Bill Buxton, Principal Researcher at Microsoft Research, shares his perspectives on the premise that in this emerging world of ubiquitous computing, it is vital that devices, applications, and services are designed, from the start, by taking the other members of the ecosystem into account. Individually, they must offer great value, experience, and satisfaction, and combined, great design must derive value from all the other devices, applications, and services in the ecosystem, while continually reducing overall complexity.