Vertical Is The New Horizontal: How The Cloud Makes Domain Expertise More Valuable In The Enterprise
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Editor’s note: Gordon Ritter is a founder and general partner at Emergence Capital focused on cloud companies.
In the days before the cloud, on-premise software providers that focused on selling into a vertical market were considered second-class citizens to the “big guns” selling into the broader horizontal marketplace. The real “win”—in market share, wallet share and ultimately, profits—was the broadest approach. The notion of specializing in solutions that serve a market niche or specific industry was considered limited unless it was just the start of something more horizontal.
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