An integrated service consists of devices, networks, and the applications. Devices serve as the touch point through which consumers gain access to networks and integrated services. Interactive consumers often value applications and services through the looking glass of the devices. For example, a consumer who uses email constantly depends on a computer or another Internet-enabled device to access the service. As a result, devices help sell services by providing the tangible manifestation of the service for the consumer. The evolution of customer expectations begins with the adoption of the new device and ends with new demands on the services. When consumers adopt a new device, they begin to alter their behavior to incorporate the device into their lifestyle. Buying a new cell phone introduces conversations in line at the grocery store. Subscribing to interactive television services promotes the possibility of checking email through the television. These new, learned behaviors emerge from new patterns of device and service utilization. In turn, the emergence of new learned behavior contributes to new expectations from the consumer about interactive systems in the consumer's life. The designers of interactive systems are on a perpetual treadmill of providing new integrated services in the marketplace that meet the shifting expectations of consumers.

This chapter explores the role of devices in integrated services and identifies some of the changing behaviors that are being exhibited with the adoption of these devices.