And in the same way that Firefox advanced the Mozilla mission by helping secure an open Internet for everyone, Firefox OS must also advance the Mozilla mission. We will consolidate all of our development efforts (including previous v2 feature work, v3 platform work, IoT explorations, Lightsaber, and more) around a new core development initiative. Our intent is to focus our time and energy on fully unlocking our full product potential and mission alignment. The Ignite initiative will focus on building a unified product experience and developer platform that exemplifies our values and the best of the Web. We will build the ultimate phone experience for the hundreds of millions of people who love Firefox, who care about having a secure, trusted, independent alternative that is hackable, customizable and powerful as an open platform for innovation.

Like we did with Firefox on the mid century modern geometric 04 black iphone case desktop, we will build this core product experience ensuring that it is clean, modern and easy to use, and yet powerful through its extensibility, clever design and features that put users in control of their experience, We will enable the mobile equivalent of "View Source", revamp our security model to expose more of the new mobile Web APIs to developers and enable an extension mechanism to add to the user interface and phone capabilities, This will be the phone that you want to use, and will use every day, We will activate our full community to participate in building this mobile experience, and use it as the basis for delivering the next generation of Firefox OS devices to the world, from the first time smartphone buyer to the technically sophisticated early adopter over time..

We will provide direct distribution of Ignite builds to early adopters with existing unlocked Android devices, as part of our new development model to build community and influence. And we will resource dedicated product development and release teams to build products based upon the Ignite core to address specific market opportunities (e.g. entry-level smartphones, smart TVs, etc.) that we will then distribute through our partners. To accomplish this, we will embrace a new set of Strategic Design Principles.

1) We will build phones and connected devices that people want to buy because of the experience, not simply the price, mid century modern geometric 04 black iphone case 2) We will focus on depth first vs, breadth first, Our goal will be to on achieve real meaningful success and significant traction within our target market segments, We won't allow ourselves to be distracted, and we won't expand to new segments until significant traction is demonstrated, (It's important that we establish a beachhead to build from, and that we're following through all the way from delivering the initial product to achieving real market success and end-user delight and advocacy.)..

3) We will build products that feel like Mozilla. We must define, build and own the product experience to ensure it delivers upon our brand promise and principles. This is critical to ensure that we're building product expertise and that we're able to deliver ever more value to our end-users and activate other distribution partnerships to reach even more people. 4) We will deliver compelling content and app experiences that exceed consumer expectations. We will continue to invest in Web platform capabilities and programs to incentivize developers to build for the Web. And to bridge this app gap between user expectations and the readiness of the ecosystem, we will explore implementing Android app compatibility, within a framework that keeps our long-term focus on the Web as the platform across desktop, mobile and connected devices. This mirrors our earlier strategy with Firefox in the face of Internet Explorer market dominance, and we believe this is a necessary step to the web flourishing as a mobile ecosystem.