Mozilla presented its strategy to reclaim its position at the world's number one mobile browser, with rivals such as Google Chrome and even Internet Explorer 9 offering greater performance and a bigger install base. One of the features included is the long-requested mobile iOS browser, called "Junior;" the company currently offers Firefox Home on iOS, but that's for syncing bookmarks and tabs rather than being a full-featured browser.

Mozilla said it feels like the company is catching up to its rivals, and asked "What is the reason you would pick Firefox over Chrome?" From the audience, there was no answer. Mozilla said people pick products over the perception of a company in most regions. Chrome was the world's most popular browser for a brief period, despite Mozilla saying Germany has a dislike towards the company.

Talking functionality, the company wants a browser that combines simplicity and functionality. That will be done through the Australis redesign, and part of that was promoting add-ons as people use a browser differently depending on factors such as the user's profession or if a user wants to change the way a browser looks. Australis will combine the toolbar, add-ons and customization into the same UI.

Mozilla unveiled Search Tabs, which is basically a list of the search engines on the left which users can choose between. Rather than users going to the next page if a search doesn't bring up results, different engines can be used. Firefox currently is the last browser to use separate search fields, rather than integrated search.

The question is how much do users care about other engines? Google Chrome is the most popular browser for a reason: it uses Google. The majority of searches probably appear instantly and accurately. Switching between five different search engines may feel laborious, and could be seen as defeating Mozilla's point of Firefox being fast.

For the iPad, Mozilla said it's launching the browser on the platform because it's one of the biggest in the world. It's a full screen Web browser, compared to a magazine, and there are just two buttons: the back and plus buttons - the latter is for searching/clicking recent or favorite Web sites. Apple implements Safari similarly to the desktop version, and Mozilla say its browser has the advantage of being designed for the platform. Entering a new URL shows Web sites as rectangular icons, rather than an app or text, similar to Speed Dial which originated on Opera.

Apple doesn't allow users to replace the default application, though, so clicking a link in an e-mail will still open Safari and that ultimately may cause users to stick with Apple's browser. That's because the company wants to control the user experience: being thrown out of Firefox and into Safari is jarring. There's also the question over what Firefox means to the average consumer with Chrome now prominent.