end, or the analytical models used—the consumer’s experience
must be simple and intuitive. Given a wide variety of consumers
and their skills and motivation levels, a simple interface is critical.
Consider the OnStar interface. You simply press a button, and you
are connected to a human being on the other side. Furthermore,
for promoting dialogue with and among consumers, a simple in-
terface is a prerequisite. Consumers are increasingly a source of
competence. Accessing consumers as a source of competence also
requires a focus on interfaces. The intuitive interface of Apple’s
iPod and iPhone are other examples that underscore the impor-
tance of interface ...