"In New Bombay, this new centre, what we've done is try to use some very simple, direct housing which uses open-to-sky space, which is very important in the tradition, " he said.

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What it actually means is that the analysts use very simple analytics to come to a consensus that is usually wrong.

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However Mr Azam dismissed the concerns as "ridiculous" saying that all people who wanted to continue to use the facilities had to do was fill in a "very simple form".

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"It's a simple-yet-powerful product that's very easy to use and has one goal: crystal-clear calls, " said Wendy Fortin, ION Product Manager.

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