Beijing March 18 morning news, Microsoft had previously hinted that IE will give up the brand. This week, Microsoft confirmed that future browsers will enable the new name. At present, Microsoft's new browser code-named "Project Spartan."
At a Convergence conference this week, Microsoft marketing chief Chris Capossela said Microsoft is currently designing a new name and brand for the browser. He said: "We are currently working on what brand of browser and what name it should look for in Windows 10. We'll still be offering IE, but we'll also be offering another browser, code-named Project Spartan. Name it. "
IE will still exist in some versions of Windows 10, especially when it comes to providing compatibility for business users. However, the new Project Spartan browser will have a separate name and will be the main gateway 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 did not succeed. The former Microsoft chief of staff left in December last year, which means that Microsoft's browser business will open a new era.
Cappellora also talked about the performance of the "Microsoft" brand in front of Windows and IE products, as well as some research data on the browser to enable the new brand. For example, Microsoft will adopt a secret new brand for its browser, a situation that has drawn some Chrome users in the UK. He said: "Just by prefixing the product name with 'Microsoft', the number of incremental Chrome users it attracts is significant."
Microsoft is working with market research to try new brands. But it is not yet clear when Microsoft will officially announce the final browser brand name. According to Microsoft's independent research, it is clear that the company hopes to get rid of IE as soon as possible, and the official name of the Project Spartan browser is likely to have the word "Microsoft."
In her speech, Caponera talked about Microsoft's future profitability and Microsoft took some smarter ways to use social media. Microsoft has begun to let artists use personalized images to respond to Twitter users, and at least one member from the Xbox team has attracted the attention of people, Twitter message forwarding volume has reached 35,000 times. This will be conducive to Microsoft's brand awareness, so that Microsoft is re-loved. (Zhang Fan)
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