The rebranding is a part its upcoming Windows 10 software overhaul. Internet Explorer will continue to exist only for compatibility issues, according tech site The Verge, and the new, unnamed browser will become the default Web portal for Windows users.
Introducing a new browser brand is almost a necessity for Microsoft, S&P Capital analyst Angelo Zino said in an interview with CNBC. Users have turned to Google‘s Chrome browser and Mozilla Firefox in recent years, forcing Internet Explorer from an 80 percent market share in 2007 to about 30 percent now, Zino said.
The drastic shift to the mobile Web drove users away from Internet Explorer, Zino added.
“What it tells us is that [Microsoft] essentially failed in their expansion efforts within mobility,” Zino said.
A new Microsoft browser will have to take a wholly different approach from what’s currently available, according to Trip Chowdhry, managing director of equity research at Global Equities Research.
“The new Browser from Microsoft will only be successful if it is 180 degrees different from what’s currently available from Google or Firefox,” Chowdhry said in an email, adding that it should be available on all devices and it should focus on privacy.
Microsoft, which made its announcement Monday, didn’t immediately respond to CNBC’s requests for comment.