Mozilla Euthanizes $25 Firefox Phone, Will Focus On 'Quality' Products

Having failed to put a dent in the smartphone market with its modest $25 offering, Mozilla has decided to overhaul how it goes about this whole mobile thing.

According to a new email from Mozilla CEO Chris Beard, the company is changing its strategy to an "Ignite" initiative that's going to focus on selling phones that have actual redeeming features -- not just a super low price. That doesn't necessarily mean that it's going to be targeting Apple anytime soon, but it does want to provide compelling features and performance to lure people over. That simply wouldn't be possible with a $25 handset.

Mozilla Chris Beard
Credit: CNET/Stephen Shankland

Perhaps the best news about all of this is that Mozilla isn't turning away the idea of allowing Android apps to run on its future phones. I have doubts we'd ever see Google Play on a Mozilla device, but it could “pull an Amazon” and release its own app store that manages both native and Android apps.

Mozilla states in an email, "We will build phones and connected devices that people want to buy because of the experience, not simply the price. We have not seen sufficient traction for a $25 phone, and we will not pursue all parts of the program."

With Google and Apple dominating the smartphone market, it'd be great to see Mozilla (and not to mention, Microsoft) get more traction here. What these companies dealing with lower market share are constantly being reminded of is just how difficult it is to increase your share when so many people are content with the platform they've already adopted. I sure don't envy the challenge!