BrandArena: Microsoft to Replace Internet Explorer Brand with New Browser

Wednesday 18 March 2015

Microsoft to Replace Internet Explorer Brand with New Browser

Microsoft has confirmed that it is dropping the Internet Explorer brand.

In a recent report by The Verge, the marketing chief of Microsoft, Chris Capossela said Microsoft is trying to move away from the outdated Internet Explorer in favour of an all-new browser, which will feature a new name and updated branding.
Photo: EPA
Capossela speaking at Microsoft convergence said the new browser would be available for the company’s updated desktop OS, Windows 10.

He said: “We’re now researching what the new brand, or the new name, for our browser should be in Windows 10.

“We will continue to have Internet Explorer, but we’ll also have a new browser called Project Spartan, which is only codenamed Project Spartan. We have to name the thing.”

Project Spartan, as its name suggests, will be more lightweight and faster than its clunky predecessor. It will also integrate Microsoft’s voice search function, Cortana.

But it isn’t entirely clear whether Microsoft is killing off Internet Explorer altogether. In a statement, the company suggests it will keep on the old browser for pretty much anyone who needs it.

According to the report, Microsoft is really aiming for the moon with Windows 10.  Their goal is to have a big and lasting impact while creating a personal and emotional attachment with users.

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