Microsoft determines future browser to enable new name, Abandon IE brand

Sina Science and technology news Beijing time March 18 morning, Microsoft has hinted that it will give up the IE brand. This week, Microsoft confirmed that future browsers will enable the new name. At present, Microsoft's new version of the browser code-named "Project Spartan."

"Microsoft is currently designing new names and brands for browsers," Chris Car Capossela, Microsoft Marketing director, said at the convergence conference this week. "We are currently looking at what brands and names the browsers in Windows 10 should have," he said. We will still provide IE, but we will also provide another browser code-named Project Spartan. We need to name it. ”
IE will still exist in some versions of Windows 10, especially when providing compatibility for enterprise users. However, the new Project Spartan Browser will have a separate name and will be the primary portal for Windows 10 users to access the network. Over the past few years, Microsoft has tried to get rid of IE's negative impressions of users through a series of advertising campaigns, but it has not succeeded. The resignation of Microsoft's former IE leader last December meant that Microsoft's browser business would usher in a new era.
Capperces also talked about the effects of a "Microsoft" brand in front of products such as windows and IE, and some research data on the browser's ability to enable a new brand. For example, Microsoft will adopt a secret new brand for browsers that has attracted some of the UK's Chrome users. "Just by naming the word ' Microsoft ' in front of the product name, the incremental chrome user that attracts it is very impressive," he says. ”

Microsoft is working with market research to try new brands. But it is unclear when Microsoft will formally announce the final brand of its new browser. According to Microsoft's own research, it is clear that the company wants to get rid of IE as quickly as possible, and that the official name of Project Spartan browser is likely to have the word "Microsoft".
Capperces also spoke about Microsoft's future profitability and the smarter way Microsoft has taken advantage of social media. Microsoft has started to allow artists to use personalized images to respond to Twitter users, and at least one member from the Xbox team has been successful in attracting attention, with Twitter messages being forwarded 35,000 times. This will benefit Microsoft's brand awareness and make Microsoft a favorite again. (Zhang Fan)