You’ve wrecked your knee trying to be Ken Griffey Jr. in the company’s annual softball tourney. Do you visit your general practitioner? Or hobble over to an orthopedist — maybe even the doc who treats Griffey himself? If you answered GP, you probably belong to an HMO. Given a choice, most everyone wants a specialist — computer customers, too.
So now the industry is hanging out its own shingle — and it doesn’t say GP on it. Companies once content to push one-size-fits-all products to broad business markets are turning to a new prescription: Customized solutions aimed at vertical markets. Apple is hawking its Newton to doctors, real estate agents — even farmers. Read the rest of this entry »