Firefox 3.0: the number two web browser

Citation

Jameson, R. (2009), "Firefox 3.0: the number two web browser", Journal of Consumer Marketing, Vol. 26 No. 2. https://doi.org/10.1108/jcm.2009.07726bag.001

Firefox 3.0: the number two web browser

Article Type: Computer currency From: Journal of Consumer Marketing, Volume 26, Issue 2

Edited by Dennis Pitta, University of Baltimore

Usually we review computer products that aid marketers but have a significant cost. We marketers know that value is not free; someone has to invest to create it. In the case of Firefox, a popular web browser that is second in popularity only to Internet Explorer, users pay nothing. Microsoft’s Internet Explorer is clearly number one. However, some of us went to Mozilla’s Firefox since it seemed a less inviting target for the criminals on the net than the industry leader.

There are some advantages to being number two. First, the first mover tends to validate the market and the target audience’s wants. Second, after looking at the competition, one can concentrate on improvements or additions that enhance the user experience. Mozilla has followed that model.

We have been satisfied users of Firefox release 2. Last June, Mozilla released Firefox 3 with enhancements designed to delight users. Firefox 3 is free, and available on a variety of operating systems: Windows, Mac, and Linux. Mozilla has retained the easy to download link that makes Firefox proliferation so effective. One click leads to the Mozilla.com web site and to the download page.

Improvements

It uses a new engine that renders pages faster and is stingy in its use of system resources. Using fewer resources required extensive code rewriting and the results are impressive. Users will find that Firefox 3 displays images faster than previous releases. Marketers may find that its new data-mining tools for bookmarks and browser history are valuable.

For the security conscious, Firefox 3 improves its already impressive security by integrating new security-related tools like its excellent anti-phishing protection. In short, Firefox is the most secure browser available.

Mozilla went to considerable lengths to keep users of Firefox 2 from having to relearn too much with Firefox 3. Mostly, the interface is the same; buttons are where they were. However, the program’s icons are new. Firefox 3 now provides a native look and feel. We have not verified this but the Linux version is said to match the Linux user interface. Basically, new users will see more icons. One thing we noticed is that if the target web site has a company logo, it will be visible before the URL. Firefox also sports a convenience, there is a new one-click bookmark star that appears after the URL. Users will notice other improvements including changes in the Add-Ons manager, and Download manager.

Users will be happy to see that a number of core features, such as Sessions Restore, built-in spell checking, integrated search, pop-up blocker, and automated behind-the-scenes updates remain in the upgrade.

One change that boosts convenience is the Smart Location Bar. As you type in a URL, it searches through your history and bookmarks and presents a drop-down list of recently accessed pages with that same keyword. It works even if you already know the URL. However, if someone finds it annoying, there is a way to disable it.

Perhaps the most interesting aspect of Firefox is its Add-Ons manager. Now Firefox 3 allows viewers to see a list of popular Add-Ons without redirecting the browser to a third party web page. Users can install the recommended Add-Ons directly. There is still a link to the addons.mozilla.org page where you can find more than 5,000 add-ons written for Firefox. That number is staggering. The items range from world clock modules to productivity aids to security enhancements.

Clicking on the Add-Ons command reveals a host of useful enhancements for the browser. One, GooglePreview enhances the value of the results that Google reports in a search. It “inserts preview images (thumbnails) and popularity ranks of web sites into the Google and Yahoo search results pages. The GooglePreview thumbnail system currently consists of eight dedicated servers and generates 8 TB of traffic per month.”

Some of us have been searching for a program that would allow us to save video from web sites such as YouTube. Search no more! Firefox has a neat add-on called Fast Video Download 1.6.1. It allows Firefox users to save videos from YouTube and other similar video sharing sites. In addition, it can also save embedded flash clips, MP3’s and other file types.

This reviewer finds that the ScrapBook module is one of the most valuable available. ScrapBook allows a user to download all of the pictures in an html document. In the past, users would use their mice to highlight all the text and graphic content of a webpage and copy it. Often the text copied but not the graphics. ScrapBook specifically copies graphical material and preserves it in a file. The Add-On is highly valuable for documenting processes detailed in internet web pages.

The Add-Ons include numerous security related items. For example, Web of Trust (WOT). Firefox notes that, “Web of Trust warns you about risky web sites that try to scam visitors, deliver malware or send spam. Protect your computer against online threats by using WOT as your front-line layer of protection when browsing or searching in unfamiliar territory. WOT’s color-coded icons show you ratings for 20 million web sites – green to go, yellow for caution and red to stop – helping you avoid the dangerous sites.” While Add-Ons are appealing, some users report compatibility issues with them that will affect the program’s stability. The plain vanilla Firefox 3 is notably stable. If stability issues arise after integrating an Add-On, the advice is to disable it and return to a stable arrangement.

That other neat module, Download Manager, is also enhanced. Mozilla has added search and improved the ability to start and resume downloads. There are also numerous security features such as malware and phishing protection, instant web site ID, enhancements to the password manager, and greater security for Add-Ons.

Users and Mozilla report that Firefox 3 significantly reduces the amount of system resources used when compared with Firefox 2. We did not see a problem with Firefox 2 but the change is valuable. We also like the stability of the product. The combination of performance, features, and security give Firefox 3 the edge over Internet Explorer.

Recommendation

Even if you decide not to abandon Internet Explorer, Firefox 3 is a useful web browser that may make your life a bit easier. If you adopt it as your primary browser, the features and potential Add-Ons, make it highly valuable.Available from: www.firefox.comErzin Sezmiz, and Zlatka Georgieva, offered invaluable help in testing the program.

Robert JamesonPractice Management LLC, Columbia, Maryland, USA