Mozilla Labs Apps Project Naming and Branding

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NAMING AND BRANDING FOR THE DEVELOPER PREVIEW OF THE MOZILLA LABS APPS PROJECT

Disclaimer: Please note everything written in this wiki reagrding naming and branding is NOT final and will be subject to change.

Purpose

The purpose of this document is to define the branding and communication strategy for the Mozilla Labs Apps project as we continue to evolve the offering and head toward productization, to ensure that we're consistent in our communication across all channels and within all product experiences.

Strategy

The naming and branding strategy is to maintain the Apps initiative under the Mozilla Labs brand as a "project" during the early developer previews and alphas. Final branding and naming will be put in place for the beta and general availability releases early in 2012.

Full Name of Offering

Mozilla Labs Apps project - Developer Preview

Parent Brand

Mozilla Labs

Description - Developer Preview

The Apps Developer Preview release give a limited number of 3,000 developers to access HTML5 APIs and Marketplace. During the preview period we are looking for feedback and testing as part of the Mozilla Labs Apps project to develop a HTML5 app platform that will work across all browsers and all devices. Our intent is to formalize this new platform and launch as a product next year (Beta expected in Q1 and full launch in Q2 2012). Final branding, user experience and naming are to follow, and subject to change.

The Apps Developer Preview is a "sandbox" environment to simulate the developer experience of submitting a HTML5 Web app to Mozilla. This test environment gives developers a taste of the work flow of uploading, pricing and selling an app, but it is not a permanent environment. Some of the features and functionality planned for the product will not be available in the preview. Also, the data a developer adds in the preview will not persist or be saved. When the product is ready to go live, preview developers will need to re-upload their apps. -

Common Usage

This is an early Developer Preview of our apps project being developed in Mozilla Labs. The project brings HTML5 app experiences built using Web standards and open technologies to all your devices, wherever you are.

Components Names

  • APIs/Platform: Apps Platform or HTML5 APIs ||What does this mean?? JMS||
  • App (always lowercase): The software that developers distribute and users install through our framework is always called an "app" and is only capitalized in a headline or at the start of a sentence. Other vendors/competitors' apps are referred to as applications (unless preceded by a brandname)
  • Application: Generic term, can be used in documentation, but never refers to a Firefox app OR a Mozilla app.
  • Apps Developer Community: We will be/have published the first apps documentation on MDN Apps Developer Community on developer.mozilla.org/apps. Like all MDN docs, these pages can be edited by any developer who has logged in to MDN.
  • Experiment: Mozilla Labs term for a project in its early phases. May be shareable or downloadable but there are no guarantees of whether it will continue under development or go forward to become a product.
  • HTML5: Refers to a variety of things, a constellation of specs including JS APIs.
  • Marketplace: Marketplace is the area where developers and users come together to offer and download HTML5 apps. Branding is not final, the marketplace should be currently referred to without Mozilla or Firefox.
  • Prototype: Not required for any consumer or developer-facing comms. Refers to an uncoded concept or an unfinished but demo-ready piece of code.
  • Project: always lower case when mentioned in the Mozilla Labs Apps project context
  • Mozilla Labs App Runtime Apps Add-on Name to AMO
  • Mozilla Labs App Runtime Android App Name
    • Soup names: (i) "App Marketplace from Mozilla Labs" and "App Dashboard from Mozilla Labs"

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Component destinations

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