Firefox’s New Strategy For Winning Browser Wars

The competition among web browsers is intensifying. Firefox is testing a new approach to attract users by automatically designating itself as the default browser during installation.

This initiative employs an attribution campaign that allows Firefox, recognized as a strong competitor in the browser market, to set itself as the default without the usual step of changing settings in Windows. Upon downloading Firefox, it will automatically take on the role of your main web browser through the set_default_browser campaign.

Mozilla detailed this in a bug note titled “Support setting Firefox as default based on installer attribution campaign.” This update introduces a startup task that sets Firefox as the default if an attribution ID of ‘set_default_browser’ is detected during the initial run. This measure supports a future experiment allowing users to select a ‘download as default’ option via the stub installer marketing interface.

As highlighted by Windows Report, Firefox’s installation process involves automatically selecting options that include pinning the browser to the taskbar, designating it as the default browser, and importing data from any previous browser used. When opting to make Firefox the default, the installation prompts will guide you to the Windows settings for confirmation.

This approach essentially simplifies the process of adjusting Windows settings post-installation, especially for users unfamiliar with how to change their default web browser or those who might forget to do so. While this change may seem harmless, it is a significant move in the competitive landscape where Edge, Chrome, and Firefox vie for dominance on user devices. Notably, Microsoft has employed various strategies to divert users away from other browsers, leveraging its control over the Windows operating system. Mozilla has openly critiqued this behavior in the past.

“There needs to be more respect for users’ default browser choices in Windows. Users should have a clear and straightforward way to define their defaults, and all operating systems must provide proper developer support for upholding default status,” remarked a Mozilla spokesperson previously.