Philips Unveils ‘Sense & Simplicity’ Line - Twice

Philips Unveils ‘Sense & Simplicity’ Line

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Las Vegas — Philips will use CES to launch programs and product lines under the global corporation's "Sense and Simplicity" directive.

The new guidelines, which Royal Philips Electronics is applying to all sectors of its diverse operations, challenges its teams to develop and market products using meaningful applications that are intuitively easy for customers use.

At CES, Philips will use the directive in addressing three key areas: AmbiLight 2, which is an advancement on its proprietary rear-panel illumination system for higher-end flat-panel televisions; Connected Planet, which is an initiative delivering A/V entertainment solutions to consumers through wireless networks, and "Personal Infotainment," which is comprised of a series of personal entertainment products, including models in its Nike series.

"We bring each of these areas under our Sense and Simplicity umbrella by presenting their benefits through some real breakthroughs that enable consumers to get the most use out of them," said Des Power, Philips Premier sales and marketing senior VP.

Focusing on its television statements at CES, Philips will apply the principle to a new generation of flat-panel televisions that employ its AmbiLight, rear-panel lighting system. The technology, which was introduced a year ago, was designed to give its TV's more ergonomic appeal, reducing eye strain, presenting a more immersive viewing experience and creating the impression that viewers are enjoying better picture performance on the screen.

The new generation technology, called AmbiLight 2, has been redesigned to be brighter and to perform independent lighting operations behind each half of the panel. The feature will be included in many of Philips' flat-panel TVs. Sc in the 32W-, 37W- 42W- and 50W-inch screen sizes during 2005, Power said.

The AmbiLight 2 system constantly monitors light intensity and color on screen, and then projects on the rear wall surrounding the panel background illumination matching the predominant brightness level and color shades in the image.

All AmbiLight 2 models will also feature integrated ATSC tuners and digital CableCARD slots, Power said.

Meanwhile, the PixelPlus 2 advanced video processing system has been improved this year with increased sharpness and the ability to enhance more levels of HDTV input, in addition to pixel multiplication for standard-definition images. Called PixelPlus 2 HD, the new system will be offered in six flat-panel TV models, including two with the AmbiLight 2 feature.

Screen sizes in plasma displays this year will include 42W- and 50W-inches. LCD TVs will offer the 15-, 17W- 20-, 20W-, 23W-, 26W-, 30W-, 32W-, 37W- and 42W-inch screen sizes in 2005.

Power said Philips expects "significant numbers of new consumers to entry the large screen flat-panel TV market this year, and aggressive competition. LCD TV in particular will see dramatic growth."

In other video display plans, Philips will continue its direct view CRT business, and will also continue to offer a rear-projection CRT HDTV sets in 2005, Power said.

The new generation technology, called AmbiLight 2, has been redesigned to be brighter and to perform independent lighting operations behind each half of the panel. The feature will be included in many of Philips' flat-panel TVs. Sc in the 32W-, 37W- 42W- and 50W-inch screen sizes during 2005, Power said.

The AmbiLight 2 system constantly monitors light intensity and color on screen, and then projects on the rear wall surrounding the panel background illumination matching the predominant brightness level and color shades in the image.

All AmbiLight 2 models will also feature integrated ATSC tuners and digital CableCARD slots, Power said.

Meanwhile, the PixelPlus 2 advanced video processing system has been improved this year with increased sharpness and the ability to enhance more levels of HDTV input. Called PixelPlus 2 HD, the new system will be offered in six flat-panel TV models.

Screen sizes in plasma displays this year will include 42W-inches and 50W-inches. LCD TVs will offer the 15-inch, 17W-inch 20-inch, 20W-inch, 23W-inch, 26W-inch, 30W-inch, 32W-inch, 37W-inch and 42W-inch screen sizes in 2005.

Power said Philips expects "significant numbers of new consumers to enter the large screen flat-panel TV market this year, and aggressive competition. LCD TV in particular will see dramatic growth."

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