1. David Evans Ph.D.
Sr. Research Director, GfK
www.linkedin.com/in/davidchinevans/
@GfK_en
@GfK_Technology

2. The GfK report on UX and loyalty in the digital ecosystem research was conducted by GfK Business & Technology. It
includes the opinions of 4257 smartphone owners in nine countries who were interviewed between 17th and 28th October
2011 using online interviewing techniques appropriate to the country.
Preedy & Garner (2011) GfK Techtalk
iOS users would rather switch banks
than smartphones

3. The GfK report on UX and loyalty in the digital ecosystem research was conducted by GfK Business & Technology. It
includes the opinions of 4257 smartphone owners in nine countries who were interviewed between 17th and 28th October
2011 using online interviewing techniques appropriate to the country.
iOS users would rather switch banks
than smartphones
Preedy & Garner (2011) GfK Techtalk

4. 4
Benefits of
remaining
in an
ecosystem
Simplicity
• Apps
• Navigation
Integration
• Seamlessness
• Setup
• Execution
Access
• Across devices
iOS users would rather switch banks
than smartphones
Preedy & Garner (2011) GfK Techtalk The ideal service is one
that proactively integrates
with consumer lifestyles,
an indispensable offering
that consumers choose
to stay with because they
“can’t do without”, not
because they are “locked
in”.
Shingler & Peppiatt
(2013) GfK Techtalk

5. What is an ecosystem?
A bottom-up approach to a definition.

6. Concepts in ecosystem discussions
Content
Sharing
No Repeat
Purchases
Native
Inter-
operability
Screen
sharing
Single
Login
Familiar UI
Compatible
with
Peripherals
Brand
Loyalty
Support
for Legacy
Apps
Preference
Syncing
OSs
Supported
For Long
Time
Same
Customer
Service
Multi-
tasking
Phone/
Tablet
FirstIdeal
FF Mix
in
Home
Saving
Creations
Usable
with
Home,
Car, TV
Cloud
Access
Social
Access
Control
other
devices
Backup
Sub-
scription
Contract
Easy
Check-
outs
Forums,
Com-
munities
Developer
Language
Supply
Chain

7. Content
Sharing
No Repeat
Purchases
Native
Inter-
operability
Screen
sharing
Single
Login
Familiar UI
Compatible
with
Peripherals
Brand
Loyalty
Support
for Legacy
Apps
Preference
Syncing
OSs
Supported
For Long
Time
Same
Customer
Service
Multi-
tasking
Phone/
Tablet
FirstIdeal
FF Mix
in
Home
Saving
Creations
Usable
with
Home,
Car, TV
Cloud
Access
Social
Access
Control
other
devices
Device
Usability/
OS
Content
Brand
Access
Contexts
Backup
Sub-
scription
Contract
Easy
Check-
outs
Technical
dimensions
Forums,
Com-
munities
Developer
Language
Supply
Chain
Concepts in ecosystem discussions
Opera-
tions

8. Content
Sharing
No Repeat
Purchases
Native
Inter-
operability
Screen
sharing
Single
Login
Familiar UI
Compatible
with
Peripherals
Brand
Loyalty
Support
for Legacy
Apps
Preference
Syncing
OSs
Supported
For Long
Time
Same
Customer
Service
Multi-
tasking
Phone/
Tablet
FirstIdeal
FF Mix
in
Home
Saving
Creations
Usable
with
Home,
Car, TV
Cloud
Access
Social
Access
Control
other
devices
Save
Time
Save
Money
Save
Creations
Save
Effort
Broaden
Access
Emergent
Uses
Backup
Sub-
scription
Contract
Easy
Check-
outs
Forums,
Com-
munities
Developer
Language
Supply
Chain
Consumer
dimensions
Opera-
tions
Concepts in ecosystem discussions

9. Consumer
benefits of
tech
ecosystems
Emergent
uses
Save
Time
Save
Money
Save
Creations
Save
Effort
Broaden
access
Incentives to
remain in an
ecosystem
Incentives to
switch
ecosystems
A suggested model based on this scan

10. Broadened access, emergent uses
The ideal service is one that proactively
integrates with consumer lifestyles, an
indispensable offering that consumers choose
to stay with because they “can’t do without”,
not because they are “locked in”.
Shingler & Peppiatt (2013) GfK Techtalk

11. Google Multiscreen Study (2012) http://slidesha.re/14wKquT
Broadened access, emergent uses
search
social
trips
banking
shopping
videos

12. What is an ecosystem?
A top-down approach to a definition.

13. Metapatterning
 memes
 viral marketing
 media ecology
 tech ecosystem

14. What is an ecosystem?
Interdependent
predators and
prey
maximizing fitness
by cycling energy &
nutrients
though geological flows,
in an environmental niche.
Interdependent
consumers and
publishers
maximizing value
by sharing content &
services
through devices
in a usage context.
Interdependent
consumers and
suppliers
maximizing value
by trading goods &
services
through the channels,
of an economic market.
closetstudioblog.wordpress.com
biology business consumer tech

15. augmentation, instruction, collaboration, crowdsourcing
documents, photos, music, videos, banking, funding, transport
glasses, watches, picture frames, refrigerators, whiteboards
cars, stores, kitchens, living rooms, clinics, classrooms
Broadened access, emergent uses
Interdependent
consumers,
publishers,
and devices,
sharing content &
services
in specific contexts
to maximize value.
consumer tech

16. IllumiRoom http://youtu.be/qv9SdMeSEAM
Google’s Dear Sophie ad http://youtu.be/R4vkVHijdQk
Microsoft’s 2019 http://youtu.be/bwj2s_5e12U
Android and Tasker :45 http://youtu.be/RjTj0ymhbBw
Broadened access, emergent uses
Interdependent
consumers,
publishers,
and devices,
sharing content &
services
in specific contexts
to maximize value.
consumer tech

17. Thank You!
David Evans Ph.D.
www.linkedin.com/in/davidchinevans/