Firefox renews search strategy; ends default Google relationship
Firefox has revisited its web search strategy acknowledging that search is a core part of the online experience for everyone — Firefox users alone search the web more than 100 billion times per year. Firefox had popularised the integration of search in the browser. It had partnered with internet companies such as Google, Yahoo and others to provide an improved search experience and generate revenue to advance Mozilla’s mission.
Google has been Firefox’s global search default since 2004. The agreement came up for renewal and Firefox took the opportunity to review its competitive strategy and explore options. Following this, the web browser has changed its search partnerships strategy. Firefox has ended its practice of a single global default search provider. Instead it is adopting a more local approach to increase choice and innovation on the web, with new and expanded search partnerships by country.
A localised approach
Baidu will continue to be the default search experience for Firefox in China. Google, Bing, Youdao, Taobao and other local options will continue to be built-in as alternate search options.
In all other APAC markets, Firefox will have more choice in search provider with 61 search providers pre-installed in Firefox across 88 different language versions. Google will be a pre-installed search option with the others. Google will also continue to power the Safe Browsing and Geolocation features of Firefox.
Under a new five-year strategic partnership, Yahoo Search will become the default search experience for Firefox in the US. The deal represents the most significant partnership for Yahoo in five years. As part of this partnership, Yahoo will introduce an enhanced search experience for US. Firefox users which is scheduled to launch in December 2014. It features a clean, modern and immersive design that reflects input from the Mozilla team.
“We’re thrilled to partner with Mozilla. Mozilla is an inspirational industry leader who puts users first and focuses on building forward-leaning, compelling experiences. We’re so proud that they’ve chosen us as their long-term partner in search, and I can’t wait to see what innovations we build together. At Yahoo, we believe deeply in search – it’s an area of investment, opportunity and growth for us. This partnership helps to expand our reach in search and also gives us an opportunity to work closely with Mozilla to find ways to innovate more broadly in search, communications, and digital content,” said Marissa Mayer, Yahoo CEO.
“Search is a core part of the online experience for everyone, with Firefox users alone searching the Web more than 100 billion times per year globally. Our new search strategy doubles down on our commitment to make Firefox a browser for everyone, with more choice and opportunity for innovation. We are excited to partner with Yahoo to bring a new, re-imagined Yahoo search experience to Firefox users in the US featuring the best of the web, and to explore new innovative search and content experiences together,” added Chris Beard, Mozilla CEO.
