Philips 2008 Annual Report Download - page 24

Founded on fact
Philips’ own insights have been underpinned by
scientific research, which has revealed more about
the ‘natural’ clock within us all. “Our ancestors would
sleep according to the availability of natural light,” says
Ena. “The introduction of artificial light changed that,
as people were effectively able to control sunrise
and sunset themselves. However, research has
made direct links between sleep cycles and other
physiological factors, such as our metabolism, blood
pressure, cardiovascular system, and the release of
stress hormones.”
Before launching the Wake-up Light, Philips applied
a rigorous process of consumer validation to
underpin the insight behind the product. Consumer
testing resulted in extremely positive feedback. “I have
more energy and get up without any stress,” wrote
one consumer.
“ My boyfriend and I noticed that, since
we have the Wake up Light, we have
more energy throughout the day. Our
productivity is higher and we feel that
our daily rhythm is smoother.”
Following the success of its first-generation Wake-up
Light, Philips introduced a new model in 2008. “Nine
out of ten customers who bought our first model
said they found it a more pleasant method of waking
than traditional alarms on clocks, radios or mobile
phones,” says Christophe Melle, Consumer Marketing
Director for Vita-Light. “These results were highly
encouraging, and also gave us a lot of positive
end-user experience to draw on in developing
our second-generation model.”
Wide awake ― the natural way
Sleep can play a positive role in consumers’ lifestyles,
and in enhancing well-being in particular. “We can all
identify with the benefit of a good night’s sleep, but
also the ‘feel good’ factor of waking naturally, feeling
refreshed,” says Ena Voute, leader of the Beauty &
Vita-Light category within Consumer Lifestyle.
“We took this as the starting point for developing the
Philips Wake-up Light, which is designed to gently
wake the body the way nature intended – with light.”
Most of us know that getting a good night’s
sleep is a good thing, but we now know
a lot more about the benefits of enabling
the kind of sleep pattern nature intended
us to have.
Half an hour before the required wake-up time, the
Wake-up Light switches on with a very low level of
light intensity, gradually increasing it over the following
30 minutes to simulate the rising sun. A choice of
ambient noises – like bird song – can add to the
experience, as well as more conventional early
morning stimuli, like a conventional alarm or radio.
“Most people will agree that being woken abruptly –
especially during winter, when it’s cold and dark
outside – is not a pleasant way to come-to in the
morning,” notes Ena. “We know that light stimulates
the senses, energizing the body and helping in making
us feel less lethargic. The Wake-up Light gently
prepares the body for waking. As a result, you
not only feel refreshed but also more alert.”
Philips Annual Report 200824
18
We care about...
8
Message from
the President
6
Performance highlights
14
Who we are
42
Our group performance