We've been studying how to promote Firefox for Android to our users, and realized that we need to make some changes that will make it easier to install Firefox for Android.
When we promote Firefox for Android in the desktop environment (such as through a snippet), the user clicks on a link that takes them to the Google Play store. Unfortunately, once they arrive, they can’t simply click to install, as they're viewing the link on a desktop browser, not their phone. In order to install, a user must leave their desktop, pick up their phone, start the Google Play app, search for Firefox and install it. We would like to use SMS to help make this process easier for our desktop users. To do so, we would like to provide users with the ability to enter their mobile phone number to receive a text to their phone containing the download link. Although a one-time use, we’d need to keep their phone number to protect against abuse (someone entering the same number multiple times). We’d also like to include a checkbox for users who would like to opt-in to ongoing SMS messages from Mozilla. Use Case To help our desktop users easily install Firefox for Android, we’d modify many of our user engagement channels. The snippet is the most pressing given the large number of impressions it receives each day. Here’s an example of how a user might interact with the snippet post SMS adoption. - User opens Firefox and sees about:home - User clicks on snippet and is taken to Mozilla.org landing page - On the landing page, user will have ability to request an SMS message with the download link - Users enters phone number and receives an SMS with download link - User goes to Google Play and installs Firefox for Android Data Collection: • Mobile phone number • Delivery, non-¬‐deliver • Opt-‐in to ongoing SMS messages •Opt-¬‐out of ongoing SMS messages Tracking: Our vendor would track delivered/non-delivered and SMS delivery metrics. Opt-in/out would be tracked for those who opt-in to ongoing SMS marketing. Mobile number would also be stored to prevent abuse (someone entering the same number multiple times.) In addition, our SMS service will measure whether or not a user has clicked on a link. We’ll use this as a trigger point to send a download reminder to those who opt-in for ongoing SMS messaging. Messages: • Text containing the Firefox for Android installation link • Reminder message (for those who opt-in to ongoing messages and don’t click on the installation link) • Ongoing SMS messages (may be sent in the future for those who opt-in) User Choice: Entering a mobile phone number is completely voluntary. Users who would like to download Firefox for Android, but don’t wish to share their mobile number with us can simply visit Google Play, search, and install. The Firefox for Android download is a one-time opt-in send for users who enter their mobile number to receive it. Users who also check a box to opt-in to ongoing SMS messages can later opt-out at any time. Privacy Policy Impact: To implement our proposal, it will be necessary to edit our existing Firefox privacy policy, which states: SMS Text Message Downloading (Firefox for mobile only) In addition to downloading Firefox for mobile onto your mobile device from our download website, Mozilla provides an easy way to send yourself an SMS text message from the Firefox for mobile main website, which will include a download link. If you choose to send a text message, the mobile phone number you type into the box on the website will not be stored on any Mozilla servers. Proposed Update to Firefox Privacy Policy – SMS Text Message Downloading (Firefox for Android only) In addition to downloading Firefox for Android onto your mobile device from our download website, Mozilla provides an easy way to request an SMS text message with the download link. Unless you opt-in to ongoing SMS messaging, the mobile phone number you input on the website will be used and stored only for the purpose of sending this one-time message and to provide abuse blocking, where available. Discussion on Governance: We'd like to make the decision on how we'll move forward in one week. If you see any reason to lengthen the posting period, please let me know and we'll consider an extension. Thanks- Winston Bowden User Engagement _______________________________________________ governance mailing list [email protected] https://lists.mozilla.org/listinfo/governance
