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For CIOs

Predicting Individuals' Loyalty To Mobile Computing Ecosystems

As Multidevice Adoption Spreads, Today's Weak Attachment To Vendor Ecosystems Will Strengthen

May 15, 2013

Primary author headshot

Authors

  • By Charles S. Golvin
  • with Christopher Mines,
  • Joanna Clark,
  • Michael Yamnitsky

Why Read This Report

Personal technology vendors are engaged in a battle for their customers' loyalty, which (they hope) will translate to ongoing investment in related devices, software, and services. As individuals transition their computing time from the PCs to tablets and smartphones, do they adopt a biodiversity approach and spread their investments across Apple's, Google's, and Microsoft's ecosystems? Or do they express increasing loyalty to one ecosystem? Which approach do people believe will yield a greater return on investment, whether in productivity, enjoyment, or richer interactions with friends and colleagues? To begin to address these questions, this report segments individuals according to the strength of their ecosystem attachment, both from a consumer and an employee perspective.

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Table of Contents

  • Ecosystem Loyalty Has Many Components, Starting With Devices
  • How Mobile Computing Ecosystem Loyalty Will Evolve
  • Ecosystem Loyalty Shifts Force CIOs To Focus On Software, Services
  • WHAT IT MEANS

  • The Ecosystem Landscape Remains In Active Flux
  • Supplemental Material
  • Related Research Documents