy by end of 2014.


  • Put in place clear engagement ladders.
  • Prioritize lead users who will help us build and teach.
  • Build on-boarding pathways and teaching kits that make it easy for educators to use Webmaker with the people they work with and teach every day.
  • Develop badges programs for Webmaker, Hive and the Mozilla Contributor Program.

Enable Communities that have Impact

The bedrock of everything we do, built into how we do things, is how we do things openly and transparently. Frankly, from a competitive standpoint, it's how we punch above our weight. We couldn't do the local launch activities for Firefox OS without our local communities. We couldn't have built the product without our community of partners. We need to continue to focus on how we work and how to be open.


Scale our influence by growing communities that impact Mozilla's key initiatives and the overall health of the Web.

Measurable goal in 2014

Increase active contributors to Mozilla’s target initiatives by 10x.


Mozilla Corp. Mozilla Foundation
Connection Understand the talent gaps to the successful execution of our core initiatives and connect potential contributors to the most impactful work. Driven by David Boswell. Empower existing Mozillians with training, campaigns and curriculum that help them to recruit and mentor new contributors to our top-line education initiatives. Driven by Michelle Thorne.
Growth Rally a large, diverse pool of volunteers who are ready to actively contribute to our top line initiatives. Driven by Mary Colvig. Rally and support a large, diverse pool of new volunteers who want to help grow Mozilla's top-line education and new community initiatives. Driven by Michelle Thorne.
Support Refactor the People Team expertise (onboarding, engagement, rewards, development) so all active contributors are productive, intend to remain active, and refer others. Driven by Deb Cohen. Build a system to reward all Mozilla contributors with badges. Driven by Emily Goligoski.

See also

Town Hall Schedule

Support Team Goals

Visual Tracker

Archive 2014

This section is for archiving 2014 specific subjects on the wiki, e.g. Events, so that those pages can stay smaller and focused on the current year. Also useful for date-specific pages, such as event-specific pages.

See Also