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 ?
But while she contends that home furnishings has the potential to capture a significant portion of the consumer dollars spent on the Web, in part because the off-line home furnishings market is fragmented and time-consuming to shop, Hale is quick to add that it might take years for sites to achieve this potential, and that pure plays face numerous obstacles.
Our evaluation included only pure play vendors that focus on automating and optimizing processes that incorporate a mix of people, systems, and other content, wrote Sharyn Leaver, principle analyst at Forrester in her March 2004 report, "How Do the BPM Pure Plays Stack Up?
While all of the offerings can provide benefits in specific scenarios, pure plays are still the best option for firms looking to begin a BPM implementation today by automating and optimizing processes that incorporate a mix of people, systems, and other content.
The firm has recently run a full-page ad in both the Wall Street Journal and the Financial Times asking employees of the pure plays to consider employment with Deloitte Consulting, focusing on the breadth and depth of its services as well as its stability.