Microsoft has confirmed that it will drop the IE brand: it is naming the new version of the browser

MicrosoftConfirmed that the IE brand will be abandoned: the new version of the browser is being named

Sina Technology News On the morning of March 18, Beijing time, Microsoft has previously hinted that it will abandon the IE brand. This week, Microsoft confirmed that the new name will be enabled for future browsers. Currently, Microsoft's new version of the browser is codenamed "Project Spartan".

Chris Capossela, head of marketing at Microsoft, said at this week's Convergence conference that Microsoft is currently working on a new name and branding for the browser. "We are currently working on what kind of brand and name the browser should be in Windows 10," he said. We will still offer IE, but we will also offer another browser codenamed Project Spartan. We need to give it a name. ”

IE will still be present in some versions of Windows 10, especially if it offers compatibility for enterprise users. However, the new Project Spartan browser will receive a separate name and will be the main entry point for Windows 10 users to access the web. Over the past few years, Microsoft has tried to get rid of IE's negative impression in the minds of users through a series of advertising campaigns, but it has not been successful. The departure of Microsoft's former head of IE in December last year means that Microsoft's browser business will start a new era.

Capesera also talked about the effect of branding "Microsoft" in front of products such as Windows and IE, as well as some research data on browser enablement of new brands. For example, Microsoft will adopt a secret new brand for the browser, which has already attracted some Chrome users in the UK. "Just putting the word 'Microsoft' in front of the product name can attract a lot of incremental Chrome users," he said. ”

Some research data on the new brand of Microsoft's browser

Microsoft is working with market research to try new brands. But it's unclear when Microsoft will officially announce the final branding of the new version of the browser. According to Microsoft's own research, it is clear that the company wants to get rid of IE as soon as possible, and it is likely that the official name of the Project Spartan browser will have the word "Microsoft" in it.

In his speech, Capesella also talked about Microsoft's future monetization approach and some smarter ways Microsoft has taken to leverage social media. Microsoft has started letting artists respond to Twitter users with personalized images, and at least one member from the Xbox team has managed to attract attention, with Twitter messages retweeted 35,000 times. This will benefit Microsoft's brand recognition and make Microsoft loved again. (Zhang Fan)