Royal Philips Electronics today introduced its new marketing strategy for the Consumer Electronics market. With 'consumer focus' the most important element, the new strategy is aimed at realizing Philips' ambition to become the clear number one player in all its European CE markets within the next three years. This was stated today by Rudy Provoost, Executive Vice President Philips Consumer Electronics, Region Europe, at an international Press Conference in Malaga, Spain.

Already the preferred consumer electronics supplier to the retail trade in Europe, Philips also aims to become the consumers' brand of choice in all its targeted business categories. In Europe, Philips is already a leader in television, flat TV, VCRs, CD recorders, headphones and remote control systems. In personal CD, DVD and cordless DECT phones the company holds the number two position. Philips is also among the leaders in PC monitors. "Building on our world-leading technological competences in Display, Storage and Connectivity we will deliver a total brand experience in three targeted domains: personal expression, home entertainment and business productivity," said Rudy Provoost.

Home entertainment and personal expression are totally consumer focused, while business productivity targets a broad range of professional, semi-professional and SOHO applications, addressing retail as well as 'corporate business'. All three domains draw upon the full cross-section of Philips' technological and product competences.

Philips has long recognized that consumers are not focused on new technologies, products and functions in themselves, but much more in the way they can bring new or enhanced experiences into their daily lives. "Now, through our consumer experiences strategy, we are further intensifying our efforts to translate our world-leading technologies into solutions that offer consumers the answers to their desires, lifestyles and aspirations," said Provoost.

Philips is also strengthening links with consumers through partnerships with other strong brands to provide a presence in places where consumers live, work and play.

Philips presented the first range of portable sports audio products of its partnership with Nike in Malaga. Through this partnership Philips creates a strong link to the fitness and athletic environment. The companies are combining their athletic and digital technology expertise to develop innovative product solutions, creating a richer and more enjoyable environment for physical activity.