Microsoft was the titan in tech industry. It still is, but not on mobile apparently. And this is why the company is bringing its brand forward to competitors.
While Microsoft has given up in building its own mobile ecosystem, it has an array of apps that should be useful to the majority of mobile users, especially those that also own Microsoft's Windows desktop operating system.
This is why the company is bringing its Edge browser to both Apple's iOS and Google's Android.
The Edge browser is the successor Internet Explorer, the browser considered as one of the most famous web browser in the early days of the internet, but somehow famously maligned.
Packing more features that mimic Chrome, Firefox and others, Edge is a much more modern IE. And this is why Microsoft is confident that Edge can represent the company's brand inside its competitors' ecosystem.
To further push its brand, Microsoft is also graduating its Arrow Launcher for Android. The Microsoft’s version of the Google Feed, is renamed to Microsoft Launcher.
With Edge on iOS and Android, it's no surprise that it will bring more features to ease syncing and connecting PCs to mobile devices.
But what is worth noting is that, at its initial release, Microsoft is not giving Edge its own rendering engine to iOS and Android. Instead, Edge will rely on WebKit on iOS and the Blink engine on Android (not the Android WebView control).
What this means, for Android devices, Microsoft is shipping its own version of the Blink engine inside its Edge app.
Microsoft is almost synonymous with PCs and desktop computers. So although Microsoft doesn't compete in the mobile OS or hardware against Apple and Google, it still needs to have a strong presence on rivals. And having Edge on others' platforms, is its way for not risking to lose its relevancy inside the field.