Windows 10: Microsoft's surprising technology to encourage you to use Edge

Windows 10: Microsoft's surprising technology to encourage you to use Edge

Microsoft will again release heavy artillery to push its Edge browser to Windows 10 users. According to Windows Central, the next version of the system, which will be available in October, will try to prevent users from installing a third-party browser such as Chrome or Firefox. When starting up the installation, a large case will appear on the screen with the following commercial message: "Microsoft Edge is the fastest and safest browser for Windows" (Sic). The user then has the choice to press the button "Open Microsoft Edge" or "Install anyway".

This annoying pop-up is the result of a new "feature" called "Application recommendations". The idea is of course to propose alternative solutions and to influence the choice of users. But the result is frankly ugly and heavy. A user who has just downloaded and run a browser installer will probably not change his mind at the last minute. This simplistic and destructive message probably has the opposite effect.

In the Insider version that we tested, the application recommendation was enabled by default. We can happily switch it off. Go to "Settings -> Applications" and select "Disable applications" in the "Install applications" menu.

Given the market share of Microsoft Edge (4.3% according to NetMarketShare), we understand that Microsoft wants to improve the situation. But it can be more sensible to do it with more finesse.

Yet it is not certain that this feature is really integrated into the next version of Windows 10. It has happened that Microsoft retropedal at the last minute because of an outrage among beta testers.