sellmic.com

An article on treehugger has an interview with Paul Kim, VP of marketing for the Mozilla Corporation. The Mozilla marketing folks have decided to coin the term “organic software” in order to raise awareness of some of the other benefits of Mozilla besides its list of features.

Here is Paul’s rationale for using this term:

PK: I should clarify that we’re not trying to create a new model. Instead, what we’re trying to do is to help new sets of people who know nothing about open source software quickly start to understand that Firefox is something different from the software they’re currently using to access the Web. ‘Organic software’ is a concept we came up with that we thought would resonate with end users in ways that ‘free software’ doesn’t. I think ‘free software’, at least in the US, doesn’t carry the same valence that ‘FLOSS‘ does in, say, Europe.

PK: I think for people in the open source movement, the term ‘organic’ is a lot clearer and immediately graspable. I think in the broader culture, and again I’m speaking of the US, the word ‘free’ gets filtered through a consumer lens. So yes, it’s a terminology issue for end users - trying to communicate clearly what practitioners already grok.

I appreciate what the Mozilla folks are trying to do here, but this whole campaign seems wrongheaded and actually misleading. The term organic is often associated with organic food, which is supposed to be healthier and friendlier to the environment. That is acknowledged in the article. Using this term causes more confusion in my mind, when I first read it, I thought the Mozilla developers were making a “green” commitment and trying to save the environment by changing some of their habits (perhaps turn off their computers once in a while?).

What they should do is keep educating the public on the term “open source” instead of confusing the issue further. Their uses further overloads the word “organic” and I can also see companies jumping on the bandwagon and redefining the whole definition (ex: A software company pledges to go “green” and calls their software organic).

The article itself is proof of what I’m saying. It is from a site dedicated to environmental/green issues, and this Mozilla announcement has nothing to do with that, except that they now use the word organic.

Sorry Mozilla, a vote down on this marketing strategy from me.

Filed under: Firefox, Open Source on March 26th, 2008