Is Firefox Okay?
The pressure to find new revenue streams comes at a time when Firefox faces more browser competition than ever. “A lot of browsers use privacy in their branding,” says Lourdes Turrecha, founder of Rise of Privacy Tech, a group that monitors privacy-focused companies. Many of Chrome’s competitors look to differentiate themselves by. Firefox, DuckDuckGo, Brave, Vivaldi, and Safari all join Tor—which is widely considered the most privacy-preserving option—in blocking tracking to varying degrees.
Firefox’s privacy credentials are about as strong as any of its commercial rivals. “The main thing with Firefox is how extensible it is,” says Jonah Aragon, a system administrator who also helps run the recommendation website Privacy Guides. The site, which focuses on open source software,. “There's a lot of privacy features that aren't enabled by default, which is unfortunate, but it at least gives you the option to enable those if you think that you need them.
In addition to the main Firefox browser for Android and iOS, Mozilla also runs the Focus browser, which ramps up privacy protections by default. Aragon adds that while Firefox competes with other privacy-focused browsers, it hasn’t necessarily been the first to introduce these features—for instance, SafariThis echoes concerns about how Firefox will differentiate itself going forward. Former Firefox employees say Mozilla should stick to a distinct strategy for its marquee browser.
“Once lost, users hardly come back until there's a compelling reason, and what would that compelling reason be?” says Bart Willemsen, a VP analyst focusing on privacy at Gartner. Willemsen says he has been a Firefox user since its earliest days. “I think Firefox really has a challenge to find a unique position—not only in marketing statements, but in their absolute product—and go in one direction,” he says.
For Deckelmann, making Firefox more personalized is key. She says this includes trying to increase the browser’s functionality to fit in with people being online more. “It’s almost impossible now for people to manage all this information,” Deckelmann says. For instance, last year Firefox revamped its homepage to allow people to pick up previously abandoned searches and unfinished articles.
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