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SecondMe

Bubble Tea Innovation Studio

MozBeyond Team

April 9, 2020

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Executive Summary

Topic: Identity Systems (State of the Internet)
Product: SecondMe is a mobile tool that empowers users to manage and enjoy separate identities online with ease
Key Features:

Create up to 3 identities (“Other Me’s”) with FxA
Simple pseudo-account creation and auto-fill
Passcode and remembered logins
Easy identity switch with user error minimizing design
Option to explore content by categories and based on personal preference
Contained environment with anti-tracking technologies

Market Size: Key addressable market- 158M people based off of frequent private mode users
Business Model: Freemium Model and Partnerships (App placement Fee)
Key Assumptions / Risks and Dependencies: Reference
De-risk Strategies: Reference
Alignment to Mozilla: This proposal builds on top of Mozilla’s strong brand promise on privacy and security to empower users to take control of their Internet-connected lives with a separate identity hassle-free.

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74%

consider having separate identities

is important

Data:

India, Android mobile phone, urban and suburban,
24-55 year-old, Low and middle Income, 50% male and female
279 responses

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6 main use cases of having multiple identities

Keep aspects of life separate and private. e.g friend and families
Categories types of information/interests / content. e.g finance, technology etc.
Run businesses. e.g sell product on social media
Gain the access of benefits e.g.freemium services, discount/ coupon
Protect from being attacked by suspicious website e.g unknown china website
Get rid of tracking AD

Concept evaluation:

5 LGBT and people with mental health
Taiwan

Concept evaluation :

24
India, US, German

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SecondMe is a mobile tool that empowers users to manage and enjoy separate identities online with ease

Value Proposition

Pain point is on the online identities management

Makes efforts to create new identities
Forget which identity for which website
Forget passwords
Makes effort to switch identities
Mix up identities

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SecondMe MVP

Key Features (Basic Tier)

Create up to 3 identities (“Other Me’s”) with FxA
Simple pseudo-account creation and auto-fill

Manual import of existing pseudo-accounts (to be validated)

Passcode and remembered logins
Easy identity switch with user error minimizing design
Option to explore content by categories
Contained environment with anti-tracking technologies

Premium Features

Up to 5 identities with pseudo-accounts
Offer phone numbers (Geo-restricted)
VPN access

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User Journey: SecondMe

New User

Returning User

Select your avatar and input your SecondMe name to create a second identity. (Choose auto provided email or input your pseudo email)

SecondMe

Use fingerprint or passcode before opening the app.

Open your private studio and feed the content based on the category and sites you chose.

Open SecondMe App.

Select categories and sites you are interested in.

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Simple pseudo-account creation on various sites

1. Visit a site.

2. Auto-fill functionality helps populate the required fields with the necessary information

3. Engage sites using the SecondMe account.

1. Visit a site.

Remembered logins

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Use different “Me’s” for different Scenarios

Batman

Paul

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Business Model

Search partnerships through Google and other required search providers
“App” Placements (Promotions) on Home Page for a fixed fee over a certain period

Freemium Model

Partnerships

Users, at their own discretion, can choose to view ad videos in-exchange for SecondMe features

Basic	with FxA	Premium
- Explore content with a different identity - Explore content by personal interests - 1 identity and pseudomail	- all basic feature + - up to 3 identities and pseudomails	- all basic feature with FxA + - 5 identities and pseudomails - Customize pseudomails - Phone numbers - VPN access

Rewarded Ads

(in exploration)

For users not comfortable with making monthly/annual commitments can purchase the features they desire (VPN, additional identities)

In-app Purchases (One-off)

(in exploration)

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Competitor Spectrum

Anonymity

Pseudonymity

Permanent Accounts

Temporary Accounts

Standalone Tool

Integrated Tool

Secondary Email Account

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Private talk, text and email

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MySudo plans look like plans from a phone carrier

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Mitigations

Risks / Constraints

	Key Risks / Constraints	Mitigation Factors
Sensitive Topics	1) Politics, Religion, LGBT, Health topics are highly sensitive/illegal in many countries 2) Being mindful of providing a false sense of security - We aren’t totally anonymous	Pivot AWAY from: Targeting sensitive topic users Promising privacy / security aspects Promising permanent second identity �We focus more on removing frictions on having a second online identity for personal use
Feature: �Phone Numbers & SMS Generation	Phone numbers are highly regulated and costly in some countries	Phone number service will be provided as a premium feature. ��Additionally, we will geo-restrict this feature to regions outside of the US, CA, EU. (Further regions to be added based on regulations)
Feature: �Email Generation	Email service could be block-listed by websites. We can’t promise a permanent second identity	Email Service to leverage Firefox Private Relay OpsSec review by OpsSec team Require SPF for email forwards Generate addresses at multiple domains and domain mixed with non-generated addresses
Bad Actors & Fraudulent Behaviour	1) How to deal with Bad Actors? �If people do bad things, what do we do? Can we stop abuse? What’s our position?��E.g, Online bullying/harassment, influence politics.��2) Email service could be abused by spammers or scammers	De-risking Strategies Active fraud detection and account removal by leveraging FxA service (Continuous observation and monitoring to prevent bad actors) Marketing: Make clear that SecondMe is to be used for good and without ill-intent Conduct minimal data tracking/storage, but will comply with law enforcement if needed The onus of bad actor prevention is on specific-platform with bad actor cases. Launch Ideascale campaign on bad actor prevention (2 stages - internal / external)

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Next Steps

Milestones towards Gate1	Target date	Status	Progress
Further validation (UT with prototype) around desirability, usability, business viability	4/13	On Track	Finished user testing in Taiwan on targeting LGBT/Mental health group; India session to happen on 4/10, and the concluded sharing will be on 4/13.
MVP scoping	4/14	On Track	Current scope in the doc. To be refined after UT by 4/14.
Feasibility evaluation	4/17	On Track	Currently no feasibility concern from engineering. Will revisit again after MVP scope refined by 4/15.
Mitigation of legal risks	4/16	On Track	Weekly checkin with legal and no red flags now. Constraints and advices are refelcted in MVP. Final spot check on MVP scope by 4/16
Update market size	4/17	In Plan	Will do desk research first but if there is no finding, will conduct quantitative surveys in India and Taiwan
Resource asks / Timeline	4/17 - 4/21	In Plan	To begin assessment once MVP lock down
Quantitative market test	4/17 - 4/21	In Plan	Will conduct quantitative surveys in India and Taiwan
Business Model / ROI estimation	4/22	In Plan
Gate1 pitch with Nate and Stan	4/23	In Plan

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Thank

You

Please provide feedback to

mozbeyond@mozilla.com or

#em-collaboration on Slack

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Old Slides Below

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Identity Systems

Overview

Authentication Methods (e.g. Biometrics, passwords...etc)

User enroll into an ID system for the first time

Signing into an ID system for subsequent uses

Sign-up / Account Creation (Know your customer KYC process)

Identity Management� (e.g. passwords managers)

Identity Spectrum

Anonymous

Self-Asserted

Pseudonymous

Socially Validated

Verified

Profiled, based on IDs or other tech

Government Infrastructure (Physical and Digital ID) and framework��Legal Requirements��Company data practices and compliance�

Identity Systems

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Portfolio Approach to SecondMe (WIP)

Account Creation

Identity Management

Pseudonymity

Single Sign-On

Know Your Customer (KYC) based on Gov’t infra.��“Firefox Verified Anonymity”

Verified Anonymity

Web Payment Tokenization

Cryptocurrency

Anonymous Payment

Integrated Privacy Tools

SecondMe

SecondMe can drive the demand and accelerate adoption of Web Payments and Firefox Accounts

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Open Innovation on Bad Actor Prevention

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Competitor Analysis

		Why SecondMe is better?
	Sign up accounts without using their main accounts.	SecondMe offers peace of mind and remove frictions
	Allow users to generate a unique and anonymous email for every service users sign up with	SecondMe offers peace of mind and remove frictions
	Allow users to create and manage multiple Sudos/accounts, each with a phone number and email address	Different positioning Users use MySudo more like a phone or messaging app (Similar to a carrier)

MySudo

Secondary Email Account

*Private browsing = “DisposableMe”

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GTM Strategy

What channels will we go through?

Release mobile app on Google play store, mozilla-next.com, Xiaomi store, Samsung store, github
Owned channel cross sell using Firefox Lite / Firefox mobile browser / Firefox desktop browser
Partner channels such as mental health, LGBT NGOs...etc

How do we scale?

Partnership with relevant use case orgs such as Mental health, LGBT NGOs… etc
Create campaigns building on Mozilla’s strong brand promise on privacy and security
We can do referral or paid ads if LTV > CAC
Explore Desktop opportunities

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Key Dependencies, Assumptions and Risks

Dependencies

Partners to provide email, phone and VPN services
Subscription / Support Platform
GeckoView

Key Risks

Not yet built out prototypes to further validate key assumptions to de-risk on product desirability, usability, feasibility and viability
May end up helping bad actors on the internet (e.g. spams, spreading fake news, fraud, bullying)

Consequence: break the good intention and hurt Mozilla reputation

Potential legal/compliance issues in certain countries

Key Assumptions

SecondMe is more desirable for our use cases than private browsing and Secondary Email Account
Our privacy technologies (tracking protection, containers...etc) can effectively keep identities separate
Partner’s email and phone number services are reliable to sign up for accounts on major services and not get blocked
The addressable market size, app adoption, business model on freemium conversion rate predictions are within range and unit economics will work out
The mobile web experiences are available and good enough (compared with mobile apps) that users would keep using SecondMe

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System Architecture Diagram (WIP)

SecondMe UI

Container

ID#1

Container

ID#2

---

Container

ID#n

Tracking protection module (GeckoView)

VPN module (3rd party library)

Fingerprinting resistant module (GeckoView)

First party isolation module (GeckoView)

SecondMe Backend

Database: user subscription status

Database: user identity mapping and stored contents

SMS service

Email service

VPN service

3rd party

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Market Size

Target audience

Users who want to remain private when viewing or browsing sensitive topics on the internet.

Predict the market size

Basic assumptions �Three groups are our main targets: 1. Global Private Mode Users: 438 millions 2. Users who suffer from mental health disorder: 792 millions 3. LGBT global population: 234M~1.2B. Considering overlapping, we assume at least 792 millions in total from the three groups and 20% of the 792 millions will be interested in SecondMe.

158 millions

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Freemium Model

Addressable Market Size

Average Fee

Assumptions:

The market size is referencing slide “Market Size”
Tech Industry average for Freemium conversion rate 2%-10% (we assumed 0.5% conversion rate
The figures above are forecasted based on desk research, more supplement calculations will be require to assess the unit economics
Calculation for Revenue: 158M*0.2 (% truly pained)*0.005 (freemium conversion %)*$2/month

Revenue

*figure excludes other revenue sources

158M

$2/mon

$4M/year

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Deeper Dive: Freemium Model

Assumptions:

The market size is referencing slide “Market Size”
Tech Industry average for Freemium conversion rate 2%-10% (we assumed 0.5% conversion rate
The figures above are forecasted based on desk research, more supplement calculations will be require to assess the unit economics
Calculation for Revenue: 158M*0.2 (% truly pained)*0.005 (freemium conversion %)*$2/month

Revenue

*figure excludes other revenue sources

$4M/year

792M Total Market (based on Target Groups (Mental health, LGBT, Private Browsing)
Of the above, 20% of private users are frequent weekly users
Of the above, 20% believe it is truly painful enough to install and use SecondMe
Of the above, 0.5% is the freemium conversion rate (industry average 2-10%)
Average Rate = $2USD / month

�Revenue = 792M x 20% x 20% x 0.5% x $2� ≈ 4M / year

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Future Possibility: Desktop

or

(Desktop Application)

(On Browser)

Open SecondMe mode with new window.

Browsing any sites in SecondMe mode privately and securely.

SecondMe