It is not news that Microsoft is working on a new brand for the browser that will come out with Windows 10. On Tuesday, however, the company announced that the Internet Explorer brand will probably not make the cut, and it will be left behind as an outdated tool.
Marketing Chief Chris Capossela spoke at the Microsoft Convergence this week, and he confirmed in his speech that the new desktop OS, Windows 10 will be accompanied by a brand new browser.
Capossela had told Verge that the new browser is still in the research phase, as the team is trying to figure out in which direction should they go with the name and the entire brand. Before an official name is released, the world knows it as Project Spartan, which is just a codename.
Internet Explorer, however, will not be completely wiped out, as Windows 10 will still have it pre-installed in its software. But the focus will be on the new browser, which is predicted to be a lot faster and less clunky than its predecessor. Microsoft will integrate a voice search tool named Cortana in its new project.
Microsoft has been rather vague when it comes to Internet Explorer’s fate. The company has suggested in a statement that it plans on keeping it available for the users who need it and use it.
A spokesperson for the company explained that even though Project Spartan is built specifically for Windows 10, that doesn’t mean that Internet Explorer will cease to exist for companies and private customers that prefer a legacy browser support.
Losing the browser altogether might be a bad move for Microsoft, as the brand is still the most popular worldwide, in spite of the “hate” that it gets on entertainment social media. Different versions of Internet Explorer are amounting to 50 percent market share, as it has been Microsoft’s default browser for many, many years.
Scott Ross, UK chief technology officer at DigitasLBi, expressed how most internet users feel about Microsoft’s old browser; he said that Internet Explorer has lost the competition among browsers a long time ago, and yet it has managed to secure the number one position in the “world’s most hated browser” category.
Because of the high level of negativity that surrounds the product, Internet Explorer has no chance of winning the hearts of the internet users, no matter how many new versions Microsoft developers come up with. That’s why they decided rebranding would be a good idea, and maybe it is time to let the Internet Explorer name pass into the online archives.
Image Source: File Hippo
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