Content Marketing Blog

Google and Bing ‘scrapping’ over Firefox

The balance of power between the search engine giants could be set to change in November, when Firefox's deal with Google expires.

Mozilla's browser has been making use of the well-known platform as its default search provider – a point not lost on many businesses practicing a content marketing strategy.

As part of the deal, Firefox's parent company is awarded a percentage of cash generated from ad revenues when users click on the sponsored results.

According to some reports, Mozilla makes upwards of $85 million through this contract, accounting for 97 per cent of the company's profits.

This agreement works in Google's favour, giving the corporation access to the browsing client's 450 million users – the second largest in the world at 42.2 per cent.

Back in 2010, the big concern for the software corporation's chief executive officer Eric Schmidt – who has since moved on from this position – was that Microsoft's offering would start taking chunks out of their market share.

Bing is usually set as the default search provider for Internet Explorer that ships with a large percentage of personal computers – not by computing manufacturers, but by their retailers.

The concern for Google arises simply because users develop a routine around their software and if their software changes, so too do their habits.

If a browser is used to visiting a particular search engine to look for information online, they are more likely to continue this ritual in a new environment. And new users – or updated software – can also be argued to change behaviour.

Now that the contract between Google and Firefox is due to expire, the opportunity is present for Microsoft to snap up a vast majority share of pre-loaded users.

For a company that has a reputation for laying out substantial amounts of money to acquire advantages – including competing businesses, innovative platforms and base publicity – Microsoft is tipped by many industry speculators to make a move on the relationship between browser and search engine.