Strategic Design Language Project

Brand Positioning Chart

Brand Image
Board
Philips brand is shown through
it simple, chic, stylish designs. It is
known for it’s subtle curves and
slightly chamfered edges. Most of
the modern televisions produced
by Philips have a modern feel to
them and a clean, straightforward
aesthetic. Character of the
product is brought about through
the material finishes.

Duane Rollins | Strategic Design Language | Prof. Kim

Brand Positioning Chart

Reliability Brand

High Quality
Price Features

Philips as a
Brand
Budget Consumer Niche Consumer
The Philips brand is currently
positioned as offering middle
tiered products in the TV/ audio
consumer electronics market. The
quality of the brand is perceived
as higher than super chain specific
brands like Vizio or Westinghouse
but not on the same level in terms
of technology as companies such
as Sony, LG, and Samsung. They

Low Quality
have not been a leader in terms
of offering new technology to
the market place but the overall
quality of the products offered is
satisfactory.


Product Positioning Chart

?
Depth perception audio
headphones to enhance the
Consumer Electronics Market: in-home 3D experience?

Audio Headphones [example]

High Price
Product
?
Area for possible
Product Expansion
Positioning Chart
Philips could work to
Philips products are positioned expand its product

Vertical expansion: User
at the low to mid technology
line by creating new
at affordable prices. To date,
High Tech. technology. This would
they have not really innovated Low Tech.
make the company
in the audio space and there
are opportunities to become a more competitive in

??
leader in this space due to both the market.

?
their brand recognition and global
distribution capabilities.

Low Price
Horizontal expansion: Technology


Product Positioning

Price Positioning Chart
Product $100 $500 $1000 $2000 $4000+

Comparisons Competitive
Market Space

In comparison to its main White
competition, Philips is generally Market Space
priced lower. It does have a
$100 $500 $1000 $2000 $4000+
relatively strong brand following
but lags behind on technology Brand Equity
innovation and new features with
Attributes Chart

Aesthetics Price
it television product line. The
company appears to be one
iteration behind innovative features Philips
such as 3D. The company can Features Technology SONY
set out to either dominate the
extremely low price point market Samsung
or make offerings in the ultra high- LG
Picture Quality Reliability
end niche market for televisions.
Social Integration


Competitive Landscape

Amazon
HTC Evo Motorola Droid Board Games
Portable DVD HP Kindle
Competitive Player TouchPad

Landscape Chart LCD TV

Philips faces increasing pressure in the
television market as more competitors
continue to enter the market. It has Plasma TV
iMac Apple
competition from large corporations as iPad Barnes and Sony
Tablet PC Playing Cards
well as super chains such as Walmart Noble Nook PSP
and Best Buy who strike up deals
with smaller TV manufacturers to sell 3D TV
their televisions at discounted rates
exclusively at their retail outlets. In the
form group all flat screen TVs would Form
be included. In the category group, any LCD Haier
device that is used to consume video Screen Portable TV
from cable outlets or the internet
Amazon Apple
was included. In the generic category Nintendo DS Sports
all electronic devices with screens Category Kindle iPhone

that could be used for entertainment
purposes were included. Lastly in the
budget group, price efficient means to Generic Budget
entertain oneself was included.


Brand Identity
Branding Colors
Primary
Philips Blue
C: 87 M: 42 Y: 20 K: 1
R: 1 G: 124 B: 166
Secondary
Light Blue
C: 62 M: 24 Y: 13 K: 0
R: 96 G: 162 B: 196
Tertiary
Deep Grey
C: 60 M: 52 Y: 51 K: 21
Band Identity of R: 100 G: 100 B: 100
Philips
The Philips brand is about presenting Product Colors
quality, easy to use solutions to their
Primary
customers. Prior to 2004, their brand Black
was positioned around the premise of C: 75 M: 68 Y: 67 K: 90
“Let’s make things better” and now the R: 0 G: 0 B: 0
brand is positioned around the slogan
Secondary
“sense and sensibility.” This new brand Silver
direction is the embodiment of Philips’ C: 0 M: 0 Y: 0 K: 100
commitment to ‘deliver solutions R: 0 G: 0 B: 0
that are advanced, easy to use, and Logo
designed around the needs of all our White
users and customers.’ Outside of print C: 0 M: 0 Y: 0 K: 0
documents, the Philips brand logo is R: 255 G: 255 B: 255
usually displayed in white or silver on
physical products. Black or silver is also
used for base colors on the body of
the televisions.


Visual Brand Image

Band Identity of
Philips
Primary Identifier
Balanced
Simplicity
Easy to Use
Sensible

Secondary Identifier
Dynamic
Cutting Edge


Brand Image (Web)

Web Accent Colors


Brand Image (Print Ads)


History of Philips
TV Product History of Philips

1924
First Moving Silhouette
Images 1943
Early TV Model
American Charles
1862 Jenkins and John Baird Philips had been working
First Still Image Transferred from Scotland, each on the television
demonstrate the technology since 1925. In
Abbe Giovanna Caselli mechanical transmissions 1949, the first television
invents his Pantelegraph of images over wire model was introduced to
Heritage Chart and becomes the first
person to transmit a still
circuits. the public in Eindhoven.
1953
image over wires. Philips TV Model
The Philips brand and product design
language has evolved many times 1927
First Electric TV 1949
throughout the years. This is due First Philips TV Model
1900 to the Public in the 1956
both to the changing technology And We Called It Television
Philo Farnsworth, files
Netherlands First Practical Remote
for a patent on the first
in the television industry and the Control
complete electronic
changing global brand positioning of At the World’s Fair in
television system, which he
Paris, the first International Robert Adler invents the
the company from decade to decade. Congress of Electricity was
called the Image Dissector.
first practical remote
Highlights in the history of Philips in held. That is where Russian control called the Zenith
the television market include being one Constantin Perskyi made Space Commander
the first known use of the
of the first companies to introduce word “television.”
televisions to the Dutch market.


Logo History of Philips

2007
1969 Philips Releases Ambient
First Images Sent to the Light TV
Moon 1997
First Plasma TV Released Ambient Lighting
July 20, first TV 1981 Panasonic is credited with
Technology, is a feature
transmission from the 1,125 Lines of Resolution invented by Philips
moon and 600 million bringing the first modern Electronics, generating light
people watch. day plasma TV to market. effects around the TV that
NHK demonstrates
HDTV with 1,125 lines of 1983 correspond to the video
resolution. Philips TV Model content.

1972-73 1997
Half the TVs in homes 1978 Philips Releases its 2010
are color sets. Plasma TV First 3D HD TV
Philips TV Model 1987
1982 Released
Surround Sound Philips TV Model
Giant screen Philips introduced a
projection TV is first Introduced 42-inch (107 cm) display, Samsung releases
marketed. with 852x480 resolution. the first full 3D high-
Dolby surround sound for It was the only model definition television set
home sets is introduced. available to the US public. to the public in the UK.

Current Philips Model

Lifestyle
This couple loves to entertain guests.
They have frequent dinner parties
for their friends and usually serve as
hosts for out of town guest. They are
also self described ‘techies’ and try to
stay on top of new technology.

Anna & Daniel TV Habits
party hosts
Age: 32 and 36 They usually watch tv at night time
Ethnicity: Caucasin
before they go to bed. They catch
Income: $125,000
TV Budget: $2500 up on the news and sometimes
Occupation: Mechanical Engineer/ Computer they like to use the computer as a
engineer monitor to surf the web.
Kids: 0

High Needs
This user needs a tv that is in style “We love to bring people
and ‘cool’ to their friends. They into our apartment and
like the bells and whisles and
make them feel at home”
appreciate tvs that integrate with
Low
their other electronic devices.
Income Quality Features Style

1
2
3
4
Scre 5
en S
ize

Weig
ht

Port
a bility

Physical Needs
Pictu
re Q
ualit
y

In-U
se A
ware
n ess

Feat
u re Lo
catio
n
Information Needs

Aest
h etics

Prid
e

Perc
Emotional Needs

ie vd Q
u ality

Lifestyle
Tim leads a very simple life. He
doesn’t hang out often with friends
and spends most of his time in his
apartment. He is at a point in his life
where he is trying to figure out his
purpose.

Tim Hudson
TV Habits
couch potato
Age: 29 Tim is an avid gamer and a moive buff.
Ethnicity: Caucasin He also enjoys watching reality tv shows
Income: $30,000 and is the type of individual to DVR his
TV Budget: $2000 favorite programs so that he is sure to
Occupation: Retail worker
never miss an episode.
Kids: 0

High Needs
Tim needs a tv with a high quality
display and various outputs to hook
“The tv is the
his game systems up to. He is also centerpiece of my daily
big into screen size and enjoys
Low having the latest features available to
activities.”
Income Quality Features Style him.

1
2
3
4
Scre
en S 5
ize

Weig
ht

Port
a bility

Physical Needs
Pictu
re Q
u ality

In-U
se A
ware
n ess

Feat
u re Lo
catio
n
Information Needs

Aest
h etics

Prid
e

Perc
Emotional Needs

ie vd Q
u ality

Lifestyle
This is a loud household with lively
young children in the house. The
parents life revolves around the
children. Weekdays it’s school plays
and it’s music recitals for the family
on the weekends.

Sharon and David Diaz
TV Habits
family
Age: 37 and 40 (kids 8 and 5) Dad usually has control of the tv
Ethnicity: Latino immediately after he gets off work. He
Income: $65,000 spends it watch game shows like Jepordy
TV Budget: $1000 and local news. The children like to watch
Occupation: Teacher/ Government Contractor
their favorite shows before bedtime with
Kids: 2
their parents on the tv also.

High Needs
This family uses the tv as a way
to gather the family. They enjoy
“We absolutely love
watching movies together and family to watch movies as a
shows. They care about parental
Low controls and ease of use along with
family.”
Income Quality Features Style price.

Lifestyle
Ray is a single man who is a sports
enthusist. He played multiple sports
in high school and at the colliegete
level. He still works out three times
per week and tries to stay healthy.

Ray Simon
TV Habits
sports enthuisest
Age: 40 When the tv comes on, it is usually
Ethnicity: Black
already set to ESPN to catch up on
Income: $70,000
TV Budget: $4000 all of the past games. He spends
Occupation: Bank Manager most nights also tuned into ESPN or
Kids: 0 tuned into the local news.

High
Needs
This user cares about a big screen “If it’s Sunday, you
and a clear picture to catch his
favorite games on. He is looking for better believe football
Low
the best picture/ sound quality. will be on!”
Income Quality Features Style

1
2
3
4
Scre
en S 5
ize

Weig
ht

Port
a bility

Physical Needs
Pictu
re Q
ualit
y

In-U
se A
ware
nes s

Feat
u re Lo
catio
n
Information Needs

Aest
h etics

Prid
e

Perc
Emotional Needs

ie vd Q
ualit
y

Journey Map
Tim Hudson
Age: 29
Lifestyle
Tim leads a very simple life. He
TV Habits
Tim is an avid gamer and a
TV Needs
Tim needs a TV with a high
Journey Map:
Ethnicity: Caucasian
Income: $30,000
doesn’t hang out often with
friends and spends most of his
movie buff. He also enjoys
watching reality TV shows and is
quality display and various
outputs to hook his game
Buying a new video
TV Budget: $2000
Occupation: Retail
worker
time in his apartment. He is at a
point in his life where he is
the type of individual to DVR his
favorite programs so that he is
systems up to. He is also big into
screen size and enjoys having game
trying to figure out his purpose. sure to never miss an episode. the latest features available to
Kids: 0
him.
Desire for new Which sites have Does the game Where should I How far away is Is the store clean? How are the Possible Which method Anxious to play Happy to be Relief to finally Excitement to
Thoughts

video game. similar gaming meet go to pick up this the location? Is Is the store games frustration with do I want to use new game. Tired home. get to play the finally start
Bored with preferences as expectations? Is particular game? there traffic? organized? Is it categorized in the looking through to pay? Is the from trip to Excitement about video game. playing new video
previously owned myself? How high it worth the Will they have it What is the best crowded? Is it store? Confusion many titles to find cashier friendly? purchase the the potential of Excitement about game. Anxious
titles. Excited is the rating? money to buy it? in stock? Is a way to get there? inviting? about where to game. Tired from Is the checkout game. Frustration the new game. the potential of about the video
about the Does the review store offering a Walk? Drive? find a certain searching around line long? with traffic/ other the new game. game experience.
entertainment match the rating? discount? Can I section? the store. drivers on the
potential of the trade in old titles way home.
new game. for discount?

1. Motivation 2. Research 3. Decision 4. Decision 5. Travel 6. Enter 7. Survey 8. Locate 9. Pay 10. Travel 11. Enter 12. Setup 13. Play

Start searching Read online Settle on which Decide the Head to Locate Search the Locate the Wait in line Head from Locate entrance Turn on TV and Start playing the
online for a reviews from game to buy best way to destination to entrance to store for the desired game and then pay gaming store to home and gaming system. actual video game.
Actions

new game to trusted sites purchase the buy the store. Enter section that to purchase in cashier for the back home. room to play Grab controller
video game in.
buy. and publica- game and particular title. store to buy the video game the section of desired game.
tions about the where to the game. would be in. the store
quality of the purchase it
video game. from.


Main Activities Side Activities
Activites

Researching. Traveling. Buying. Making decisions. Surveying.

Activites
Playing.
Environments

Shared

Enviornments
Individual
Environments
Environments
Internet to research the game.
His living space. Car. The road to travel to buy the
game. The retail store to buy the
game.

People Interactions Object Interactions
Individuals
Individuals

People on the road. People in Computer. Gaming system. TV.
the retail store. Friends he may Remote Control. Couch. Car.

Objects
invite around the house to play
the game.

Users
Functional Objects Supporting Objects
Objects

Gaming System, Controller. TV. Couch. Remote Control. Car to
Video game disc. get to store. Computer to re -
search the game

Primary Users Secondary Users

Chart
Users

Tim is the primary user of the Are his friends that come by his
game. apartment to play video games
from time to time.

Concepts

Ambilight
Gaming
This concept takes Philips Ambilight
technology and uses it to enhance the
gaming experience. The idea is that
ambilight changes the color around
the TV set in relation to the pixels
displayed at the time. We can take
this concept one step further and
allow game developers to tap into this
technology to change ambilight colors
based on what is happening at various
points in a video game. For example,
in a first person shooter, the ambilight
system can be used as radar to let the
user know which direction enemies are
attacking at.


Concepts

Light-Air TV
The idea behind this concept is to
make the TV smaller in order for the
user to save space in close quarters. It
also would require Philips to develop a
new technology to project TV in midair
without the use of a wall for contrast.
In this concept, a small box is the base
of the projector light. The box would
be able to be set an any orientation
and then project a “screen” of light into
midair a few feet away (the user would
be able to set this). This concept
would allow the user to havve a bigger
TV that takes up less space and open
up more ways for them to utilize their
space in the home.


Concepts

Pushing Apps to
the TV
In this concept, Android and iOS
devices would be able to push their
screens to Philips TVs via a WiFi
connection. This would make sharing
and consuming content easier while
in the home. This would be useful
for playing games, sharing photos, or
reading articles.


Concepts

Integrating
Twitter into the
TV
This concept is allowing the user to
bring up their Twitter while watching
TV. This would allow them to connect
with friends and talk about the show
while it is on. It would allow for
greater interaction with friends while
watching routine shows.


Concepts

TV Suggestions
Service
This concept focuses on the scenario
when you want to watch something
on TV but you have no idea what to
watch on certain days when your
favorite shows aren’t on. This service
will take the Netflix/ Amazon/ Pandora
model and suggest shows that are on
TV that are similar or recommended
baised on other shows that you have
watched or like.


Storyboarding Concepts

Concept: Twit-V
Bringing Twitter to the TV

timeAttk Robert Smith
@t_jones The Grammys are on! #grammys
11 secs ago

CuteDT Denise Thorpe
OMG! I luv the dress that she is wearing tonight #grammys
1 min ago
@t_jones The Grammys are on! #grammys ... @sa

Twit-V Button

User turns on TV to watch a big event. User presses the Twit-V button, a The user has two options to view the The second option is to view the Users can update their Twitter feeds
The user wants to connect with friends exclusive Philips TV service that allows feed. The first option is to view the Twitter feed in a larger format and have using a bluetooth enabled wireless
while watching the event on TV via you to bring up a Twitter feed on the TV. Twitter feed ticker style. Examples the current TV channel minimized. keyboard, their smart phones, or their
Twitter. include CNN News, ESPN Sportscenter, Examples of this include the TV Guide tablet devices.
FOX News. channel and the Direct TV Channel
Guide screen.


Storyboarding Concepts

Concept 2: PHILIPS Capture
Bringing Saved Media Content to the TV

P-Capture Tool PHILIPS Capture

Video 1 saved 11/1/11 Video 2 saved 10/24/11

RE
APTU
P- C

PHILIPS Capture
Button

User surfs the web and comes across In order to save the content for viewing The user returns to his home and The user browses and selects the The user can now view saved content
some media content he wants to watch later, the user clicks the PHILIPS presses the PHILIPS Capture button on content they want to watch. on the TV screen. Media content that
later. Capture tool in their browser. his remote control to bring up the can be played are videos (YouTube,
Examples of this is saving bookmarks, saved media content folder. Vimeo,Vevo, Flash video) and pictures
Pinterest, or Zoolot. (Flickr, Photobucket, Facebook Albums).


Video Prototyping

TVwit-

FroHawk Tim Dover

@HeSays_SheSays I’m watching also #show2011
2 mins ago

Twit-V Concept
HeSays_SheSays Tim Dover
@mr_daily This is one of my favorite shows! #show2011
In order to better understand the 2 mins ago

Twit-V concept, a video prototype was
made. In this video, the Twit-V concept
is showing how TV can be made more TheySayTim Dover
@hairypick LOL! Too Funny!!! #show2011
social by connecting the user with his 2 mins ago

or her friends. The premise is that HeSays_SheSays Tim Dover
TV is lonely and dull while the user @mr_daily This is one of
only watches by themselves. Bringing my favorite shows! hairypick Tim Dover
@TheySay Are you watching??? #show2011
friends along for the experience make #show2011 2 mins ago

2 mins ago
watching everyday TV much more
enjoyable.

Watching TV alone is dull and boring.
It is always more exciting to watch TV
with your friends. So how can we make
TV more social by connecting people
at a distance? Twit-V with Philips is a
tool that brings together friends while
watching your favorite TV shows. It
is a way to connect and offer a new
experience to the user with real time
viewer feedback.


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