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Microsoft to ax Internet Explorer brand

By Aileen Graef
Microsoft to ax Internet Explorer brand
Microsoft corporate building in Santa Clara, California. (UPI/Shutterstock/Ken Wolter)

SEATTLE, March 17 (UPI) -- Microsoft is putting Internet Explorer browser to rest and releasing a new browser under another name.

The project is codenamed Spartan and will be released with Windows 10. Internet Explorer will still exist in some versions but the company is moving forward with the new brand.

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"We're now researching what the new brand, or the new name, for our browser should be in Windows 10," Microsoft's marketing chief Chris Capossela said at the Microsoft Convergence Monday. "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."

Microsoft has tried multiple times to reshape the image of the browser that has been edged out by Chrome, Firefox and other browsers but failed.

"Microsoft is making compelling software right now, software as good as Google and Apple. But they still have a perception of lagging and they are trying to break that perception and that includes retiring brands," said BGC Partners analyst Colin Gillis.

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