Microsoft Edge Growth Strategy: Locating Opportunities to Gain Browser Share

You are the product manager for Microsoft Edge, Microsoft's web browser, and the company wants Edge to hold a bigger share of the browser market. How would you go about identifying the areas with the best potential to grow that share? Explain where you would look, what evidence you would gather, and how you would decide which areas to pursue. ```hint Where share is won and lost Share moves at specific moments in a person's relationship with a browser, and those moments differ by device and by who controls the choice. Find where Edge loses people, and why, before proposing anything to build. ``` ### Clarifying Questions - How should share be measured: installs, active users, page views, or the searches that flow through the browser? - Why does share matter to Microsoft right now: search and advertising revenue, enterprise relationships, or the strength of the wider Microsoft ecosystem? - Which platforms are in scope: Windows, Mac, Android, iOS, or all of them? - Should consumers and businesses that manage browsers for their employees be treated as one market or two, and is the scope worldwide? ### What a Strong Answer Covers - A precise definition of share and of the business goal behind it, since each choice points to different opportunities. - Segmentation of the browser market by platform, user type and region, with a reason for focusing where the size of the prize and Edge's position combine best. - A diagnosis of where Edge loses users across the browser life cycle (first run, choosing a default, daily use, switching away), backed by named data sources. - Opportunity areas grounded in Edge's real strengths and gaps against rival browsers, prioritized by size, confidence, effort and risk. - Metrics that would show progress, plus guardrails against tactics that grow share while eroding user trust. ### Follow-up Questions - Suppose you find that many people install another browser soon after setting up a new Windows PC. How would you find out why, and what would you test? - Edge's share on phones is far lower than on desktop. Would you invest in mobile or concentrate on desktop, and why? - Someone proposes prompting users more often to make Edge their default browser. How would you judge whether that helps or harms?