This is from a blog called Tech.pions by Ben Bajarin, Principal Analyst at Creative Strategies, Inc. He's writing about Apple's iOS (operating system) for the iPhone and the iPad. But it also applies to corporate treasury departments and the corporate treasury systems and services:

"Sophisticated simplicity is the term I think of when I think of iOS. This is perhaps why so many non-tech savvy consumers appreciate and choose the iPhone. Believe it or not there are billions of people on the planet who are not in search of the next big thing in technology. Rarely are the masses looking for the pinnacle of innovation in a product; more often they want things that just work and make their lives easier. To put it succinctly the mass market favours convenience over cool. If that product happens to be incredibly innovative then so be it. But it is not the fact of innovation by itself for which they buy it but rather the problem it solves for them. The mass market hires technology products for reasons that are largely based on convenience not specs. They will favour the technology that helps them get their tasks done in the most convenient, efficient, and simple way possible. Sometimes that task is entertainment, sometimes it is productivity, sometimes it is communication, but the point remains that for many, convenience is what is valuable."

Read more in the full article here.

 

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Oh for sophisticated simplicity in corporate treasury systems and services. And I don't believe you when you say corporate treasury is more complicated than what an iPad and an iPhone provides.