Naturally, the tech will also be making its way into the hands of businesses, as evinced by a smartphone comparison app intended to usher prospective buyers through a carrier's device selection.

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The truth of the matter is that they are a high cost, damaging and ineffective selection device.

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Job interviews are the most frequently used selection device, most organizations depend on them for making critical hiring decisions.

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For instance, in order to receive government accreditation, pre-schools may have to admit some share of students from different backgrounds or some other selection device.

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While making a phone call is, after all, where all this started, the phone aspect of a device is now almost tertiary in the selection process of what the consumer values most.

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Take a tour around the edges of the device and you'll find a far more comprehensive selection of buttons and ports than in the original Fire, a big step forward that shows Amazon listens to criticism.

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Since the device first appeared 14 months ago, Amazon's digital book selection has swelled from around 90, 000 books to over 230, 000, far more than are available for competitors like the Sony Reader or the book-reading applications for the iPhone.

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In 2002, a test by Sandia labs in the US found that a similar dowsing rod device, called the Mole detector, did not work and performed "no better than a random selection process".

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The Smart AUTO scene selection with 58 scenes and Face ID has also been included in this incredibly diverse yet compact device.

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