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In 1888, then-upstart Kodak launched its first consumer camera, transforming the photography industry by making it simple and easy for individuals to take pictures ("you push a button, we'll do the rest").
Now, RTS is aiming to do the same by making it simple for customers to schedule on-demand pick-ups through its phone app.
Drake says the system encourages people to attempt dishes they have not made before by making it simple for them.
Sonos has made a name for itself by making it simple to stream music wirelessly from a Mac or PC to its well-designed remote speakers.
Apple first showed the way with that strategy by making it simple to buy songs from the iTunes Store, helping it sell more iPods.
Niklas Zennström and Janus Friis, perhaps the most Jobsian of Europe's geeks, took an existing but fiddly technology, internet telephony, to a mass audience by making it simple, with Skype; they hope to do the same for internet television.
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Google has simply acknowledged that and put its users first by making it simpler for them to access information wherever they happen to be.
"Last year, after running two pilot schemes, we decided to transform care management by making it simpler, user-led and more effective and less costly.
The company believes it can increase the number of home owners who go the DIY route by making it simpler to do so.
He says they started by making it simpler for developers to use the platform with a new set of tools and capabilities announced earlier this year.
Google is also pulling in more small business advertisers by making it simpler for firms like ReachLocal, a marketing service, and directory producer R.H. Donnelley to synch their customers' ads with Google's AdWords.
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CEO of Professional Science Editing for Scientists @ prosciediting.com