You're back home after a hard day's work and relaxing on a sofa, gazing at this wall painting. How boring, did you say? What if it's not a painting but a high-definition flat screen television?
Philips is soon to launch its latest ambilight surround light system television that was showcased recently at the Berlin IFA consumer electronic trade fare, globally.
The breakthrough here is that the surround light system improves your viewing experience by controlling the ambient light and colour around the screen.
Imagine you are watching eagles on Discovery channel. As the birds of prey swoop down on running rabbits in the bushes, the lights on the top of your screen will reflect the colour of sky, while the sidelights adopt the colour of the bushes, and lights at the bottom, the colour of the blood stained rabbits.
Likewise, if it's an underwater shot, the wall will get an aquamarine glow. You'd need to wait till November for this, though, and the product is expected to sell at around Rs 2.5 lakh in India.
"After the success of two-side ambilight sets in India, we're ready to sell the surround ambilight to high networth individuals and corporations.
We are confident of making a big splash with this innovative product," said Rudy Provoost, CEO, consumer electronics division, Royal Philips NV.
The CEO admitted that the company has lost out in recent years to rivals, but said that it was determined to "regain its position in India through high-end and innovate products".
According to Provoost, "We are very successful with products like DVD players and have become the market leader in India. We will work on solutions to bring down costs for India and other developing markets."
India, apart from Russia, China and southeast Asia, figure high on Philips' priority list as markets. "As part of our brand extension strategy," added Provoost, "we are selling mobile handsets in Southeast Asia and soon we will enter the Indian market. Though handsets is not our core business, we look at these as a good vehicle for brand awareness."
Talking about India plans, Provoost said, "Our R&D facility in Bangalore contributes nearly 20 per cent of the R&D output worldwide, and takes care of R&D solutions for Indian markets." The company looks forward to much innovation from the facility.