The Hindu Business Line : Philips bets big on Ambilight tech

Ambilight is a patented technology meant to make the viewing experience more intense by throwing a soft glow on the wall behind the screen to enhance perceived brightness, contrast and colour accuracy.

At present, Philips is importing about 20,000 units of Plasma and LCD sets with the new technology and the products are pegged at Rs 1.5 lakh and above.

At a press conference, Mr D. Shivakumar, Executive Director & Senior Vice-President (Consumer Electronics), Philips Electronics, said, "Ambilight technology is revolutionary in its performance and takes television viewing to the next level and provides a cinema-like viewing experience."

Explaining the dynamics of the consumer electronics business, Mr Shivakumar said, "Technology is changing rapidly. With innovation there is scale and with scale the products become commodities leading to price drops. We have been dropping our own prices by 15-20 per cent every year.''

While the CTV category has not been doing well with value growth at minus 6 per cent, Philips claims to record value growth at nearly 20 per cent. With an 8.5 per cent value share in the CTV category, Philips hopes to become the number three player in the category.

At present, LG is the leader followed by Samsung in the market.

Having doubled its turnover in the past two years, Philips Electronics expects to register a turnover of Rs 1,200 this year.

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