Boot2Gecko is dead — the name is, at least. On Monday, Mozilla announced that it’s changing the name of its Boot2Gecko mobile operating system to the much more palatable Firefox OS.

Firefox, of course, is also the name of Mozilla’s hugely popular web browser. Given that the operating system is completely open source and built on web standards, namely HTML5, it’s only fitting that the software be named after the open source browser.

Alongside the name change, Mozilla also announced its hardware and telecommunications partners for the Firefox OS consumer launch. The focus will be on emerging markets and budget-conscious customers. The first Firefox OS phones are expected to launch in early 2013 in Brazil, on the Telefónica-owned brand Vivo, Mozilla said in a statement.

Mozilla’s hardware partners so far are ZTE and TCL Communication Technology (which will be branding its phones as Alcatel One Touch devices). Both Chinese companies are known for making low-priced, entry-level hardware. Handsets from both ZTE and TCL will run on Qualcomm’s Snapdragon processors, Mozilla said.

Among the wireless providers that are committed to selling Firefox OS phones are Sprint in the United States, Germany’s Deutsche Telekom, Abu Dhabi’s Etisalat, the Philippines’ Smart, Telecom Italia in (you guessed it) Italy, Spain’s Telefónica and Telenor in Norway.

The Firefox OS is being built to exclusively run web-based HTML5 apps, which we demoed at the CTIA Wireless show in New Orleans in May. The operating system and its included apps display a ton of potential, and Mozilla’s Chief of Innovation, Todd Simpson, said at CTIA that the company was focused on offering the open web on smartphones, free of the walled-off app and content stores seen on rivals such as Google’s Android and Apple’s iOS.

With these moves in place, it’s clear Mozilla is planning on reaching first-time phone buyers more than iPhone and high-end Android users.