How would you increase the market share of Microsoft Edge?
Product Strategy Question : You are a PM of Microsoft Edge. How will you identify the potential areas which can help to increase the market share of Edge?
1. Describe the Product
Microsoft Edge is a free, cross-platform web browser developed by Microsoft. Rebuilt on Chromium in 2020, it offers fast performance, strong security, and deep integration with the Microsoft ecosystem.
Core Function: Edge enables users to browse the web securely, sync data across devices, and access productivity tools. It supports Chrome extensions and offers unique features like vertical tabs, Collections, Immersive Reader, and a built-in AI assistant (Copilot).
Platform Integration: Edge is tightly integrated with Windows, Microsoft 365, OneDrive, Bing, and Xbox, making it especially useful for professionals and enterprise users.
Target Users:
General users looking for performance and privacy
Students and researchers using Immersive Reader and Collections
Enterprise employees with Microsoft 365 access
Mobile users syncing across platforms
Monetization: Primarily indirect—via Bing search revenue, Microsoft 365 upsell, and deeper engagement with the Microsoft ecosystem.
Competitive Landscape: Competes with Google Chrome, Safari, Firefox, and Brave. Despite technical parity, Edge suffers from low consumer mindshare and negative legacy perceptions.
Strategic Edge: Edge’s productivity, privacy tools, and enterprise features offer a strong foundation—if better communicated and adopted by key segments.
2. Clarifying Questions
Before diving into strategy, I would ask the interviewer the following to clarify the scope and constraints of the problem:
1. Are we focusing on increasing market share among consumers, enterprises, or both?
A) Let’s focus primarily on the consumer segment.
2. What does "market share" mean in this context — installation base, default browser usage, active users, or something else?
A) Focus on increasing active usage share — not just installs. We want users to switch to and stick with Edge as their primary browser.
3. Are we optimizing for specific platforms (Windows, macOS, iOS, Android), or thinking cross-platform?
A) Cross-platform is important, but Windows should be the primary lever due to its global dominance and Edge being the default.
4. Should we treat Google Chrome as our main competitor, or focus more broadly on growing overall usage across segments?
A) Prioritize strategies that help Edge win switchers from Chrome, which dominates the browser market. But also explore how to retain first-time users and grow usage among mobile-first audiences.
5. Are there product limitations or brand perception issues we must factor in (e.g., legacy Internet Explorer reputation)?
A) Yes, Edge still battles legacy perception issues from the Internet Explorer era. Also, users often don’t know its differentiated features (performance, security, integration). We should factor in a trust and awareness gap.
6. What constraints should we keep in mind — legal, privacy, platform parity?
A) Ensure compliance with privacy and antitrust regulations (especially in the EU and India).
7. What’s the time horizon for impact — short-term adoption or long-term behavioral change?
A) A mix of both. Seek short-term gains in active usage, while building long-term stickiness through feature differentiation and ecosystem loyalty.
8. Do we have access to marketing levers (bundling, incentives, onboarding flows)?
A) Yes — assume collaboration with Microsoft marketing teams.
9. Are we optimizing for specific geography or global users?
A) Focus on Global users.
3. Goal
Increase Microsoft Edge’s market share by driving user acquisition, improving first-time retention, and creating long-term engagement through differentiated features, ecosystem integration, and a refreshed brand identity.
4. User Segmentation
To grow Microsoft Edge’s market share meaningfully, we must understand and prioritize different user segments based on behavior, needs, and switching potential. Below are the key segments:
1. Default Users (Windows Desktop Users)
Who they are: Everyday users who use Edge because it’s the default browser on Windows devices.
Behavior: Many switch to Chrome or Firefox right after setting up their device.
Needs: Fast, reliable browsing; simplicity; Google compatibility; good extensions.
Barriers: Low awareness of Edge’s improvements; assume it’s “just IE rebranded.”
2. Power Users & Tech Enthusiasts
Who they are: Users who care about speed, RAM usage, developer tools, privacy, and customization.
Behavior: Likely to use Chrome, Brave, or Firefox. Some use multiple browsers.
Needs: Performance, privacy controls, tab management, and developer features.
Barriers: Skepticism about Microsoft due to past bloat; lack of perceived innovation.
3. Students & Younger Users (18–25)
Who they are: Digitally native users primarily on laptops and mobile devices.
Behavior: Prefer Chrome due to familiarity and Google integrations (Docs, Drive, etc.).
Needs: Easy access to productivity tools, school work, speed, and UI clarity.
Barriers: Peer influence, brand loyalty to Chrome, inertia to switch.
4. Mobile-First Users (Android & iOS)
Who they are: Users who spend more time browsing on mobile than desktop.
Behavior: Use built-in browsers (Safari, Chrome) or lighter alternatives (Brave, Opera Mini).
Needs: Speed, low data usage, ad blocking, cross-device sync.
Barriers: Edge has lower brand visibility on mobile; perceived as “desktop-first.”
5. Privacy-Conscious Users
Who they are: Users frustrated by aggressive tracking and ads; currently using Firefox, Brave, or DuckDuckGo browser.
Behavior: Actively switch browsers for better control and privacy assurances.
Needs: Tracker blockers, anti-fingerprinting, non-Google search integration.
Barriers: Distrust of large tech companies like Microsoft; unclear privacy positioning of Edge.
6. Enterprise Users (Secondary Influence)
Who they are: Professionals who use Edge at work due to company policy or IT enforcement.
Behavior: May use Chrome or Safari at home.
Needs: Security, compatibility with work tools, smooth performance.
Barriers: Company-mandated use may not translate to personal preference or usage.
Selected Segment: Default Users on Windows Desktops
Reasoning: This segment is the lowest-hanging fruit. They already have Edge installed, but many actively switch to Chrome. If we can reduce churn at this stage through better onboarding, incentives, and clearer differentiation, we can grow usage rapidly without requiring user acquisition. Capturing even a fraction of switchers can drive significant share gains globally.
5. Pain Points and Barriers
Focusing on the Default Windows Users segment—people who start with Edge but often switch to Chrome or another browser—here are their key pain points and switching barriers:
Many users still associate Edge with Internet Explorer — slow, clunky, incompatible. Despite being rebuilt on Chromium, the stigma lingers. This perception leads to an automatic switch to Chrome upon setting up a new PC.
“Edge? I haven’t touched that since IE. I’ll just download Chrome.”
Edge is often seen as a “Chrome clone” with no compelling reason to switch. It lacks a clear, emotionally resonant value proposition that answers: Why Edge over Chrome or Firefox?
“If they’re both Chromium, why not just use Chrome?”
The initial onboarding experience is cluttered, filled with prompts (sign-in, set-up options, Bing defaults), and doesn't highlight Edge’s strengths. Instead of delight, users feel overwhelmed or irritated.
“Too many pop-ups when I open it. I just want to Google something fast.”
Users prefer Google Search. Being defaulted to Bing without easy visibility on how to switch reinforces negative sentiment. It gives the impression that Microsoft is prioritizing its agenda over user convenience.
“It opens Bing — hard pass. I don’t even know how to change it.”
Although Edge supports Chrome extensions, many users don’t realize this. They believe Edge lacks access to their favorite productivity tools, ad blockers, and utilities.
“I need Grammarly and uBlock. Don’t think Edge supports them.”
Edge has low cultural cachet. People aren’t recommending it, reviewing it positively, or making tutorials around it. Unlike Chrome, which has become synonymous with browsing, Edge still lacks social validation.
“No one I know uses Edge — it must not be good.”
Microsoft's aggressive push to keep users on Edge—through repeated prompts, making Edge the default after updates, or nudging through Windows settings—can feel coercive rather than helpful.
“They keep forcing me to use Edge even after I set Chrome as default.”
Edge is trying to create a Google-like ecosystem (with OneDrive, Outlook, Office integrations), but it’s not as seamless or widely adopted. Users who rely on Gmail, Google Docs, and Google Calendar find Edge less convenient.
“My life is on Google — Edge doesn’t fit into that.”
6. Strategic Levers & Solutions
To increase the market share of Microsoft Edge, I would focus on five key levers: Perception Shift, Onboarding Fixes, Feature Differentiation, Ecosystem Integration, and Targeted Growth Loops.