Just have an ear what many employees talk about at the water cooler or coffee machine:
* technology (in the engineering sense): tech company
* software: software company
* something else: ... company (for example finance company)
In other words: Is producing software the actual goal of the company or a means to an end?
* If software is in the opinion of most employees the actual goal of the company: software company
* Is software a means to the end of producing engineering products: tech company
* Is software written for high-frequency trading: finance company or investment company
etc.
