If technology really exists to help make our lives easier and more productive, why does it have to be so complex and frustrating? Phillips thinks it shouldn't be. Their company thrives on the idea of simplicity, a notion with the power to "transform a task into an opportunity and a burden into a pleasure." Phillips thinks that simplicity is a good goal for technology, and according to them, "it just makes sense." They started on a simpler path after realizing that the digital revolution, which is supposed to make our lives easier, isn't. Phillips did some pretty in depth studies and found that about 30% of home-networking products are returned because people can't get them to work. And 48% of people haven't bought a digital camera yet because they see them as being too complicated.

It all started in January 2003, when they began conducting research to find out if everyday people shared their vision. They questioned "1,650 consumers and 180 customers in 120 in-depth interviews, 24 focus groups and 1,439 quantitative interviews," and talked to people from the UK, the US, France, Germany, the Netherlands, Brazil, China and Hong Kong. Their research findings showed that people everywhere, regardless of race, religion, or income want nice products that make their lives easier. Like Phillips says, "the world is already complicated enough; you want simplicity." The Phillips brand now reflects the belief that simplicity can be a goal of technology because it just makes sense.

And they've got some cool new products that exemplify their mission. In Simplicity Today you'll find categories like Ambient Experience, lighting, television, and medical equipment. Their Ambient Experience products are geared towards making hospitals (and medical procedures) less scary. The Ambient Experience focuses on light, imagery, and sound projections while at the same time emphasizing patient education and non-invasive equipment, like an open MRI machine that doesn't make you feel confined or claustrophobic. They also have a Cineos Flat TV that features Ambilight, where a projected background color fills your room and matches the dominant colors on your TV screen. Simplicity Tomorrow offers a look into how things could be, and features products like Air Trees, Momento, and Mood Mix. The air trees are really just futuristic fake plants. They're there to add a certain look to your room in addition to cleaning the air and adjusting the humidity. The Momento ball is like an old school crystal ball with a twist. It lets you upload movies and pictures that then play in a slideshow kind of a format. Mood Mix is a lighting system that lets you control the colors and light intensity in each room of your house with the touch of a finger.

Each of these products is designed to give people what they want; intuitively designed products that are fun to use. Phillips is capitalizing on the idea that technology is great, but it's only worthwhile if it can efficiently accomplish a goal. In this case, Phillips products are making technology work by satisfying the end goal of a better customer experience. It just makes sense.