Browser firm Mozilla’s move into smartphone software will struggle to gain traction because it is squaring up against Android, Strategy Analytics analysts claim.
The research firm tips the mobile version of Firefox to grab just 1% of smartphone shipments in 2013, due mostly to its focus on entry-level devices – a segment currently dominated by Google’s mobile operating system. Neil Mawston, executive director at Strategy Analytics, says Mozilla faces three main hurdles if it is to enjoy anything but niche status in the smartphone market.
“[T]hey are low brand awareness among smartphone consumers worldwide, a limited retail presence in the influential US market, and a relatively modest ecosystem of supporting apps and services.”
Despite the challenges, senior analyst Scott Bicheno notes Mozilla’s mobile OS is attracting interest from big names including handset vendor ZTE, and operator Telefonica. He predicts the first handsets using the software will launch in Western Europe or Latin America in 1H13.