5% of a few billion users is not nothing. Mostly the decline of Mozilla has little to do with the browser functionality or marketing but with the fact that there are several competing browsers out there that have caught up. E.g. MS ditched IE in favor of Edge. Apple has continued investing in Safari which they also force the usage of exclusively on IOS. And of course Google has similar control point in the form of Chrome. I am a happy Firefox user BTW. But I can see lack of incentive for other people to switch. Any of those browsers gets the job done for any user.

IMHO, 5% is actually fine. That's a robust user base of a few tens to hundreds of million users. Nothing to sneeze at and a good basis for long term existence of the project.

Where Mozilla went the wrong direction is with their commercial activities. Their core problem is that their product is a commodity. It's just not going to bring in a lot of revenue. Apple and Google use their respective browser as a control point for the app store and ads. It's an expense worth making because they both exploit the large number of users using their browsers via other channels. Most of what Google does is motivated by this. Likewise, Apple is selling hardware, apps, and subscriptions.

Mozilla does not have a similarly viable way of generating revenue from their user base. It's an OSS product that users install and use for free. Their core value is actually protecting users against that kind of thing which is a noble thing to do but not a business plan.

That's why Mozilla was initially styled as a foundation. The commercial branch came later and its the commercial branch that is failing; not the foundation. They have no money maker of note other than their search traffic deals. Everything else, including (I'll just call this right now), their recent VPN offering is never going to come close to bankrolling their operation. This follows a long line of failed investments in a mobile strategy that never panned out, various "experiments' that never got off the ground, misc services that they launched and that people promptly forgot about, etc. None of it engaged more than a fraction of their user base. None of it wowed anyone. None of it was more than a me too effort of replicating things that already existed and already were commodities. Mozilla as an investment vehicle for new products only loosely connected to Firefox has failed.

The way out is back to basics. Pull the plug on the Mozilla corporation as soon as convenient for investors and setup the foundation for success and untangle it from the VCs. It will need donations, the search engine revenue looks good as well and ought to be allocated 100% to keeping the browser going. There should be enough to keep an engineering team going. It doesn't need a marketing department, offices in London, Paris, San Francisco, Mountain View, etc. Hell, the rent for that alone could keep a development team going for a very long time. Much bigger things have been built with far less. That shit only ever made sense when Mozilla was styling itself as an incubation vehicle for turning VC money into products. Now that that has definitely failed, time to walk away from that.

And then there's the Rust part of the company. IMHO that's a valid asset where Mozilla has a lot of influence in a rapidly growing community. There's an opportunity there to grow some healthy business around that supporting the many companies looking to leverage that. So far, they run it like a charity. That's a mistake. Aside from Firefox, that's actually the single most valuable IP they ever created. And like Firefox, it lacks a plan for revenue. Rust almost happened by accident. But MS and Apple are now looking to use it and it seems people are doing Rust things in the Linux kernel as well.