Why simplicity?

The digital revolution is supposed to have made our lives easier, but studies have shown that’s not the case. Around 30% of home-networking products, for example, are returned because people can’t get them to work. And 48% of people have put off buying a digital camera because they see them as too complicated.

This need to simplify the way we experience technology was something we recognized and wanted to address. In January 2003, we carried out research to find out if you shared our vision. We asked 1,650 consumers and 180 customers in 120 in-depth interviews, 24 focus groups and 1,439 quantitative interviews. We talked to people from the UK, the US, France, Germany, the Netherlands, Brazil, China and Hong Kong.

What we discovered was that people around the world – regardless of where they live – want the benefits of technology without the hassles. ‘I don’t want to build a car… I want to drive a car,’ as one respondent put it. In other words, the world is already complicated enough; you want simplicity.

Our research showed that we had a unique opportunity to answer your need for simplicity, while strengthening our brand in the minds of consumers and customers everywhere.

And that’s why we’re promising  to make technology easier for you to experience and designed around your unique needs, while still remaining advanced.

Our brand now reflects our belief that simplicity can be a goal of technology. It just makes sense.

• Campaigning across the world
• Sense and simplicity
• Vision of simplicity
• Our heritage