Microsoft is killing its Internet Explorer brand with a flashier successor being developed under codename ‘Project Spartan’.
The new browser is likely to run on phones, tablets and personal computers, but it will mainly designed for new mobile devices.
The Verge cited Microsoft marketing chief Chris Capossela as saying: "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."
The new browser is expected to be released with Windows 10, making it the primary way for users to access web. However, Internet Explorer will be available, but it will be consolidated to Windows 10 enterprise editions.
According to reports, the move to axe the Internet Explorer brand is a part of the company CEO Satya Nadella’s attempt to lead innovation rather than follow what has already been invented and used.
The browser was criticised for not being fast enough and was subjected to mocking campaigns, which followed Microsoft’s former Internet Explorer chief leaving the company in December 2014.
The software giant has not come up with the official name for the new browser, but Capossela explained that in market research conducted on Chrome users in the UK, they found that the usage of a Microsoft brand name over Windows or Internet Explorer made the new product more appealing to Chrome users.
Capossela added: "Just by putting the Microsoft name in front of it, the delta for Chrome users on appeal is incredibly high."
