Public attention, when directed to microcomputer programs, usually focuses on general purpose programs.
This category of software, which includes spreadsheet, word-processing and communications programs, data management systems and integrated products, is equally usable by accountants, security analysts, attorneys and engineers. Examples of this kind of software include:
-- Spreadsheet programs--Lotus ``1-2-3`` and Microsoft ``Excel.``
-- Word-processing programs--Microsoft ``Word`` and MicroPro
-- Data management systems--Ansa`s ``Paradox,`` Ashton-Tate`s ``dBase``
and Microrim`s ``Rbase.``
-- Communications programs--Microsoft`s ``Access`` and United Software`s
-- Integrated products--Ashton-Tate`s ``FrameWork`` and Lotus`
They are products that can be adapted to virtually unlimited applications. For example:
-- An attorney would use Microsoft ``Word`` to prepare a legal brief, while a teacher would prepare an exam with it.
-- An accountant would prepare a tax worksheet on Lotus ``1-2-3,`` while a financial planner would enter a firm`s budget information into the same program.
-- A security analyst would use United Software`s ``ASCII Express`` to get financial data from a remote database, while a physician would send billing information to an insurance carrier with the same program.
In each case, the person using the program is tailoring it to fit his/her particular requirements. The tailoring may be simple, such as entering a telephone number into a communications program so that the proper remote database is called, or fairly complex, such as developing ``macros`` or
``programming commands`` for such programs as ``1-2-3,`` ``FrameWork`` or
The main point is that the general purpose program is molded by the user to fit unique requirements; it does not, by itself, solve any problem.
General purpose programs have been primarily responsible for the proliferation of microcomputers, but there is another category of software that is used in industry.
Known as vertical market software, these products are intended to perform predefined activities unique to a particular industry or activity.
An example of this kind of software is ChemBase, which uses computer graphics to aid chemists in such tasks as breaking down molecules and also provides database information.
There are also medical office management systems, litigation support products, hotel reservation programs, political campaign support systems, real estate property management systems, cable TV billing systems, supermarket catalogue printing systems, custom drapery and interiors management systems and agricultural planning programs.
These products usually require no custom programming, or tailoring. They may, however, require the user to enter parameters such as the number of clients to be served or the account numbers to be included in a chart of accounts.
General purpose and vertical market software have other important differences.
Vertical market software tends to be more expensive than general purpose software. For example, ``1-2-3`` lists for $495, and ``Framework`` and
``Symphony`` list for $695. In comparison, vertical market software such as
``Front Desk,`` Front Line Software`s reservation control system for hotels and motels, lists for $1,495; ``The Broker,`` Summit Software`s insurance agency management program, lists for $3,500; and Data Service Inc.`s
``Shepherd`` system for church management sells for $8,290.
The difference in cost is caused by the much narrower sales market that vertical products operate in. The firms that market such systems have the same development costs as Lotus or Ashton-Tate, but they have less of a potential market.
Another difference between the two basic types of software is the support provided by suppliers.
The vertical market program developer understands in detail the user`s business and usually can provide extensive telephone guidance.
The general purpose software provider, on the other hand, usually can respond only to questions on the software`s intrinsic performance; knowledge of the attempted application is outside the provider`s expertise.
The vertical firm also has more of an incentive to get involved with the user`s application problem. Anything that increases the vertical market firm`s knowledge of its industry benefits the firm.
Another incentive is that vertical market selling tends to be heavily based on ``word-of-mouth`` contacts through trade associations and industry groups, so providing top-level assistance is necessary for any firm that wants to capture a large market share.
The differences between general purpose and vertical market software become apparent when the consumer attempts to find information on vertical market software.
Computer stores stock the major general purpose programs and should be able to explain their functions in depth; only rarely do stores stock systems for specialized industries.