Didn't work for Nokia!!
Simplicity is a great benefit but its not often a value or value proposition.
Value is what the customer perceives the benefit to be over cost and has more to do with pricing models and benefit selling.
You see the challenge comes when a competitor comes up or promotes a product that has a similar perceived simplicity, at that point where is your market edge / Point of difference? the future of you business?
If I can make a strong suggestion, find a good coach who can assist you in creating / discovering a strong V.P, actually I prefer a "unique selling proposition" (why choose you). This will put you business in a better position over the long term, and pride a stronger platform to build a business from (think Apple Inc).