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Philips Often in and Began Producing Radios in 1927 And, by Becomes World-Standard

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Philips Often in and Began Producing Radios in 1927 And, by Becomes World-Standard ACHIEVEMENTS involved in the first experiments in television Technology inspired and invented by Philips often in and began producing radios in 1927 and, by becomes world-standard. The medical X-ray tube 1932, had sold one million products. (1918), the audio cassette tape (1961) and the Philips’ first electric shaver was launched in audio compact disc (1983) are a few milestones in 1939 at which time the company employed a long tradition of breakthroughs inspired by Philips. 45,000 people worldwide and had sales of 152 In 1996 Philips introduced the world to the million guilders (US$60 million). digital video disc (DVD) and followed that Its innovations continued by introducing the up in 2001 with yet another exciting global Compact Audio Cassette in 1963 and the first phenomenon that is still streaking across the integrated circuits in 1965. technophile world today – the DVD Recorder. Philips established PolyGram in 1972 and While technology has been at the core of acquired Magnavox (1974) and Signetics (1975) in the Philips success story – design has been the United States. Acquisitions in the 1980s included the fire to light the eyes of its customers. This the television business of GTE Sylvania (1981) and passion is witnessed in a series of projects, some the lamps business of Westinghouse (1983). with the involvement of partners, including the Philips produced its 100-millionth television mould-breaking Philips-Alessi line, which has set in 1984 and manufactured its 300-millionth revolutionised the design of kitchen appliances. Philishave electric shaver in 1995. Today Philips is involved in Pogo, a European The history of Philips has extended to Commission project aimed at using digital cover most parts of the world and, as one the technology to enhance children’s learning company’s fastest growing markets, the Middle East and Africa region forms a pivotal part of the global strategy. Today, Philips is at the leading edge of the digital revolution, continuing in a tradition built on trust and commitment, to deliver on their promise of innovation and design. MARKET Royal Philips Electronics ranks ninth on PRODUCT Fortune’s list of the world’s top 30 electronics Philips is a world leader in digital technologies for corporations. The global leader in electronic television and displays, wireless communications, technologies, Philips, is at the forefront of security systems, speech recognition, video technological research and evolution and is compression, storage and optical products as backed by a community of 159,200 people, well as the underlying semiconductor technology 110 years of experience and value-oriented that makes these breakthroughs possible. leadership. Philips also offers world-class solutions in Philips is active in about 60 businesses lighting, medical systems as well as personal and including medical systems, lighting, consumer domestic appliances. electronics, domestic appliances and personal Whether the products are hidden to the eye care, communication, security and imaging, or as obvious as a diagnostic imaging system, semiconductors and components. Philips continues to add new definitions to the Philips Consumer Electronics division is one standard technologies. of the top three players worldwide, leading in television, VCR, television/VCR combos, audio appliances, monitors and DVD. Philips Lighting is a worldwide market leader. Philips Domestic Appliances enjoys the number one global position in electric shavers with the Philishave brands, the number one brand in steam irons and it is and play. Another exciting aspect is the the second largest global player in dental care ongoing Philips research project on wearable products under the Sonicare and Sensiflex brands. electronics in the ICD+ garments that integrate Philips’ vision to become a high growth communication and entertainment functions. technology company is based on its keen insight into anticipating and meeting consumer demands. HISTORY Philips products and technology are found in one The foundations for one of the world’s biggest out of every two households across the globe. electronics companies were laid in 1891 when Philips customers are discerning consumers Gerard Philips applied science and technology who demand the best of technology at home, to make incandescent lamps (light bulbs), which work and play. were sold by his brother Anton. Later that year Philips Middle East and Africa has had a they established a company in Eindhoven, the presence in the region for more than 50 years; Netherlands, to ‘manufacture incandescent lamps and today enjoys the position as a trusted choice and other electrical products’. in all the categories it offers. Headquartered in Anton and Gerard believed they could Dubai the regional office manages 66 countries; improve the lives of employees and customers from the Levant through the Arabian Peninsula while creating commercial success. Business and to South Africa. As the region grew Philips has social self-sufficiency was the key. grown with it and today has more than 400 Having introduced a medical X-ray tube staff around the GCC and over 200 staff in in 1918, in the early 1920s Philips diversified Johannesburg.. its product range. The company became 100 SUPERBRANDS PHILIPS.indd 2 5/4/06 12:47:57 PM RECENT DEVELOPMENTS Interestingly, including Medical Systems in the In 2004 Philips reviewed its positioning and advertising improved the success of the campaign launched its new brand campaign “Sense and considerably. After all, easy-to-experience Simplicity”; promising the world that from interfaces are just as important for CT scanners that moment onward it commits to delivering as they are for TVs. The Medical Systems adverts products that make sense and are simple to use created a far stronger link between Philips and Philips draws its strengths from their prevailing innovative technology. They also increased brand commitment to technology and design. Market preference across different product categories leadership, a passion for speed to market solutions The next phase of the campaign will feature and a commitment to excellence means that Philips’ new adverts running across television, print, innovations are always well tested, researched and outdoor and internet in China, France, Germany, relevant to changing consumer needs. Italy, the Netherlands, the UK and the USA. In Recent innovations include the Luxeon LED addition, the original ads will be rolled in four family of light bulbs breaking through a major new countries - Brazil, India, Russia and Spain. The technological barrier – recreating white light global reach of some of the media will give the through the power of the Light Emitting Diode. campaign a wider impact with opinion leaders In the medical field the portable Home Heart On television there will be new executions for defibrillators that could potentially save the life of Neonatal Monitor and Ambient Experience to a sudden cardiac attack victim. represent Healthcare, lifestyle will be represented The Philips ProntoPro won ‘Best in Class’ award by the Satin Ice epilator, Sonicare Elite and for design and engineering. It is a customisable, the Flat TV with Ambilight and for technology, internet connected, multimedia control device, showing how the world’s most famous landmarks featuring a programmable touch screen control are even more impressive with Philips advanced unit with high resolution colour display. lighting solutions. Concern for the environment means Philips sponsors social, cultural and sporting that efficient production standards and the events. Vivid examples are the sponsorship of manufacture of products that are environmentally the FIFA World Cup; Terry Fox Charity Run and, sound, translate into real decisions and actions closer to home, the Dubai 24-hour go-kart rally taken at a corporate level. and the Philips Dubai International Jazz Festival. Philips Action programmes introduced in Such a cohesive strategy, coupled with a strong support of this policy include EcoDesign – aimed brand promise, has helped place Philips as one of at making efficient use of natural resources in the the leading global brands. design and manufacture of products. Examples of Ecodesign include the 98% recyclable TLD Super BRAND VALUES 80 fluorescent tube. Philips has embraced a brand promise of “Sense and Simplicity” whether it is a Wi-Fi music system for the home, a CT scanner at the hospital or a NightGuide halogen headlamp in the car. The Sense and Simplicity promise and brand positioning was developed after surveying more than 1,650 people, customers, trendsetters and basic users and coming to the conclusion that PROMOTION technology is becoming too complex to manage. The Sense and Simplicity promise and brand 30% of home networking products were returned positioning based on the three pillars - ‘Designed because people couldn’t get them to work, while around you’, Easy to experience’ and ‘Advanced’, in another 48% of people who wanted to buy a introduced in 2004, is making a difference to the digital camera put off the purchase because they way the world sees the company. saw these cameras as too complicated. According to the 2004 Business Week/ This was eye opening for Philips and helped in Interbrand survey, Philips brand is considered one the realisation that technology has to be enabling of the top 100 globally. People are more aware and not complicated, thus this positioning. of Philips’ healthcare, lifestyle and technology At Philips, they believe that simplicity should business
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