As far as the future – and related – ecosystems of smartphones and the cloud are concerned, Apple/iOS (OS = Operating System) and Google/Android OS are currently dominating the smartphone markets. Microsoft Windows Mobile is struggling to become “the third alternative” in the near future and may do so by the end of 2013. In this market, new innovations are required to compete with the Apple/ iOS and Google/Android OS business models. The artefact surroundings of people should be studied to devise new innovations for the contemporary mobile Internet industry.
