There is this big misconception in the business world that somehow what consumers really want are choices... more choices. Yet the chronicles of the business world is chock full of examples that make it clear that what consumers crave most is simplicity.
A grand exmaple is the modern day TV remote. The latest models must have 100 buttons if not more. Now would you really care if they put another 20 or 30 or 40 features on that remote... I don't think so. 99% of the time, most of us use just 5 buttons... On/Off, Volume UP, Volume DOWN, Channel UP and Channel DOWN. That's it!
The power of the iPod and even more importantly, the iTunes, is not it's functionality, capability, or any of the other technical whiz bang perfromance spec. It is all about one thing... Simplicity.
It took all the gobbledygook that was the world of digital downloads, and made it simple... damn simple. And the world followed.
So I don't give a piss about all these announcements from cell phone companies, Microsoft (MFST), Sony (SNE), Samsung, Amazon (AMZN) or whoever... until they make it simpler... nothings gonna change.
So as we await the big "Showtime" annoucement from Apple Computer (APPL), we have one request for Mr. Jobs... "Keep It Simple!"
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