Microsoft's Spartan Browser Will Ditch Internet Explorer Branding

Speaking at Microsoft Convergence on Monday, the firm's marketing chief, Criss Capossela (viaThe Verge) said, "We're now researching what the new brand, or the new name, for our browser should be in Windows 10."

Up till now, Microsoft is using Project Spartan codename for the new browser in Windows 10. Capossela suggested that the Project Spartan browser will be named separately. "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."

As revealed earlier, while Internet Explorer will still exist in some versions of Windows 10, mostly for enterprise legacy support, the new primary browser for Windows 10 will be the Project Spartan browser. By relegating IE to the enterprise, the company is essentially killing the consumer-facing brand.

The Redmond giant is doing all sorts of market research to find an appealing name for the browser. Microsoft market research done in the UK suggested that Microsoft clubbed with a secret name (names used for research) had more appeal to Chrome users than other names without the Microsoft branding. Capossela also believes that the Microsoft brand over Windows or Internet Explorer has greater appeal.

"Just by putting the Microsoft name in front of it, the delta for Chrome users on appeal is incredibly high," added Capossela.