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 ?
Lombardi Software, the developer of TeamWorks(R), award-winning business process management (BPM) software, today announced that it has secured a leadership position in the newly published Forrester Wave(tm) of pure play BPM software providers.
com is one of the true pure plays in e-commerce," said Spina.
Blue Martini Software offers an enterprise application that brings true merchandising to Internet commerce for Global 2000 retailers and manufacturers, as well as Internet pure plays.