Fermion and scalar phenomenology of a two-Higgs-doublet model with S3

We propose a two-Higgs-doublet model where the symmetry is extended by S-3 circle times Z(3) circle times Z(3)' circle times Z(14) and the field content is enlarged by extra SU(2)(L) singlet scalar fields. S3 makes the model predictive and leads to viable fermion masses and mixing. The observed hierarchy of the quark masses arises from the Z(3)' and Z(14) symmetries. The light neutrino masses are generated through a type I seesaw mechanism with two heavy Majorana neutrinos. In the lepton sector we obtain mixing angles that are nearly tri-bimaximal, in excellent agreement with the observed lepton parameters. The vacuum expectation values required for the model are naturally obtained from the scalar potential, and we analyze the scalar sector properties to further constrain the model through rare top decays (like t -> ch), the h -> gamma gamma decay channel and the T and S parameters.