Today's technology giants are increasingly interested in delivering an "ecosystem" rather than specific hardware or software, experts say. Companies such as Apple, Google, Facebook and Amazon are all hoping to lock consumers into their own ecosystems, creating a captive audience for both digital sales and online advertising. "Who knows how the model is going to play out? ... But if you aren't building it today, then you aren't winning in five years," says analyst Andrew Murphy.
Published in Brief: