Microsoft has subtly been pushing Edge over Chrome for a while. Oftentimes, with overt warnings to gain more control over the browser, drive better revenue, and build its ecosystem loyalty. Now, the tech giant has issued a new warning for Windows users looking to install Google's Chrome browser, urging them to stick to the more secure way of browsing and pushing Edge as a safe alternative. It seems like the company is looking into a course correction in order to win back market share.
Microsoft urges Windows users to ditch Google Chrome in favor of Edge, citing security and trust advantages
According to Forbes, Microsoft is now warning Windows users to stop using Google Chrome and instead choose Microsoft Edge to help them browse securely. Now, when you try to install Chrome's browser, a message pops up that reads:
Microsoft Edge runs on the same technology as Chrome, with the added trust of Microsoft.
While this is not the first time Microsoft has discouraged the use of Chrome's browser and transitioned towards Edge, the latest message is a bolder stance in this regard. It does not tend to appear in ads or any other indirect form, but shows up when you are trying to switch browsers. This comes at a time when Microsoft and Google are engaged in a rivalry regarding the browser space, and each is trying to make its mark. Chrome, however, tends to have a dominant position over Edge, and the latter still has a long way to go.
If we are to evaluate things from a technical viewpoint, Microsoft's stance does not seem as aggressive, given how both have similar performance characteristics. Additionally, Edge has tighter integrations with Windows and greater security due to being backed up by its own infrastructure. Users who rely on Windows for their daily computing activities tend to view the brand as a safer choice, and the tagline of trust of Microsoft does have a ring to it.
However, Microsoft's tactic is not free from controversy, as critics believe engaging in such behavior is anti-competitive, especially given how these prompts come up right when the user is about to switch browsers, and is not a new move. In the past, the tech giant has had taskbar notifications and banners in Bing search results, all directed towards nudging people back to using Edge. While users can ignore these warnings and install Chrome by moving past the prompt, the warning of a less secure browser may keep some users with Edge.
This is another chapter in the browser wars, which are now taking a turn in terms of fighting over users' trust instead of performance, which is currently far more valuable.
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