Is it (Mozilla) Jetpack still confusing?

May 17, 2011
By Bogomil Shopov
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If you want to create an unique technology maybe you should to create an unique name or create an unique strategy to connect the term with your technology and leave others alone :)

Currently there are a lot of JetPack terms related to technology:

0. JetPack me – Great, great WordPress plugin
1. Microsoft JetPack
2. A game
3. An AD system
4. Mozilla JetPack

Do you think It’s a bit still confusing for a developer who is looking for some help to find it?

Bogomil Shopov

I care about privacy, ethical design, and freedom in many aspects. I spend 20+ years working as a web developer and architect, analyst, manager, and product owner/manager in different environments, several countries, and multiple software industries like Healthcare and Hospitality. I wore many hats, and I use the knowledge gathered to optimize the flow of value across complex systems.


  • Asa Dotzler

    May 17, 2011 at 11:18 am

    It’s not called JetPack. It’s called the Mozilla Add-ons SDK :-)

  • Matěj Cepl

    May 17, 2011 at 11:41 am

    And it is even worse, because Jetpack is now irrelevant, and the project was renamed once again to Add-on SDK (the most boring name, if you ask me).

  • Bogo

    May 17, 2011 at 12:08 pm

    @mcepl: agreed :)
    @asa: Thanks

  • Michael Kaply

    May 17, 2011 at 3:27 pm


    Then why does this site sound like it differentiates between the two?

    And why are there still blog posts that reference Jetpack without referencing the Add-on SDK? There was one just last week.

    I thought they were two separate things until you just said that…

    It is incredibly confusing.

    • Bogo

      May 17, 2011 at 3:59 pm

      @Mike: Yeah, maybe a new site and a new communication strategy can help in the near future ..and a new name :) From time to time I am getting some ugly warnings like this one: that are not usable at all.

  • Dave Townsend

    May 17, 2011 at 6:34 pm


    They are separate, the Add-ons SDK is the successor to Jetpack, sadly as such we end up referring to the Add-ons SDK as Jetpack accidentally all the time, bad communication on our part.

    Really though, naming is hard. If you want a name that is not already in use somewhere you’re either going to have to go with something that isn’t a real word or is just so bizarre that no-one else would have thought of it. Firefox is the third name for the browser, finally settled on after the first two had to be dropped due to complaints from other software projects with the same name. Firefox isn’t unique either, the trick is to find a name where at least no-one else in your space is using it.

  • Bogo

    May 17, 2011 at 7:30 pm

    @Dave: Yeah, the question is most of the people knew it as JetPack already. Yes it’s a new technology and we need a clear communication strategy in order to get more people on that and to remove confusing parts of the websites.


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