Philips Research opens SimplicityLabs:a virtual environment for people-focused innovation
Philips Research opens SimplicityLabs:a virtual environment for people-focused innovation
(NewDesignWorld Press Release Center) -- erlin, Germany – At this year’s IFA trade fair in Berlin, Philips Research will present its new online research environment – SimplicityLabs. This virtual environment allows people worldwide to experiment with new software-based product concepts in the comfort of their own homes. An extension of Philips’ consumer-focused research, SimplicityLabs enables Philips Research to harness end-user feedback at a very early stage in the innovation process and validate new concepts in a way that is fast, efficient and cost-effective.
How it works
For each selected product concept, a product mock-up or software prototype is placed in the online SimplicityLabs for people to experiment with. In this way, people can actually try out the product concept features. Wide-reaching and quick feedback is then gathered on key issues, such as whether or not people like the concept, which functions are popular and which could be improved. This feedback is both explicit (i.e., people fill in a questionnaire about the concept) and implicit (i.e., the system records how people actually interact with the mock-up or prototype). “Once we’ve gathered and interpreted this data, we can make all the improvements necessary to turn the online product concept into a real, consumer-focused product that, we expect, people will love,” says Fred Boekhorst, Senior Vice-President Philips Research and Program Manager Lifestyle.
At the IFA, attendees will be invited to experience new technology concepts that Philips is currently testing in its SimplicityLabs. One of these concepts is Personal TV Channels, which was outlined during IFA last year. This is a patented recommendation technology of Philips that finds, filters and delivers content from different media directly to the viewer's TV screen. This solution is perfect for players in the TV, multimedia and advertising industry to fulfill one mission - provide personalized TV entertainment and advertising to the end user. The gathered feedback on this and the other concepts in SimplicityLabs is used to further optimize the product concepts.
The next step in ‘experience’ research
Like Philips Research’s ExperienceLab, SimplicityLabs places the consumer at the very heart of the innovation process. Therefore, it will play an important role in Philips’ drive to include end-user feedback into its research towards new concepts and products. “Of course, we already have many initiatives that do this, for instance in ExperienceLab. But what’s new about SimplicityLabs is that people can join in the experiments at any time, from anywhere, as it is targeted to concepts that can be tested in a virtual environment,” says Boekhorst. This, Philips expects, will boost take-up rates and provide faster and richer consumer feedback in the early phases of product concept development. “In the longer term, we expect SimplicityLabs will make a significant contribution to steering our innovation process and to ensuring that products in our portfolio are based on existing, wide-ranging consumer needs.”
Visitors at IFA can join the experiments in SimplicityLabs in the Future Zone which is situated on the Philips stand, hall 22.
SimplicityLabs can be found at www.simplicitylabs.net
For further information, please contact:
Your local Philips press officer
or:
Saskia Maas
Philips Research / Communications Department
Tel.: +31 (0)6 12999910
E-mail: saskia.maas@philips.com
About Royal Philips Electronics
Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified Health and Well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity”. Headquartered in the Netherlands, Philips employs approximately 133,000 employees in more than 60 countries worldwide. With sales of EUR 27 billion in 2007, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare.
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