Microsoft registers Sway.com, could be preparing to launch a new service

Microsoft has recently bought sway.com for what we can only assume was a nice premium to the former owner as four letter domains do not come cheap these days. But, what is it for and why is Microsoft registering new domains that hint towards a content delivery network (CDN)? For those who are unaware, a CDN helps you deliver bandwidth-intensive content around the world, with Akamai being the leading brand in the market.

Without going too far down the rabbit hole of wild guesses and unfounded speculation, Microsoft did also register sway-CDN.com, sway-CDN.net, sway-INT.com and sway-INT.net, all of which appear to be CDN related. Microsoft already has a CDN in place and currently offers it to Azure customers so this could be purely a branding play.

Because of the accompanying CDN domains, Microsoft may be looking to position 'Sway' as a marketing effort to promote its own CDN and attract developers to its platform. If the company could successfully campaign 'Sway' to the enterprise users and show that its CDN is better than others, it could be a useful tactic in getting companies to either switch to Azure or sign up for Azure when they are ready to move to the cloud.

Other than the CDN idea, there isn't much else to go on but Microsoft did trademark the term; the descriptions used on the mark are about as helpful as a canoe in the desert when trying to figure out what the domain will be used for.

If you head over to sway.com right now, you will be redirected to a Bing search page. We will keep digging to see if we can find more or, if you happen to know what it is, send us a tip here.

Source and Image Credit: Dot Weekly

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I am 95% sure that the Sway-INT domains are not related to a CDN in any way. Domains with -INT suffixes are used by MSFT for testing/staging purposes (it stands for INTernal). Sway-CDN will probably be used to host resources (images, scripts, stylesheets, movies, ...) used on the Sway.com website, hosting those things on a separate domain is for performance optimalizations (e.g. cookies are not sent across the line when fetching stuff from that URL).

A contracted developer behind it?

https://twitter.com/jublonet/status/495990364654673920

Edit: Given the trademark making it seem like it's at least an online service or SaaS, and Jublo Solution's past projects with database and development stuff, I wouldn't be surprised if it's related to Microsoft Azure or something like it. Seems developer/development-ish anyway, or backend server stuff. Wouldn't it be cool if this is an online platform / host for Universal Windows apps under development? They're built with HTML5 + JS, so it makes perfect sense to offer some official online hosting for them where they may even be able to be test-run online, and for that, you probably need a CDN... I'm thinking a "Microsoft Github". Then when they're developed and done, they can be sent off to Windows Store, all integrated with each other.

Edited by Northgrove, Aug 3 2014, 6:27pm :

...so this could be purely a branding play.

Not a good one, it makes me think of crap sumsung services that are usually named S xxx :/