Microsoft targets rival browsers to promote Bing and Edge

Microsoft is intensifying its efforts to increase the adoption of its Bing search engine and Edge browser through aggressive technical and incentive-based strategies.

The company has begun distributing a dedicated 22.2 MB executable file via its official download servers. This tool is designed to target users of various browsers, including Chrome, Firefox, and Brave, by installing the ‘Microsoft Bing Homepage & Search’ extension. This extension can replace homepages, startup pages, and default search engines. In response to these changes, Google Chrome has implemented prompts to help users switch back to Google Search, which Microsoft has countered with its own ‘Wait, don’t change it back!’ banners.

Additionally, Microsoft is refreshing its Edge referral program to incentivize users to recruit friends. In the United States, users can earn 500 Microsoft Rewards points per successful referral, while in Italy, the system operates differently, awarding points based on Bing searches. These points can be redeemed for various services, including Xbox, the Microsoft Store, and Amazon gift cards. The program aims to leverage social influence to gain market share in a landscape currently dominated by Google Chrome.