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The Human Factor

Kim Vicente, author of The Human Factor: Revolutionizing the Way People Live with Technology gets this absolutely right: "One reason is that technology [is difficult to use is that it] overrides ease of use. Another is that the motivation is on the organizational side, rather than the customer side. A technology like voicemail makes things easier for the organization, but sometimes makes life more difficult for the consumer. There's an enormous, untouched market out there for things that are simple and streamlined."

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