Philips Promises A Simpler Experience For Kiwis
Philips Promises A Simpler Experience For Kiwi Consumers
Recent market research by Royal Philips Electronics that shows many consumers are still intimidated by product technology has prompted the company to announce a new brand promise based on the concept of ‘sense and simplicity’.
The new positioning aims to give customers a distinctive image of a sharper, more focused Philips, committed to delivering intuitive end-user experiences in its Healthcare, Lifestyle and Technology activities. This means adopting a more market-driven approach in the development of new products and services.
Philips New Zealand Chief Executive Officer Errol McKenzie says that the company wants to lead the market in making technical products easier to experience.
“Philips is convinced that no matter how complex and advanced a product or solution is, you should be comfortable using it,” he says.
“No company is presently as committed to creating products and services that make sense and are as easy to experience as we are. This new positioning reflects the progress we’ve made over the past five years to meet an industry-wide issue.”
“The company has made a global shift to meet the changes in this fast-paced market. It’s now time for the world to change the rather narrow view it has of us. We are a Healthcare, Lifestyle and Technology company with a strong market focus.”
The global repositioning is a result of extensive market research which involved more than 1650 consumers including 180 trade customer interviews across eight countries.
The new approach of ‘sense and simplicity’ means that the development of new products and services will undergo an internal ‘filter test’ to ensure they meet key criteria: easy to experience, designed around you and advanced.
Mr McKenzie says this new direction is not just a new slogan but a long-held, long-term belief. Living up to this promise will be an ongoing commitment, he says.
“There are already a number of local examples that demonstrate Philips’ commitment to producing simple products that just make sense,” he says.
Heart Start – a portable defibrillator machine.
Easy to experience – designed to be simple and intuitive, in fact so simple it can be used by children
Designed around you – a portable machine that can be utilised outside of a hospital or GP environment.
Advanced – Using state-of-the-art technology to assess the victim and can only be operated if properly applied.
Ambilight – a flat screen television using Pixel Plus 2 technology with integrated ambient lighting that changes colour in accordance with the images on screen.
Easy to experience – provides a more relaxing, easy on the eye experience for the viewer and a better perceived picture quality in terms of contrast, depth and vividness.
Designed around you – complements the décor of your home with its intimate lighting concept that can be personalised to your preferred settings.
Advanced – uses computer technology to respond to the changing screen, reduces eye strain for viewers and features Philips’ award-winning Pixel Plus 2 image enhancement technology.
Waitakere Trust Sports Complex – specialised energy-efficient lighting systems throughout the stadium and complex.
Easy to experience – 26 different types of lighting designed to enhance the experience for users.
Designed around you – complies with the stadium’s sustainability policy by using energy-efficient lighting systems.
Advanced – uses technologically advanced luminaire systems, reducing the total lighting power load by 14%.