Web browser Firefox grows via socially networked media

January 20th, 2005

Mediapost talks about the increasing use and spread of the web browser Firefox.
Developed by a non-for-profit organisation Mozilla.
The browser has been downloaded for use 19 million times so far. And according to the Firefox website has happened in 10 weeks.
The interesting thing about it is its capability for personalisation according to Mediapost. Plus its ability to block ads. Again this signals to brands that are going to have to start thinking in ways where they think about 'non interruptive models' of marketing communication.
Firefox is looking contagious, and has spread virally and also a community has sprung up around the project. The Mozilla foundation raised a staggering $250,000 via 10,000 donors to place an ad in the New York Times, this is being repeated in Holland. This is a community/customer advocacy driven initiative. Most companies are starting to realise that customer advocacy is the key to growth.
There is a great deal of interest in if and when Firefox will reach critical mass.
As Cory Treffiletti says

It's a great time to be in advertising, and a scary one if you don't think about the future.

Such initiatives represent the fact that we live in the connected and networked society. The term network society is jointly attributed to two researchers – Manuel Castells and Jan van Dijk . Manuel Castells believes that networks have become a basic unit of modern society. Jan van Dijk differs slightly from Castells in that he believes that modern society still consists of individuals, groups and organizations, though increasingly they are being organized and linked in social and media networks

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