In an interview with DigiTimes, Mozilla's Asia Operations President said that the company doesn't plan to collaborate with ODMs for making and selling own-branded Firefox OS smarthpones. If there will be Mozilla-branded smartphones, these "would be primarily used as reference models rather than for large-scale sale."

Q: Can Firefox OS smartphones be regarded as Mozilla's own-brand products, or are they joint branded with vendors?

A: No. Mozilla just provides an operating system and online store of Firefox OS-based applications. China-based ZTE, TCL and Huawei as well as LG and Sony Mobile will launch Firefox OS smartphones for sale under their brands through cooperation with mobile telecom carriers.

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https://www.digitimes.com/news/a20130619PD202.html