MOUNTAIN VIEW, CA: Mozilla is anticipating launching a raft of events when it unveils the final version of its Firefox 2.0 browser upgrade, expected in September.
Paul Kim, Mozilla director of product marketing, said a full set of launch activities are planned.
"We will do a robust press tour, and some set of awareness above and beyond press," Kim said.
Even though the final version won't be out until the fall, Mozilla is attracting plenty of attention with a beta version of the browser upgrade, which was released mid-month.
Even though the company has not done outreach, the beta version has been featured and analyzed on numerous sites online, such as PC World, PC Magazine, Red Herring, and ABC News.
"We just released Beta 1 today and made the announcement through our developer news site [at www.mozilla.com]," Kim said, adding the company's goal was to "Get the word out to testers. We are really focused on getting feedback from our users."
The upgrade now has anti-phishing, textbox spell-checking, and better RSS support, among more than a dozen other features.
Firefox 2.0 will be released for free download, possibly the second week in September to "Tens of millions of users," said Kim.
Mozilla works with San Mateo, CA PR firm A&R Edelman, but traditionally uses grassroots and user-generated campaigns to get the word out about its products, Kim said.
For example, when Firefox 1.0 launched in November 2004, more than 10,000 users and supporters of Mozilla donated $250,000 to buy a 2-page spread in the New York Times.
Microsoft's Explorer has an 83% market share and Firefox is next with 12%.