ADVERTISEMENT

Software company drops Internet Explorer brand

Internet Explorer will be replaced with a new brand name when Microsoft releases their new browser, although the company has not decided on the final name for IE’s replacement at the moment.

Microsoft has been working on a new web browser to replace Internet Explorer for some time, the company has codenamed the new browser Project Spartan and they have now confirmed that the IE name will be replaced.

Speaking at Microsoft Convergence yesterday, Microsoft's marketing chief, Chris Capossela, revealed that the company is currently working on a new name and brand.

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

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

ADVERTISEMENT

The new Project Spartan browser will be the main web browser in Windows 10, obviously the company is hoping that its new browser and new brand name will finally get away from negativity that has surrounded the Internet Explorer name in the past.

Microsoft has tried, unsuccessfully, to shake off the negative image of Internet Explorer over the past several years with a series of amusing campaigns mocking Internet Explorer 6.

The ads didn't improve the situation, and Microsoft's former Internet Explorer chief left the company in December, signalling a new era for the browser.

Capossela also detailed the power of using the Microsoft brand over just Windows or Internet Explorer, and showed off some research data on a new name for the company’s browser vs. Internet Explorer.

Putting Microsoft in front of the new secret name increased the appeal to some Chrome users in the UK, "just by putting the Microsoft name in front of it, the delta for Chrome users on appeal is incredibly high," says Capossela.

ADVERTISEMENT

Judging by Microsoft’s own research, it’s obvious the company will move as far away from Internet Explorer as possible, and it’s likely Project Spartan will have the Microsoft name attached to it.

Microsoft is clearly testing names with market research, but it’s unclear when the company plans to unveil the final name for its Internet Explorer successor.

This is all part of improving Microsoft’s brand perception, and a general admission from the company that it’s ready to be loved again.

JOIN OUR PULSE COMMUNITY!

Unblock notifications in browser settings.
ADVERTISEMENT

Eyewitness? Submit your stories now via social or:

Email: eyewitness@pulse.ng

Recommended articles

Lagos postpones eagerly anticipated Easter boat regatta indefinitely

Lagos postpones eagerly anticipated Easter boat regatta indefinitely

Third Mainland Bridge reopens in 1 week, formal ceremony later - Minister

Third Mainland Bridge reopens in 1 week, formal ceremony later - Minister

Sanwo-Olu opens 'Sunday market' on Good Friday for Easter shopping

Sanwo-Olu opens 'Sunday market' on Good Friday for Easter shopping

Wike thanks Tinubu for the opportunity to serve

Wike thanks Tinubu for the opportunity to serve

Barrister Bida pens special birthday prayer for President Tinubu, Nigerians

Barrister Bida pens special birthday prayer for President Tinubu, Nigerians

Tinubu’s aide distributes food items to 1,750 persons in FCT, Kwara

Tinubu’s aide distributes food items to 1,750 persons in FCT, Kwara

Court grants senator accused of forging NYSC certificate ₦50m bail

Court grants senator accused of forging NYSC certificate ₦50m bail

Delta monarch declared wanted by military surrenders to police

Delta monarch declared wanted by military surrenders to police

Renowned Canada-based Nigerian playwright, Oguntokun is dead

Renowned Canada-based Nigerian playwright, Oguntokun is dead

Pulse Sports

Nigeria vs Mali: Has Finidi George done enough to land Super Eagles job permanently?

Nigeria vs Mali: Has Finidi George done enough to land Super Eagles job permanently?

I want to emulate Keshi and win the AFCON - Finidi George shares ambitious Super Eagles dream

I want to emulate Keshi and win the AFCON - Finidi George shares ambitious Super Eagles dream

Michelle Alozie: I had to do it because of African referees

Michelle Alozie: I had to do it because of African referees

AC Milan star reveals he was named after Super Eagles legend Tijani Babangida

AC Milan star reveals he was named after Super Eagles legend Tijani Babangida

Give him the job! Super Eagles fans beg NFF to make Finidi George permanent coach after Nigeria's win over Ghana

Give him the job! Super Eagles fans beg NFF to make Finidi George permanent coach after Nigeria's win over Ghana

Super Eagles 2-1 Black Stars: Nigerians praise Iwobi, Lookman, Finidi George after friendly victory against Ghana

Super Eagles 2-1 Black Stars: Nigerians praise Iwobi, Lookman, Finidi George after friendly victory against Ghana

ADVERTISEMENT
ADVERTISEMENT