The future of consumer electronics is "emotion and experience", according to Philips chief executive of consumer electronics Rudy Provoost, who delivered the opening keynote speech at this year's IFA show in Berlin.
Provoost urged the ICT industry to move away from what he called "old convergence" which is "too much about the electronics, and not enough about the consumer".
"I have often said that the term 'CE' should not refer to consumer electronics, but to consumer experience or even consumer emotion," he said.
"Consumers want the latest tech gadgets, but increasingly they are making intelligent choices about their own personal wellbeing, that of their families, their homes and the global environment itself."
Provoost explained that Philips will not only focus on traditional technology, features and performance benefits, but directly address the emotional interests of consumers and their lifestyles.
"Consumer electronics is no longer about assembling boxes containing electrical components to perform a specific function. Nor is innovation solely about adding additional technology and functions," he said.
Provoost mapped out four quadrants which he believes represent the balance consumers are looking for: their Space, their Mind, their Body and their Appearance.
By focusing on these four domains, Philips reckons it can address the emotional, and not just technological, needs of its customers.
When designing any new product, Provoost said that the company needs to ask the questions: How can we enhance the Space they inhabit? How can we offer rich new experiences to help improve their state of Mind? How do we help consumers live healthily to enhance the Body on the outside and their Appearance on the outside?
He went on to showcase a range of new Philips products that demonstrate this philosophy.
These include the Aurea TV which boasts an 'active' frame, the LivingColors lighting system which allows users to set ambient lighting to any colour, and the Philips-Swarovski Active Crystal range of designer data devices.
"Technology and innovation will continue to be our drivers, but will be applied with 'consumer-centricity' as its foundation and in, perhaps, a different way to how we have done it before," said Provoost.
Provoost rounded off by challenging other players in the industry to adopt the same approach and put the consumer above the electronics.
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