I was reading this Lessons from Experience Design on Adobe Think Tank by Adam Greenfield."The long-standing distinctions between products and services are beginning to break down.......The already-classic example is the product-service ecology Apple devised for their iPod. Considering the close integration between iPod, the physical device, iTunes, the desktop application, and iTunes Music Store, the online environment."Please read his case study on Nike+, Amtrak, and Puma.
I see more and more projects require ecology in mind to create a meaningful and desirable experience. The challenge for us is to account for the human factor which screw-up all of our great idea and planning.