A year back, Mozilla had generated considerable buzz with its announcement of a $25 smartphone. However, the company had to learn the hard way that simply an affordable price tag coupled with decent features does not make the cut in a world dominated by Android and iOS. Finally, Mozilla announced that it has decided to discontinue its smartphone program and instead will focus on revamping its mobile OS as well as make much needed changes to its business model.
As per an email sent by Mozilla CEO Chris Beard, the tech giant will emphasize on phones with strong specs rather than just a low price tag and might even collaborate with industry goliath and top rival Google. “We will build phones and connected devices that people want to buy because of the experience, not simply the price,” he stated in the email. He further added, “”We have not seen sufficient traction for a $25 phone, and we will not pursue all parts of the program.”
As per an email sent by Mozilla CEO Chris Beard, the tech giant will emphasize on phones with strong specs rather than just a low price tag and might even collaborate with industry goliath and top rival Google
This change in Mozilla’s strategy is a testament of how difficult it is to create an impact in a market overwhelmed by Android and iOS devices. The ecosystem created by these two giants is huge and extremely well developed, and hence organizations such as Microsoft, Nokia, Blackberry, all have struggled to compete against the behemoths. Hence, instead of going up against the two directly, a better strategy would be to accept their dominance and adapt to the prevailing market scenario. And that is exactly what Mozilla plan to do with their new strategy.
Avi Greengart of industry analyst Current Analysis, expressed the same sentiment, “If you are going to try to play in that world, you need to offer something that is so valuable that people are willing to give up access to the broader ecosystem,” he said. “In the mass market, that’s basically impossible.” Which is quite common sense really- why would anyone opt to switch to a new system when they are perfectly comfortable with whatever it is they are using right now?
Mozilla seems to have taken this in stride and is going to make some much needed changes. So let’s see how far their new strategies help them in strengthening their foothold.