Microsoft’s Domain Registrations Hint at New “Sway” Service
Just days after Apple activated its proprietary content delivery network (CDN), Microsoft appears to be making moves in the same space. Domain registrations uncovered by researcher Jamie Zoch suggest Redmond may be developing a new service—possibly CDN-related—under the name “Sway.”
Key Findings:
- Microsoft registered Sway.com and related domains (sway-CDN.com, sway-INT.net, etc.)
- All domains currently redirect to Bing search results
- A trademark filing describes “Sway” broadly, covering SaaS and software applications
Microsoft declined to comment, citing typical August slowdowns. A spokesperson noted, “We’re unable to meet the tight deadline on a Friday afternoon”—a sentiment humorously echoed by Microsoft VP Frank X. Shaw on Twitter.
Why This Matters: Microsoft’s Potential CDN Strategy
Three plausible theories emerge about Sway’s purpose:
Enhanced CDN Services
While Microsoft already operates Azure CDN—considered an industry model—Sway could represent an upgraded or specialized offering. This aligns with trends set by Apple and Netflix to improve streaming control.Developer Ecosystem Play
The name suggests a persuasion tactic—potentially a campaign to attract developers away from compe*****s like Amazon’s CloudFront.New Streaming Venture
With Google’s rumored $1B Twitch acquisition, Microsoft may be developing a rival game-streaming platform. Xbox currently integrates Twitch, but market shifts could prompt innovation.
Historical Context: Names in Flux
Microsoft has rebranded products before—Bing was internally called “Kumo” during development. Whether “Sway” sticks remains uncertain, but the domain activity signals intentional planning.
Industry Note: The term “Kumo” now belongs to a stealth startup aiming to disrupt TV bundling, highlighting how tech terminology evolves.
What’s Next?
Until Microsoft breaks silence, Sway’s exact nature stays speculative. However, the timing—following Apple’s CDN launch—suggests competitive positioning in content delivery infrastructure. Professionals should monitor:
- Azure service updates
- Xbox streaming developments
- Enterprise CDN enhancements
This strategic ambiguity leaves room for both B2B and consumer-facing possibilities in Microsoft’s ecosystem.
