You are a PM of Microsoft Edge. How will you identify the potential areas which can help to increase the market share of Edge?

I will consider Desktop/laptops/Tablets because 80% these have Windows software installed and Edge is the default browser. Total addressable market of these platforms is growing significantly.

Goal: Become a leader in the browser segment on Desktop/laptop/Tablets

SWOT Analysis

Google Chrome currently Covers 66.6 % of the browser market compare to Edge’s 3.4%.

Edge SWOT Analysis Compare to Google Chrome is

Strength	Weakness
· Default Browser – No necessity to download · Best speed · Better Resource Consumption · Better security	· Newer in the Market · Low Switching cost to another Browser · Less No. of Extensions · Gap in synchronization Mechanism across Microsoft docs
Opportunity	Threat
· Large user base	· User moving to mobile platform

Microsoft Mission Statement is “To Empower every person and every organization on the Planet to achieve more.”

As Microsoft has already large userbase through its products such as Microsoft office, Azure etc. we Can empower these users to get its appropriate content through Edge browser.

Strategy to increase Market Share

· Increase access to the product by bundling Edge Browser with other Microsoft products such as office 365.

· Open Microsoft Edge to developers, who can create unique and customized user experiences like Google Extensions. This will yield interesting new widgets and Extensions that can attract more Consumers.

· Enhance the utility of the existing offering to attract new users. E.g., in the Enterprise market with Outlook products, we can integrate To-do list with Edge Browser and Create Edge Browser for Corporate that will automatically block social sites and enable workplace uses.

· Integrate Edge browser with Microsoft office products to help with required information from web will increase request to Edge browser.

· Partnership with Mobile companies to integrate Microsoft Edge as default Browser.

· Consumer referral: in exchange for referring someone, user can get reward towards Microsoft products.