Philips puts women in the driving seat

 

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Posted on 6 Jan 2008 at 22:23

Philips' newly-formed Consumer Lifestyle division is to focus its attention on the female buyer, the company has revealed at CES 2008.

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The division's new CEO, Andrea Ragnetti, told journalists that there has been "too much focus on electronics, and not enough focus on consumers" in the consumer electronics industry.

He repeatedly underlined Philips' feminine approach, claiming that "in the US, women will make 40% of the consumer electronics purchases" and that wives and daughters influenced another 20% of buying decisions, giving them the majority say in most households.

As a result, Philips is placing the emphasis on aesthetics with its new Design Collection, which includes a striking new range of flat panel televisions, including its new 52in Ultimate Dream TV.

To reinforce its style credentials, Philips has also launched a new range of its Swarovski tech jewellery, including a heart-shaped pendant and a crystal encrusted padlock that double-up as 1GB flash drives. Philips' senior vice president, Stewart Muller, suggested the jewellery would make a perfect Valentine's Day present, much to the amusement of the assembled press.

Elsewhere, the company has teamed up with Real Networks to offer its Rhapsody music service on its new Streamium NP1100 device. However, the "all you can eat" music subscription service is only open to US customers at present, although Ragnetti claims the company "will strive to reach other regions in due course".

Click here for our full coverage from CES 2008

Author: Barry Collins in Las Vegas