This is how i think Mozilla can capture more users back to Firefox. By providing "extra" services attached to the Mozilla and Firefox brand will make them a superior product to the end user. Sure it's hard to compete with Chrome but if you offer useful features and services integrated in your Browser i see that Mozilla actually has a chance to compete with Google for the browser space.
This is one of the "advantages", if you are a heavy Google user, of Chrome over the competition is that everything is attached to your Google account. Passwords, history, spellers, dictionaries, shortcuts, etc...
If Mozilla comes with Send, Notes, Password Manager all integrated in Firefox i see a good way to bring back some of the previous users that switched to Chrome.