Put together, all the Internet Explorer versions represent almost half of the browsers’ marketshare, so it’s safe to say that it’s the world’s most used web browser. Which makes sense, sine the software comes pre-loaded on hundreds of millions of Windows products. But for the past few years, Internet Explorer has been under a lot of fire, criticized for its weak security and often referred to as ‘the browser that you use to download other browsers’.
Microsoft has tried its best to improve the reputation of its browsers, and besides improving its functions and security, it has even started many promotion campaigns. But now it seems that Microsoft has come to the conclusion that a full rebranding is the single solution. The company is changing its approach towards many of its services and products, and it seems that IE has come under the knife, as well.
Speaking at theMicrosoft Convergence, Microsoft’s marketing chief Chris Capossela disclosed that they are 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. 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.
TheVerge informs that Internet Explorer will still exist in some versions of Windows 10, but this will be mostly for enterprise compatibility. The new Project Spartan will be the main browser for Windows 10 users, but at the moment it seems that Microsoft hasn’t picked up a name yet. If you ask me, Spartan isn’t that bad either.
There is also a chance for the product to have in its name ‘Microsoft’ or ‘Windows’, as it seems that consumers find that more trustworthy. Among its changes in the business area, Microsoft is also interested in improving its brand perception, and this move could be among the most important in this direction.