Mozilla's forthcoming Firefox operating system will go toe to toe with Android and be used to target entry level smartphone buyers, new research has claimed.
A report by Strategy Analytics said the OS will account for 1% of global smartphone shipments by the end of next year. ZTE and Alcatel have signed deals to develop Firefox phones and the first handsets carrying the OS are expected to hit the UK by late 2013.
Neil Mawston, executive director at Strategy Analytics, said: 'Firefox OS will initially target entry-level smartphone users, which is a segment currently dominated by the Android platform in almost all regions worldwide.
'Overcoming Android will not be an easy task. To expand beyond niche status, Firefox OS will need to address at least three main challenges; they are low brand awareness among smartphone consumers worldwide, a limited retail presence in the influential United States market, and a relatively modest ecosystem of supporting apps and services.'
Earlier this week Mozilla appointed John Bernard as its global director of marketing and product. Firefox is the third most popular web browser globally and is estimated to be used by a quarter of internet users.
Editor: Graeme Neill