No Geek Needed exec says products should be simple to install

Bruce Fredrickson wants to make things simple. His company, "No Geek Needed," has a router that he says installs in less time than it takes to boil an egg.

Bruce Fredrickson tells Larry magid about No Geek Needed router and video grabber. Joshua Weinberg

Bruce Fredrickson says the the router and video grabber from his company can be installed in less time than it takes to boil an egg. Fredrickson, who is chief marketing officer for No Geek Needed, says he's tired of having to go to neighbors' houses to help them install things.

The company's strategy is to make all the decisions for the user, giving people nothing to think about when they install the product, such as what type of security to add to their router.

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