What is a Horizontal Market?
A horizontal market is one where a product or service is designed to be used by a wide range of customers across many different industries. For example, software like Microsoft Office or a CRM system is a horizontal product because businesses in almost every industry can use it. This is in contrast to a "vertical market," where a product is designed for a specific industry, like software for dental offices. Partners who specialize in horizontal technologies often have a very broad customer base.