For example, word processing and spreadsheet programs are horizontal market applications because they can be used by many types of businesses and consumers. A business owner might use word processing software to type memos to his employees, while a student might use the same program to write a paper for a class.
Software developers that create programs for horizontal markets typically have a broad audience, but also face high levels of competition. The opposite of horizontal market software is vertical market software, which is only developed for a specific industry.