Google Lights a Fire for Firefox

The campaigns to promote Firefox and demote Internet Explorer keep coming and Google tops them all by promoting Firefox on its home page–prime ad estate–along with the its Toolbar. For a limited time on Wednesday, April 26, users in the U.S. surfing with Internet Explorer saw a one-liner that read, “Firefox with Google Toolbar: tabbed browsing, safer surfing.”
Google specifically promoted the Firefox edition that comes with the built-in Google Toolbar. This effort further strengthens the Google and Firefox relationship. In 2005, Google implemented an AdSense Referrals program in which AdSense publishers earned one dollar every time their visitors clicked the referral button and downloaded Firefox.
Contrary to many reports (including well-respected reporters and bloggers), this is not the first time Google has promoted a third-party on its home page. The company has highlighted other third-party bundles such as the Google Pack and Google Video content from the NBA and CBS, according to Google spokesperson Sonya Borälv. The promotion builds on the aforementioned AdSense Firefox referrals program.
Analysts have noticed more advertising on Google’s home pages sending a message that the company is opening up to large partnerships. Google looks like it’s jumping on things that are big and beneficial for the companies involved, said Emily Riley, analyst with JupiterResearch.
Behind Google’s Motivation
What could Google stand to gain from promoting Firefox with its Toolbar? A likely scenario is that Microsoft could be planning to tie the search tool closer with future releases of Internet Explorer. So as a counter-action, Google encourages users to switch to a browser the company can control. “This may be a prelude to either taking over Firefox or launching Google’s own Firefox-like product, but regardless, this initial effort is to ensure Google’s place on the desktop,” said principal analyst of Enderle Group Rob Enderle.
“Google will gain more Toolbar users, which means more data and more committed Google users. Also, the more Firefox in the world, the better for Google, and the worse for Microsoft,” commented John Battelle, chairman of Federated Media Publishing and author of The Search who posted a screen shot in his blog.
Google plans to continue working with not only Mozilla, but also other technology providers. The company wants “to ensure our mutual users have the best experience possible with our products and services,” said Borälv.
This helps Mozilla expand its reach. Based on the available tools and applications such as Gmail and Google Calendar, Google is moving away from a “pure search.” “Microsoft still has a huge penetration in the browser space and any new offering that’s better will surely take market share from Microsoft. This is sort of the ‘final frontier’ for Google in becoming both the browser and the home page,” Riley said.