Philips wedded Apple-esque minimalism with omnisexual lifestyle marketing for new products demoed today at CES. From a giant iMac-like display to sleek black stereo equipment, the European firm wants to bring a balance of the masculine and feminine to U.S. shores.
"Consumers have no need for new devices that are incremental advances over old ones," said Andrea Ragnetti, freshly installed as CEO of Philips' new Consumer Lifestyle division. "... We decided it was time to make some really big changes."
He said that the new lineup, which included curious high-tech jewelery, shouldn't be seen as traditional products with lists of features, but as "minimalist, emotional, very recognizable" lifestyle elements.
Stewart Muller, senior VP of Philips' U.S. operations, said that they had lofty ambitions, and used the word "holistic" to describe them. In a marketing video pitching Philips' new message--described as simplicity, lifestyle experiences and emotional fulfillment--there was barely a man in sight.
It's an exacting and well-researched strategy: Ragnetti reported that most purchases for its manly Norelco shaving products are made by women, as gifts for men.
"The new Philips design collection will break the mold," Muller said. "We believe it will wow even you, our toughest critics."
A 52" 1080p, 120hz LCD panel, with a 2ms response time, set with glassy trim and "invisible" speakers, leads the pack. The year-old Ambisound collection will be expanded with an elongated, one-box surround sound theater system: HDMI connectivity and true 1080p upconvertion were the bullet points. A Bluetooth-equipped iPod dock, the BTM 630, also plays music from CD, flash card or your cellphone.
Philips also showed off a distinctive Blu-Ray box, the BDP7200, it's first profile 1.1-compliant player.
USB drives made in the shape of "a gorgeous pendant" and fashion earpieces "to glam up the headphone space" were among Philips'
selection of "Active Crystals" made in conjuction with crushed glass specialists Swarovski.
"I'm not the first to notice that in the CE industry there has been too much focus on electronics and not enough on consumers," Ragnetti said.
Philips has reinvented itself many times since its founding in 1891,
Ragnetti said, but always saw itself as being at the forefront of meaningful innovation. His new division combines consumer electronics and appliances, and generates about $20bn of revenue a year.
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A gallery of Philips' new gear follows:
