* The mission of Firefox OS is to bring the next billion people online. Many in the poorest classes can't afford a computer or a smartphone and with the web being a wonderful resource with the potential to transform the life of its users, Mozilla saw that it needed to focus on those that are not attended by the current crop of entry level smartphones.
* Another objective is to bring back the freedoms we enjoy in the web into the mobile ecosystem which means no walled gardens and no exclusivity in the sense that the phone uses HTML5 based apps than can be easily shared between Android, iOS, Tizen, Ubuntu, $NEWFANCY, Firefox OS. Using HTML5 based apps doesn't mean the phone needs to be online, it just means that we're using an agreed stardard to build apps on proven technology that is not owned by a single vendor. You're free to build apps and ship them just like you are free to build a webpage and place it online without the need to request permission from Apple or Google.
* Many new internet users are browsing the web thru mobile devices. In some places, mobile devices are already 25% of the internet users and rising. But there was no platform that took HTML5 and the Web as a first class citizen. Firefox OS is a hero platform for the web to prove that it can work on a mobile ecosystem and that we can all use shared technology that is interoperable instead of doing this 1990s flashback of Obj-C here and Java there thing.
DISCLAIMER: I am a Mozilla Rep and I wrote a FOSS quick guide about how to develop for Firefox OS at https://leanpub.com/quickguidefirefoxosdevelopment/ that is helping lots of new Indian developers get ready for this launch ;-)