Philips to launch high-end products in India

BERLIN: Showcasing its products here on Friday at the IFA — one of the world’s biggest consumer electronics shows — Philips announced that it will launch some of its high-end products in India next year.

The Netherlands-based consumer electronics giant announced this at the launch of new Aurea flat TV at this year’s trade fair. The new TV, based on ambilight technology technology, radiates an aura of light and colour beyond frame to create a good viewing experience.

Unveiling the new product, Philips consumer electronics CEO Rudy Provoost said Philips is reinventing TV viewing. Mr Provoost said, “Philips is transforming itself from high-volume electronic business to a lifestyle company.”

Highlighting the importance of fashion and design in consumer electronics, he said Philips will launch new range of headphones and USB storage devices encrusted in Swarovski crystal, to be worn as fashion accessories, in India soon.
Talking to ET about the shift in consumer electronics industry, Mr Provoost said this is no longer the age of technological innovation, what matters is great consumer experience. He said, “I am talking about the wow factor of an all absorbing experience that draws viewers right into the movie or the show.” The CEO technology powerhouse, that has galores of innovation under its belt, said Philips is in the lifestyle business.

Traditionally, the consumer electronics industry has been forcing new or updated technologies onto consumers, which in many cases confuses users. Taking note of this trend, he said, “The focus should be on consumer experiences and design should take precedence over features”.

Talking about India, Mr Provoost said: “India is a very important market for Philips considering the growth opportunities in the country”.

“Philips plans to utilise Indian talent in powering the growth of the company. Our laboratory in Bangalore develops software for 50% of our products,” he added. Though Philips has lost ground to Korean and Chinese companies in some segments, Mr Provoost discounted their might saying Philips enjoys a strong brand loyalty in India. “Our DVDs, LCDs, portable MP3 and home theatre are doing quite well,” he said. He, however, added that Philips will strengthen its marketing muscle.