Wikipedia says it was announced in 2011, I'd say that was pretty early.
I don't think Mozilla had any chance in this market. Microsoft couldn't do it, Blackberry couldn't do it, Palm couldn't do it, Nokia... probably could have done it if they hadn't been sabotaged by Steven Elop, but still. After the iPhone came out, everyone else failed except Google, who I'd posit just got lucky with a couple of well-timed carrier deals in key parts of the world.
The only thing Mozilla needed to do was have more foresight than all of the other guys with far more resources... sure, I guess. I don't think the target you're giving them is reasonable.