How anime reignited consumer passion for Internet Explorer in Asia

This event report discusses how Microsoft, the computing company, used anime to help restore the fortunes of Internet Explorer (IE), its web browser, among young consumers across Asia.

How anime reignited consumer passion for Internet Explorer in Asia

Low Lai Chow

Web browsers may not seem like a high-interest category for many consumers, but the intense competition in this sector between firms like Google, Mozilla and Microsoft indicates just how important it is to control the gateway to the internet.

And Jonathan Wong, apps and services marketing lead for Microsoft Asia Pacific, told delegates at The Internet Show 2014 that Internet Explorer, Microsoft's competitor in this battle, has been left seriously wounded.

"It is a difficult job, because Internet Explorer is just not a brand that people care...

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