pure play


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pure play

Dealing with a specific category of product rather than a mix of products. It is generally used in marketing to indicate that a company is specializing in one area. For example, "xyz is betting on a pure play in desktop PCs" means that xyz sells nothing but desktop PCs.
References in periodicals archive ?
If there are four or five or six pure plays in each category, the traditional players will move in.
This year saw the demise of several pure plays -- companies that have no physical presence off the Web -- including home furnishings e-tailer PuertaBella.