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Defending the Digital Frontier: An Exploration of Domain Name Choices in the Military Tech Industry
By Monica Stankova access_time 14 min read

Overview

Military technology startups are organizations that focus on developing cutting-edge technologies for military applications. These startups may specialize in a wide range of areas, including:

  • Developing new weapons systems and military hardware that can improve the capabilities of the military.
  • Providing advanced intelligence, surveillance, and communication systems that can enhance situational awareness and decision-making in the field.
  • Creating new technologies for logistics and supply chain management that can improve the efficiency of military operations.
  • Developing new materials and coatings for military equipment that can improve durability and performance in harsh environments.
  • Building unmanned systems and robots that can be used for a variety of military applications, such as reconnaissance, surveillance, and combat.
  • Developing new software and algorithms that can be used for decision-making, intelligence gathering, and other military operations.

Artificial Intelligence

The field of military technology is constantly evolving, with new trends and innovations emerging all the time. One of the most prominent trends in recent years has been the increasing use of Artificial Intelligence (AI) in military operations.

According to reports from The Business Research Company, the global market for artificial intelligence in the military saw significant growth, rising from $7.28 billion in 2022 to $8.58 billion in 2023, with a compound annual growth rate of 17.9%. This trend is expected to continue, with projections for the market to reach $15.09 billion in 2027 at a CAGR of 15.1%.

The Department of Defense has allocated a significant portion of its fiscal year 2023 budget for research and development, specifically earmarking a record $130.1 billion. With ongoing tensions in Ukraine and other regions, the military is placing a greater emphasis on technological solutions to ensure readiness.


We are requesting more than $130.1 billion for research and development in this budget – an all-time high – because we understand the need to sharpen our readiness in advanced technology, cyber, space and artificial intelligence. 

Secretary of Defense Lloyd J. Austin III

Internet of Things (IoT)

Another important trend in military technology is the rise of the Internet of Things (IoT), which includes technologies such as sensors, wearables, and edge computing. In the military, IoT technology can be used to improve communication and information sharing, increase operational efficiency, and enhance situational awareness.

Overall, IoT technology has the potential to revolutionize the way the military operates, by providing commanders with real-time data, improving decision-making and increasing the overall efficiency of military operations.

Robotics and autonomous systems

Robotics and autonomous systems are being increasingly used in the military to enhance capabilities, improve efficiency, and reduce human risk. These systems include unmanned aerial vehicles (UAVs), ground robots, and underwater drones, which can be used for a variety of tasks such as reconnaissance, surveillance, and targeted strikes. Autonomous systems can also be used for logistics, transportation, and explosive ordnance disposal.

Cyberattacks

The increasing use of technology in military operations has also led to an increase in the vulnerability of military systems to cyber-attacks. These attacks can have serious consequences, including the loss of classified information and damage to military equipment. In order to address this threat, militaries are investing in prescriptive security technology that uses a combination of cybersecurity, artificial intelligence, and automation to detect and prevent potential threats.

Immersive technologies

The use of immersive technologies, such as virtual reality (VR) and augmented reality (AR), is transforming the way military personnel are trained and how they conduct operations. Startups are using VR to build synthetic training environments that replicate real-world situations, such as flight or combat training. These experiences provide soldiers with a more realistic and flexible training experience, which can improve their readiness for real-world missions.

AR technology is also becoming an essential tool for on-field soldiers. It allows them to access important information such as mapping and movement markers through wearable glasses or AR headsets, which in turn improves their ability to make real-time decisions and enhance their performance in the field.

Investing in defence startups – the emerging role of venture capital

The defense and military technology sector has traditionally been off-limits for many venture capitalists (VCs), but the war in Ukraine and increasing national defense budgets are causing more VCs to reconsider this stance. NATO recently announced a €1 billion investment fund backed by 22 of the military alliance’s member states. Private institutional investors, such as banks and private equity firms, have also started to invest in defense technology. However, most VCs still do not want to invest in offensive military startups, those that might directly create weapons or battlefield tools. Instead, they tend to focus on startups with “dual-use” technologies, which have both defense and civilian applications. However, scaling a defense startup can be difficult, as it can be hard for early-stage companies to raise funds and secure government contracts.


In the past, there was really a clear border around what VCs invest in or not, and defence tech tended to be on the other side of that line. Anything with any moral or ethical implications, which is anything that can be slightly shifted towards being a war mechanism, is something that VCs would never be interested in funding. With the war in Ukraine, there has definitely been a shift in paradigm.

JoĂŁo Nunes, an investor at Playfair Capital for Sifted EU

Military tech and defense companies and their domain name choices

In this study, we will delve into the naming and domain strategies employed by leading military companies. We will analyze their chosen names, the message conveyed, and the ways in which their domain names have been utilized to bolster their online presence and establish trust with their target audience. Through examining the successful strategies of these companies, we aim to gain valuable insights that can assist other military startups in their own naming and domain research.

Namepicks

Anduril

Anduril is a defense technology company that was founded in 2017 by Brian Schimpf, Trae Stephens, Matt Grimm and Joseph Chen and Palmer Luckey, the co-founder of Oculus VR. The company focuses on developing advanced technologies for military and homeland security applications, including autonomous drones and virtual border surveillance systems. Its products are designed to help government agencies and military organizations to better detect, track, and respond to potential threats. 

In December 2022, Anduril announced $1.48 billion in Series E funding, valuing the company at $8.48 billion, nearly doubling its previous June 2021 valuation.


Anduril is not a traditional defense contractor. We are shaping the future of defense, transforming US & allied military capabilities with advanced technology. We emphasize speed and results and control our products from start to finish, including funding R&D to selling finished products off the shelf. Today, Anduril is in a rapid growth phase, deploying technology in diverse locations and developing path-making products that will change defense forever. 

Anduril Industries’ team

The company is named after a famous sword in J.R.R. Tolkien’s “The Lord of the Rings.” The name Andúril means “Flame of the West”, from the Quenya andúnë (“west, sunset”) and ril (“brilliance”).

The company has invested in both, Anduril.com and AndurilIndustries.com. This not only helps to protect their brand online, but also makes it simple for customers, partners, and investors to locate and access their website. 

Shield AI

Shield AI is a leading American aerospace and defense technology company based in San Diego, California. The company specializes in the development of advanced artificial intelligence-powered drones, aircraft, and software that assist in defense operations. Founded in 2015 by Brandon Tseng, Ryan Tseng, and Andrew Reiter, Shield AI’s mission is to protect service members and civilians with cutting-edge intelligent systems. The company’s Hivemind autonomy stack is the first and only autonomous AI Pilot deployed since 2018.

In December 2022, the company successfully raised an additional $60 million in funding as part of its Series E round. This brings the total funding for the round to $225 million, and the company’s valuation has now reached $2.3 billion.


Automated defense capabilities will play an increasingly essential role in our defense programs and are critical to our ability to remain competitive. Shield AI is a leader in this space, developing some of the most advanced and cutting-edge technology for AI piloting. We are proud to be able to support Shield AI and the work they are doing in defense.

Thomas Tull, Chairman of USIT

Shield AI has been recognized by several leading publications and organizations, including Forbes’ AI 50 and Best Startups lists, CB Insights’ Top 100 AI Companies, and Fast Company’s Most Innovative Companies.

Shield AI operates with the domain extension .ai and also owns its exact brand match domain name ShieldAI.com, which helps to protect its brand and makes it easier for customers to access its services. Having a good domain strategy is essential for any business that wants to maintain a reliable and recognizable presence online.

The name, Shield AI, is well chosen to effectively convey the company’s mission and purpose. It highlights their focus on using advanced AI technology to provide protection and defense for military members and civilians.

Palantir

Palantir Technologies is a software company that provides a suite of applications for integrating, visualizing, and analyzing large quantities of data. The company was founded in 2003 by Peter Thiel, Nathan Gettings, Joe Lonsdale, Stephen Cohen, and Alex Karp and is headquartered in Denver, Colorado.

Palantir has a strong reputation for providing cutting-edge technology to the United States Armed Forces and its allies. With the ability to rapidly turn vast amounts of data into actionable plans, Palantir’s software is a crucial tool for military operations.


Our Nation’s service members deserve the best technology possible to win.

 Doug Philippone, Palantir Global Defense Lead

The company has raised a total of $3B in funding over 27 rounds, as their latest funding was raised in August 2021.

The name Palantir derives its inspiration from J.R.R. Tolkien’s The Lord of the Rings, where the palantĂ­ri were described as indestructible crystal spheres with the power of communication and the ability to see events happening in distant parts of the world. The word comes from Quenya palan ‘far’, and tir ‘watch over’.

Palantir operates on the domain name Palantir.com, which perfectly encapsulates its global aspirations and vision for the future.

Leonardo

Leonardo is a leading global high-tech company based in Italy that specializes in aerospace, security, and defense. The company designs, develops, and manufactures a wide range of products and systems, including helicopters, aircraft, defense electronics, and cyber security solutions. Leonardo is one of the world’s largest defense companies with over 45,000 employees at 180 sites around the world.

Since April 2016, the company, known since its founding in 1948 as Finmeccanica, underwent a restructuring process led by CEO Mauro Moretti. As part of this process, the company adopted the transitional name of Leonardo-Finmeccanica. This name change was a stepping stone towards the company’s ultimate rebranding as Leonardo on January 1, 2017. The new name was chosen as a tribute to the renowned Italian inventor, Leonardo da Vinci, and is reflective of the company’s commitment to innovation and excellence in the aerospace, security, and defense industries.


We are inspired by Leonardo da Vinci, a universally recognised symbol of creativity and innovation. Our new name follows our business rationalisation in which we absorbed the activities of AgustaWestland, Alenia Aermacchi, OTO Melara, Selex ES and WASS into one company.

Leonardo team

Leonardo has been included in our recent report on the use of personal names as brand names. The report highlights the benefits of using a personal name as a brand, such as building trust, creating a more personal connection with customers, and giving the brand a distinct character and authenticity.

The company operates on the exact brand match domain name Leonardo.com signaling authority and trust – fully aligned with their positioning.

CAE

Founded in 1948, CAE (formerly Canadian Aviation Electronics) is a global leader in providing simulation and modeling technologies, as well as integrated training solutions for the civil aviation, defense, security, and healthcare industries. The company’s mission is to revolutionize the way its customers train and conduct critical operations by delivering digitally immersive solutions that enhance safety, efficiency, and readiness.

CAE has raised a total of $1.1B in funding over five rounds, as their latest funding was raised in November 2021.


As a high technology company, we are at the leading edge of digital innovation providing training and mission support solutions across multi-domain operations – air, land, maritime, space and cyber. We are committed to being our customer’s partner of choice to help elevate safety, efficiency and readiness so that our customers can achieve their best performance.

CAE’s Defense & Security

You can find the company on their three-letter domain name CAE.com. Three-letters .com domains are precious as they are short and memorable, and global brands like CAE own over 60% of those names. Names like CAE.com that are rare branding assets and communicate instant authority and trust.

Highlights

Securing a .com domain name is the preferred choice for businesses looking to establish their online presence, with 87 out of 100 companies on our list choosing this extension. The .com domain is widely regarded as the most credible and respected choice and can assist businesses in building trust and credibility with their target audience.

3 companies on the list use the .co domain extension. This extension is the country code top-level domain (ccTLD) for Colombia, but it is also commonly used by companies and individuals as an alternative to the more well-known .com extension.

3 companies have chosen the .co.uk, followed by the .ai extension with also 3 users. This is a common practice among AI startups, as it communicates their field of activity. The .ai extension actually originates from Anguilla and many of the businesses in the AI field are rarely aware of that fact and the risks it can carry for their brands

72 companies secured exact brand match domain names for their brand presence online. Having an exact brand match domain name is a great approach to building trust and credibility online, which are essential for making lasting connections with customers and gaining an edge over the competition.

Dashes are used in 4 names on the list. Adding hyphens is not advised since it adds complexity for consumers who frequently overlook it while typing in a domain name.

Below is a preview of the full list of 100 companies. For a complete list feel free to contact MarkUpgrade.


A premium domain name is a powerful tool for businesses looking to establish a strong and professional online presence. If you’re ready to upgrade your brand and boost your online presence, contact us for more information on our premium domain name options and how they can help your business succeed.

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