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USER APPLICATIONS VERTICAL VERSUS HORIZONTAL The trade press is rife with conventional wisdom reports on vertical versus horizontal markets. ARDIS is known to focus only on the verticals because of its heritage and infrastructure limitations 1 or its genetic differences.2 BSWD is thought to focus only on horizontals. In reality, during 1996 roughly 90% of BSWD s revenues came from vertical applications.3 CDPD carriers work for the horizontal market with credit card processing4 or Smartphone plans, but sell in the verticals, especially public safety. It is fair to say their focus is highly variable, with some exceptions: GTE is concentrating on vertical markets. . | The Wireless Data Haadbaak Fourth Edition. James F. DeRose Copyright 1999 John Wiley Sons Inc. ISBNs 0-471-31651-2 Hardback 0-471-22458-8 Electronic 19 USER APPLICATIONS 19.1 VERTICAL VERSUS HORIZONTAL The trade press is rife with conventional wisdom reports on vertical versus horizontal markets. ARDIS is known to focus only on the verticals because of its heritage and infrastructure limitations 1 or its genetic differences.2 BSWD is thought to focus only on horizontals. In reality during 1996 roughly 90 of BSWD s revenues came from vertical applications.3 CDPD carriers work for the horizontal market with credit card processing4 or Smartphone plans but sell in the verticals especially public safety. It is fair to say their focus is highly variable with some exceptions GTE is concentrating on vertical markets. 5 Ironically in 1995 ARDIS departed from its relatively successful vertical marketing strategy in a failed attempt to push Marco and Envoy for its then parent company Motorola. BSWD having seen the light in 1994 with a series of E-mail failures switched to a vertical approach with considerably more success. It targeted five vertical markets6 field service field sales transportation utilities and finance relegating horizontals such as messaging and point-of-sale to secondary applications. In late 1997 BSWD swung back to the horizontal market with a vengeance staking the future of the business on two-way paging. What do these vertical horizontal buzzwords mean To most people a vertical is application specific perhaps parts order entry from a mobile device transmitted upward to the same company s host computer for processing. The applications are highly tailored since field service firms for example often see the intricacies of their particular part-stocking response as a competitive edge. The applications are not generic and do not transfer well from say high-technology medical computer service to truck repair service or to public safety or field sales for that
