What is meant by verticilazation in media business?

In recent years, enterprise system (ES) software markets have been very dynamic. While
contemporary customers are increasingly seeking ES solutions that require less and less
customization and implementation effort, it is unclear whether all ES providers should take
the "vertical" path of offering functionality tailored to specific industries. Given the lack of
conceptualization that explores ES markets' segmentation, this paper offers a typology of
generic verticalization strategies and matches ES providers' organizational characteristics of
size and scope with the most effective verticalization strategy. A dynamic dimension is
introduced to this framework by analyzing recommended strategies for market entry and
growth. Finally, the applicability of the exploratory framework is illustrated using examples
from the customer relationship management (CRM) software market.