In a bid to bolster its Edge browser’s user base, Microsoft has introduced a new feature that automatically prompts Google Chrome users to import their data upon starting their PCs. This latest initiative, reported by The Verge, sees Edge launching automatically and presenting a notification designed to “enhance your browsing experience,” with the option to import Chrome data pre-selected.
Details of the New Feature
The notification includes a prominent blue button labeled “confirm and continue,” while the option to decline is relegated to a small “X” that blends into the background. Should users choose to accept the prompt, Edge will proceed to import their Chrome tabs, history, and bookmarks continuously, even if Chrome remains set as the default browser.
This approach marks a continuation of Microsoft’s aggressive tactics to promote Edge, reminiscent of earlier this year when Edge automatically imported Chrome tabs without obtaining user consent. Following backlash, the company made adjustments to address these concerns, only to reintroduce a similar strategy months later.
Context and Industry Response
The Verge highlights that this tactic is part of Microsoft’s broader strategy to increase Edge’s market share. Previous methods have included:
- Blocking third-party tools that redirect Edge links to alternative browsers.
- Creating obstacles for users attempting to change their default browser settings in Windows 11.
- Displaying warning messages when users try to download Chrome.
Despite these efforts, Edge’s growth has been sluggish. The browser’s assertive promotion has attracted criticism from consumer advocacy groups and competing browser developers, who are now calling for greater regulatory scrutiny of Microsoft’s practices.
While users do have the option to disable the automatic startup feature, this requires navigating through multiple settings in Edge, a task that may prove cumbersome for those who have never utilized the browser before.
