Spreading Spread Firefox

Most computer users by now have heard of the Firefox browser. This is hardly surprising given the extraordinary rate at which it is still being downloaded and diffused around the world well over a year since its formal launch.

Given that there have now been nearly 150 million downloads (converting that into a meaningful number of users is probably impossible), it is only natural that people think of Firefox as an incredibly successful free browser. It is that, certainly, but it is also much more.

After all, the open source community has shown time and again it can write great code: Linux, Apache, The GIMP, OpenOffice.org - choose your own favourite. But Firefox has done something else - something that has never been done before by a free software project.

It has translated the secret of open source's power - a huge, distributed and connected development team - into the sphere of marketing. The Spread Firefox site has mobilised tens of thousands of users - not as beta testers, as has been the custom previously, but as a guerrilla marketing force.

Most famously, that force was mobilised to pay for the double-page ad in The New York Times. Through the aggregation of many relatively small donations it was able to take out some high-price advertising. In other words, the approach scales.

But the real achievement of Spread Firefox is much subtler, and more diffuse. The tens - hundreds? - of thousands of active Firefox supporters are Microsoft's worst nightmare: a completely invisible - because distributed - team of product evangelists that it can never hope to pin down, let alone match.

This is such an important step beyond the traditional open source process that it is tragic not more has been done with it. For example, although there is a Spread OpenOffice.org, it is only now that a Spread KDE site has been created; both seem in their early stages. But where are all the others? Where are Spread Linux, Spread Thunderbird, Spread GIMP, Spread Audacity and the rest?

All these programs have enthusiastic users who could be directly mobilised across the Internet to spread the word about how good these applications are. Relying on old-fashioned, uncoordinated word-of-mouth is simply to throw away everything that has been learned from Spread Firefox - and to discard one of the strongest trumps in the free software hand.