Udo van Slooten PCT Special Applications Business Unit Solid State Lighting SSL Professional...

Udo van Slooten

PCT Special ApplicationsBusiness Unit Solid State Lighting

SSL Professional Portfolio

April 07

2

Summary Marketing Plan 2007strategic direction 2007 - 2010

• Mission:– Preserve the innovative image Philips Lighting has with its distribution partners by introducing

products based on LED technology (retrofit as well as state of the art products).

• Strategic Goals:– 2006 Channel Activation – Matching the competition– 2007 Market share - Positioning Philips as the LED Innovator in the professional channel with a

broad portfolio– 2008 Differentiation – Differentiation from competition by customer insight– 2009 Growth

• Strategic Objectives:– Develop and source in cooperation with BU SSL and other BU’s– Definition of 3 product categories: Easy to Install, Retrofit and New product/market

combinations– Penetrate the market to gain initial sales and realize market share– Use distribution strength as barrier for new entrants– Learn and Earn by a short time to market introduction process– Formulate growth strategy with segment teams for long term end user approach– Use Consumer Portable products as image creators

3

Product Availability MG Prof LampsQ2 2007 Q4 2007

AccentLED luxeon 1MR16 Cool white + Colors

AccentLED Luxeon K2Cool White + Warm White

“PowerLED” GU10 150+lm

LED strip kit – LOW LumenSingle Colors + Color changing

LED strip kit – HIGH LumenSingle Colors + Color changing

Already Available

AccentLED luxeon 15 types CW+WW DecoLED

Indoor & Outdoor

AffiniumLED String kit

LED Modules on/off, system, RGBA

Imageo 12 set& 3 set

Imageo Consumer range

Q3 2007

Re

trof

itE

asy

to In

stal

lN

ew P

MC

s

LED Freezer*

BAT supermarketst/BU SSL

4

AccentLED Luxeon ® IRetrofit: reflector LED lamps

Product Information High-power low-voltage (MR16 GU5.3) and mains-voltage (GU10 and E27) LED reflector lamps for retrofit replacement of conventional incandescent and halogen reflector lamps in specific indoor applications

Applications Accent, decorative and task lightingIllumination of small objects within short distances (< 1 m) in shops, hotels, restaurants.Highlighting heat-sensitive objects, e.g. in culinary shops, art galleries, museums, libraries etc.

Target Retail and Hospitality End Users

Distribution PHL WS Installer End User

Packaging/artwork Carton box/MG Prof guidelines

Packaging configuration

10 in a box

5

AccentLED Luxeon ® I ColorsRetrofit: reflector LED lamps

Product Information Range extension for the AccentLED Luxeon 1 lamps. All types in red, green, blue and amber/yellow.






10 in a box

Availability MS1: March 2007MS2: July 2007Introduction July 2007 (to be confirmed)

6

AccentLEDReflector LED lamps

Product Information Range extension of the AccentLED LED lamps with higher lumen output (>30lm) only available in coolwhite and warmwhite.






10 in a box

Availability MS1: June 2007MS2: October 2007Introduction October 2007 (to be confirmed)

7

DecoLED Outdoor lampsBulb LED lamps

Product Information Colored G50 LED lamps and color-changing G60 LED lamps with E27 and B22 base for direct retrofit replacement of standard low-wattage incandescent lamps. Bulb material is from UV resistant polycarbonate.Low Power LEDs

Applications A wide range of decorative, party, signage and architectural lighting applications

Target Retail/Hospitality/Municipalities




10 in a box

Availability Available in RDC‘s wk4 (1st batch)2nd batch in February

Almost unbreakable bulbs!!!

8

DecoLED ‘Indoor’ lampsBulb and reflector LED lamps

Product Information Twistline GU10 reflector and G50, G60, and B40 candle (E27) LED lamps in white and various color versions. Bulbs and reflector are glass. Low Power LEDs.

Applications A wide range of decorative, party, signage and architectural lighting applications indoor.

Target Retail/Hospitality


Packaging/artwork Blisters/BU CLE guidelines


10 in a box

Availability Available in RDC‘s. Scarcity in white GU10!Will be solved until March!

9







Already Available


Indoor & Outdoor





Q3 2007

Re

trof

itE

asy

to In

stal

lN

ew P

MC

s

LED Freezer*


10

Affinium LED string kitEasy to Install

Product Information All-in-one-box solution allowing quick, easy configuration and installation of flexible wire‑connected LEDS.

Application architectural and decorative lighting applications.Signs and displays.

Target Installer(/End User)




10 in a Box (2m), 5 in a Box (6m), also available in 20m reels. Driver, clips, tapes and connectors available separately.

11

Application information (1)Philips Affinium LED String system perfectly suitable for architectural applications

12


13


14

Installation instructionsKit Affinium LED string system

15

Installation instructionsAffinium LED string system : kits in cove lighting

16

LED ModulesEasy to Install

Product Information LED modules contain Luxeon LEDs, optics, LED driver electronics and integrated heat sink to ensure reliable and efficient performanceLED modules with basic on/off and dynamic controllable functionality.

Application Decorative architectural lighting, e.g. wall washing, feature spots Accent lighting in retail, showcases and display cabinets Indoor and outdoor orientation lighting, e.g. paths

Target Installer(/End User)


Packaging/artwork Unpacked!RGBA Kit is in planning!

Availability Make to order! Leadtime 6wks.Limited stock possible for key customers!

17

LED Strip kitEasy to install

Product Information All-in-one-box solution allowing quick, easy configuration and installation of LEDS on a rigid strip.4 strips in a box for mono colors. Color changing strip with an simple control unit.

Application Indoor architectural and decorative lighting applications. E.g stairs, furniture.Wall washing and path lighting.

Target Installer(/end user)




10 in a Box

Availability MS1: March 2007 MS2: June/July 2007Introduction July 2007

18







Already Available


Indoor & Outdoor





Q3 2007

Re

trof

itE

asy

to In

stal

lN

ew P

MC

s

LED Freezer*


19

Imageo Candle Light 3 set/12 setNew product applications

Product Information Set of 3 and 12 glass candle lights with rechargeable LED unit in the base giving a warm, flickering light

Applications Ideally for bars/restaurants/hotels.

Target Hospitality

Distribution PHL WS End UserDirect sales!

Packaging/artwork Carton/BU CLE guidelines


3 set: 5 in a box12 set: 3 in a box

Availability On stock

20

Imageo Candle Light ColorsNew product applications

Product Information Colored version of the successful Imageo Candle Lights. Candles are made from plastic.

Applications Ideally for use in gardens, terraces and other outdoor spaces of bars/restaurants/hotels.

Target Hospitality




5 in a box

Availability Limited availability in RDC

21

Imageo Table LightNew product applications

Product Information Easy to use decorative substitute for wax candles. Creates mood and atmosphere without fire danger. Gives warm light.-Two light cones with charger-24 hrs light thanks to inductive charge base- Shake and shine to switch on/off

Applications Ideally for use in lobby, bar, guest rooms and other indoor spaces of bars/restaurants/hotels.Gift item!

Target HospitalityAll within professional channel




5 in a box

Availability Limited availability in RDC

22

New Product Applications

Udo van Slooten PCT Special Applications Business Unit Solid State Lighting SSL Professional...

Documents

Transcript of Udo van Slooten PCT Special Applications Business Unit Solid State Lighting SSL Professional...