Startup MatchStick Aims to Build a $25 "Open Chromecast" Using Firefox OS

Mozilla was quick to dismiss a June report that it was getting into competition with Google by developing a Firefox OS-powered streaming media stick.

Days later, though, it did confirm it was working with a partner who was building such a device. On Tuesday, the startup — MatchStick — is going public with its product plans.

“Simply put, it’s an open Chromecast,” General Manager Jack Chang told Re/code.

The San Jose-based company will start taking Kickstarter orders for the dongle, with plans to ship the first units in January. The company hopes to sell all units for under $25, with the first ones being offered on Kickstarter for just $12 and more to be sold at $18.

MatchStick also plans a program to encourage app makers and a November developer event. Fulfilling its promise to be totally open, MatchStick is also making available both the source code for its software and the schematics of its hardware dongle.

“The reason why we are working with Firefox OS is (that) Mozilla endorses the very same principals of openness,” Chang said.

MatchStick is backed by Chinese hardware maker aBitCool and other investors, who Chang said he could not disclose. Mozilla is not one of the investors, Chang said.

Chang said the company is also working with Mozilla to try to get more content partners, which it knows will be key to it having any success. However, he said it was too soon to name names.

“Premium content is obviously something we need to have on this platform,” Chang said.

Beyond Chromecast, there are dozens of boxes and dongles that turn ordinary televisions into smart TVs (Apple TV, Fire TV, Roku, etc.), not to mention all the smart-TV platforms from the display manufacturers themselves.

Mozilla’s primary focus for Firefox OS has been getting the software used in low-end smartphones, though Panasonic did announce plans to use Firefox OS in some smart televisions. Earlier this year, a $99 Firefox OS phone from ZTE went on sale in the U.S. via eBay, while Mozilla has been talking up the possibility of a $25 Firefox phone.

This article originally appeared on Recode.net.

Will you support Vox’s explanatory journalism?

Most news outlets make their money through advertising or subscriptions. But when it comes to what we’re trying to do at Vox, there are a couple of big issues with relying on ads and subscriptions to keep the lights on:

First, advertising dollars go up and down with the economy. We often only know a few months out what our advertising revenue will be, which makes it hard to plan ahead.

Second, we’re not in the subscriptions business. Vox is here to help everyone understand the complex issues shaping the world — not just the people who can afford to pay for a subscription. We believe that’s an important part of building a more equal society. And we can’t do that if we have a paywall.

So even though advertising is still our biggest source of revenue, we also seek grants and reader support. (And no matter how our work is funded, we have strict guidelines on editorial independence.)

If you also believe that everyone deserves access to trusted high-quality information, will you make a gift to Vox today? Any amount helps.

One-Time Monthly Annual

$5/month

$10/month

$25/month

$50/month

Other

$

Yes, I'll give $5/month

Yes, I'll give $5/month

We accept credit card, Apple Pay, and Google Pay. You can also contribute via