Howeve­r ideas like this one are fruit of deliberate research directed to the problem of poverty. Poverty can only be faught through a strong political will combining both immediate assistance and long term programs.

I have said this in my area of expertise- namely advertising and marketing-

for about 10 years.

I understand that many products rushed onto the market now are but half way steps between where we are and where we want to go. I understand that at first these gadgets are very expensive but as more and more are rolled out, the price falls, often dramatically.

BUT, the ones that get my vote are the ones where some thought has gone into the process and you plug it in, and guess what : IT WORKS! It seems a surprise where in this world today someone actually has thought about this, the next step and perhaps the biggest step. How often you get the thing: for example a computer and you have no idea of what you do, or who to get to help or what's gone wrong- it could be dozens of things. I am a consumer, I am not a nuclear physicist, and when I buy something, I expect it to do exactly what it says on the box, in the most intuitive and simplest way.

My latest Philips experience was one of pure joy- a Freeview box. I opened the package, plugged it all together, followed the instructions, pressed the right button- it scanned for all the stations, I waited for about five minutes, like it said, and that was that. It worked first time, simply and effectively. Although the price was about a third more than dodgy brands, I had a good experience, so my faith was justified, and I am more favourably disposed towards Philips for my next purchase.

Yes Technology is a wonderful thing, but only if it is harnessed to a human benefit. Would I have bought it if it was complicated? No.

Do we need it? Is it better ? Does it actually dry my hair faster, more gently, give me a clearer sharper picture, keep my food fresher and use less power- whatever it is, it has to deliver a benefit- even if it just a replacement low-tech item like say a kettle, but it has to do so in a way that is demonstrably better- which also is synonymous with simpler. If it can't , then I go for a Chinese-made no-brand toaster. I'm not one of those who will pay hundreds for a "designer" version which still manages to burn the toast.