In this talk, we analyse the ecosystem trend in the context of the 3Os, particularly FOSS. Based on the existing literature and data from ZOOOM interviews, we explore the potential roles that companies can play in open-source ecosystems, their interactions with the other players of the ecosystem, and their awareness about the impact that systemic elements have on their business. Most companies recognize the advantages of being embedded in ecosystems where the creation of new knowledge is facilitated by joint research work, collaboration, and expertise sharing. However, companies identify themselves into specific roles depending on their strategy, main business, network structures, and communities. Finally, we outline a multilevel framework of how business and innovation ecosystems complement each other in the realm of the 3Os.