TITLE

Can Firefox Browser Derail Microsoft?

AUTHOR(S)
Van Camp, Scott
PUB. DATE
November 2004
SOURCE
Adweek Magazines' Technology Marketing;Nov2004, pN.PAG
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the shift of the Firefox browser into an open-source phenomenon, as of November 2004. Apparently, more than five million people have downloaded the preview version of the free product, developed by the non-profit Mozilla Foundation, while Microsoft's Internet Explorer (IE) share is allegedly eroding, albeit slightly, for the first time due to security concerns by users. The official launch is significant from both product and marketing standpoints. Firefox is the real deal, according to Stephen O'Grady, analyst at software researcher Redmonk. The browser has features superior to IE but, unlike IE, has so far been immune to disabling viruses. In one significant way, Firefox is not like Linux. It is affiliated with a major corporation, in this case Time Warner, which spun off Mozilla as a non-profit in 2003. Since then IBM and Sun Microsystems have contributed to Mozilla. Despite the blue chip backing, Firefox's marketing is allegedly on the cheap. In September 2004, Mozilla rolled out a community marketing campaign dubbed Spread Firefox, launching a Web site of the same name that has attracted more than 25,000 marketing volunteers, many of them lured by the chance to attack the Microsoft empire. Ideas flood the site, including Firefox plush toys, a babe calendar and product placement on television, for example.
ACCESSION #
16609966

 

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