Mozilla has posted another video about Firefox OS. Intended for app developers, the clip explains a bit about how and why distribution will work in a world without app stores.

In this world, the mobile web rules, and apps can be found anywhere, through any mechanism, all over the web, all over the world. It’s a free-for-all, ladies and gentlemen! And everyone wins.

“In essence, with Firefox OS, we made app discovery as easy as browsing the web, and we give you a very good reason to brush up the mobile optimised web sites you already have on the web,” writes Mozillan Chris Heilmann on the company blog.

Previously, Mozilla made another introductory video on why developers should be flirting with Firefox OS in the first place.

Without further ado, here’s the clip: