BrandArena: REVEALED: Microsoft Once Considered Renaming Internet Explorer, Suggested 'Ultron' as new name

Wednesday 20 August 2014

REVEALED: Microsoft Once Considered Renaming Internet Explorer, Suggested 'Ultron' as new name

While Microsoft's Internet Explorer may be dominating when it comes to browser market share, the name "Internet Explorer" which has always been seen as something negative was once considered by the software giant.

In a Reddit AMA (Ask Me Anything) session recently, the Internet Explorer team disclosed a few important thoughts, including the fact that Microsoft once had a rethink of rebranding the browser.

"It's been suggested internally; I remember a particularly long email thread where numerous people were passionately debating it. Plenty of ideas get kicked around about how we can separate ourselves from negative perceptions that no longer reflect our product today," the Internet Explorer team answered when asked if Microsoft would ever consider rebranding and changing the name of Internet Explorer.

Responding to why Microsoft decided to stick with the Internet Explorer brand name, the team didn't give a direct reply but revealed that the idea of a rebranding was a recent idea. "The discussion I recall seeing was a very recent one (just a few weeks ago). Who knows what the future holds :)"

On suggested names, Microsoft said: "We briefly considered Ultron, but the lawyers said no."

When asked if Microsoft would ever conform to existing web standards, this is what the team had to say: "This is something we've been actively doing for some time now. Each successive release of Internet Explorer has seen more and more adoption of existing web-standards. Our team actively works with Google, Apple, and Mozilla (among others) on developing new standards for driving the web forward. As an example, just about a month ago we found ourselves having a discussion about response media - after a few minutes we decided to reach out to Google for some joint-discussion."

However, some of it browser users think the 'rebranding' intend is complex.

One of the respondent who made a cogent point said: "Microsoft would do better to make a browser that could be used on ALL Windows systems instead of bringing forth newer browser versions that can be installed only on newer Microsoft systems. This bullying "strategy" of deliberately leaving legacy users behind in the mistaken belief that previous customers will keep buying new hardware and new OSes simply to obtain the latest and not so greatest Microsoft browser results in a chaotic mess for businesses and users.

"It's no wonder everyone is abandoning IE left and right in favor of truly universal browsers that are OS independent, as there are no such limitations on ANY of the non-IE browsers, and one also always has the option to run older versions if one chooses.

"I suppose this strong-armed tactic of abandoning older OSes and older IE browsers was feasible when Microsoft had a monopoly on OSes and browsers, but that is no longer the case, and unless IE changes their "strategy" going forward, they'll become increasingly irrelevant on both accounts, especially in the browser arena."

Do you think there is a need for Microsoft to rebrand Internet Explorer? If yes, why? What should Microsoft call it?


  1. Nice report. Always impressed with the kind of stories in find on this blog. As for me, IE still need to have a new name. Not really like the IE name.

  2. I don't think nothing wrong with the name

  3. Branding is not just about change of name