Technalysis Research
 
Previous Blogs

November 4, 2014
A New Wearables Forecast

October 28, 2014
The Next Evolution for Wearables: Business

October 21, 2014
Size Does Matter...When it Comes to Screens

October 14, 2014
Insider Extra: Does Windows Stand a Chance With Enterprise Mobile Apps?

October 14, 2014
Does Big Data Equal Big Brother?

October 7, 2014
Is Windows Still Relevant?

September 30, 2014
Tablet and Smartphone Futures: Specialization

September 23, 2014
Is the App Ecosystem Sustainable?

September 16, 2014
The Wearable-Identity Connection

September 9, 2014
The Password Dilemma

September 8, 2014
Insider Extra: SanDisk--Driving Flash Forward

September 2, 2014
Smart Connected Devices: A New Forecast

August 26, 2014
Phablets—aka Pocket Computers—Drive New World Order

August 19, 2014
Device Usage Diversity

August 12, 2014
New Life for the PC

August 5, 2014
Hot Items for the Holidays: Large Phones, Notebooks and Smart TVs

July 29, 2014
Smartphones: Life's Remote Control

July 22, 2014
The Joy of Vintage Tech

July 15, 2014
Digital Generation Gap

July 8, 2014
Virtualization Reborn

July 1, 2014
Portable Digital Identities

June 24, 2014
The Future of UI: Contextual Intelligence

June 17, 2014
Moving to Markets of One

June 16, 2014
Insider Extra: Dell and the Battle for Business

June 10, 2014
Screen Overload to Drive Screen-less Devices

June 3, 2014
Apple Drives Vision of Seamless Multi-Device Computing

May 27, 2014
Surface Pro 3: The Future of PCs?

May 22, 2014
Insider Extra: SanDisk: The Many Faces of Flash

May 20, 2014
The Technological Divining Rod

May 13, 2014
Computing in the Cloud

May 6, 2014
Device Usage a Question of Degree

April 29, 2014
The Next Smartphone Battleground: Durability

April 22, 2014
BYOD: A Work in Progress

April 18, 2014
Insider Extra: AMD Back in the Groove

April 15, 2014
The Mobility Myth

April 9, 2014
BYOD Dilemma: Devices vs. Data

April 8, 2014
Insider Extra: Qualcomm's Evolving Story

April 1, 2014
A Wearables Forecast

March 25, 2014
Measuring Success in Wearables? It's Thousands of Thousands

March 24, 2014
Insider Extra: Intel Strategy Moves Forward

March 18, 2014
IOT: Islands of Isolated Things?

March 11, 2014
Wearables Cautionary Tale

March 4, 2014
The New Platform Battle

February 25, 2014
Watch What Happens

February 18, 2014
Talkin' 'bout Touchpads

February 11, 2014
The MultiOS Conundrum

February 4, 2014
Computing Redefined

January 28, 2014
The Apple Problem

January 21, 2014
The 2-in-1s People Might Want

January 14, 2014
The Post Tablet Era

January 7, 2014
The Innovation Asymptote

December 31, 2013
Top 5 2014 Predictions

December 17, 2013
Holiday Shoppers Gifting Themselves

December 10, 2013
Companion Apps

December 3, 2013
Aisle Check
















TECHnalysis Research Blog

November 11, 2014
Going Vertical

The foundation of the tech business has nearly always been based on the idea of creating products and services that appeal to as wide an audience as possible. As we begin to enter a more mature, slower growth phase of the industry, however, the possibility of going horizontal is getting increasingly difficult. Particularly as we look to the business world, all the best opportunities are about finding specific niche opportunities that offer a smaller set of customers a more customized fit. In a word, it’s now all about going vertical.

One of the many benefits of tapping into vertical markets is the ability to run a profitable business because companies/individuals with specific needs are much more likely to pay a premium to get exactly what they’re looking for. The challenge, of course, is that to really grow a business that’s focused on serving verticals, you often need to find several of them.

At last week’s DellWorld event in Austin, TX, I was one of the co-hosts of the DellWorld Live streaming TV coverage and, as part of that job, had the pleasure of interviewing people from a wide variety of companies with an enormous range of perspectives. Though there were many different themes that were discussed throughout the event, one point that became clear is that companies like Dell and its partners are increasingly focused on finding solutions that are targeted at many specific vertical industries, such as healthcare, retail, finance, education, manufacturing, etc. These verticals often have very unique requirements, so it can be difficult meeting their demands, but they represent strong opportunities for growth for many different types of vendors.

Apple’s recently announced deal with IBM for developing mobile apps for business was/is also targeted towards verticals. In fact, much of IBM’s focus in that partnership is geared towards leveraging their expertise across a wide variety of these specific industries into custom mobile applications. Despite all the hype around increased mobility in the workplace, the reality is that most companies are just now starting to get serious about building custom mobile applications for their businesses. As a result, there’s a strong interest in developing solutions that meet the specific demands of the business. Up until now, many of the business-oriented mobile apps have been more broadly, horizontally focused, so there’s a relative dearth of vertically-focused options.

In some cases the differences between apps across different vertical industries may not be all that great—it could be as simple as simple different field names in a database, for example—but in others, it boils down to understanding different business processes, different workflows, different requirements, and so on.

At the end of the day, businesses want to feel like their unique needs are being met. That means learning more about these businesses and how they operate, and devising solutions that will help them feel like they’re being more effective or more productive than they were before they started using the new tool(s). It’s hard work, to be sure, but the days of easy, horizontal solutions for business are going away. Companies that can learn how to specialize in these specialty industries—and go vertical—are the ones who will be best positioned for success in the years to come.

Here's a link to the original column: http://techpinions.com/going-vertical/36602

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