Philips Highlights LCD Products
Sense and Simplicity is still a core component of Philips’ consumer strategy, at least according to Stewart Muller, Philips North America president. “We are looking to simplify the entertainment experience,” he said, and followed that up with demonstrations that extend that theme to Philips’ flat panel, Ambilight, iPod accessory and other categories.
While Philips is offering both plasma and LCD, at this event the company only highlighted its LCD products, which seem to represent where the company is moving. The colorful rear light feature Philips calls Ambilight will now be comprised all of LEDs, rather than the CCFL units of previous generations, which Philips says make the TVs “greener.,” or more environmentally friendly. To highlight this to customers the products will feature a new “Green Tick” logo showing off it’s “environmental attributes.”
One of the most intriguing features of Philips’ new flat panel TVs is the “Settings Assistant” in the setup menu. The setup assistant is designed to allow users to adjust the picture and audio controls to their liking without requiring any understanding of terms like contrast, tint and color temperature--in fact, these terms aren’t even used during the setup process. When the user begins the setup assistant, he or she is shown a series of split screen images and asked to choose between the two. The screens correspond to standard menu items such as brightness and sharpness, but the user only sees the picture. A similar series of test tones allows the user to adjust audio settings. Muller called this feature the “hidden gem in our 2007 line of flat panel TV.”