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World's largest retailer urges manufactures to eschew convoluted features to reach consumers quicker

Walmart calls for simpler products

Walmart senior vice president and general merchandise manager Gary Severson has said that the technology industry must avoid complicating technology for innovation’s sake.

Speaking at this year’s CEO summit, he praised the innovation of the industry, but said that manufacturers must always bear in mind usability when creating a product for the mass market, according to TWICE.

"The industry should focus on simplicity and get away from bells and whistle," Severson told the conference. "The majority of customers are not tech heads. They just want a good experience and good things to happen. Categories that are introduced which are too complicated won’t come into the market.

"This industry thrives on innovation, but the faster the customers understand the technology, the faster it reaches more customers."

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