Outlast, Outshine, Outperform Philips MASTERColour CDM Elite MW Presentation modules

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Outlast, Outshine, OutperformPhilips
MASTERColour CDM Elite MWPresentation modules
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(No Transcript)
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We are

• Number 1 in global lighting
• Number 1 in medical patient monitoring and number
  3 in diagnostic imaging
• Among the worlds top-3 consumer electronics
  companies in served markets
• Number 1 and 2 in male shaving, beauty, oral
  healthcare, food, beverage garment care
• One of the largest multinationals in China
• The owner of 60,000 patents
• Number 42 of the worlds most valuable brands
• Number 38 of the worlds most innovative
  companies
• Sector leader in Dow Jones Sustainability Index

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Welcome to Philips

• Ever since our company was founded in 1891, we
  have dedicated ourselves to improving the quality
  of life through meaningful innovation.
• We are today a global company, committed to
  enhancing economic prosperity as well as
  environmental quality and social equity wherever
  we operate.
• And we remain dedicated to the belief that the
  path to true growth comes from making products
  that genuinely meet the needs of all people, no
  matter what their circumstances, in ways that
  truly help them.

Gerard Kleisterlee President and Chief Executive
Officer
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Royal Philips Electronics

• Founded in 1891
• Headquarters Amsterdam, The Netherlands
• One of the largest global diversified industrial
  company with sales in 2007 of EUR 26,793 million
• Multinational workforce of 123,800 employees
  (January 2008)
• Manufacturing sites in 28 countries, sales
  outlets in 150 countries
• RD expenditures EUR 1,629 mln (2007)

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We are everywhere you go on the planet

• 70 of the top-50 US hospitals have chosen
  Philips solutions for cardiology
• We light 65 of worlds top airports, 30 of
  offices and hospitals, landmarks such as the
  Eiffel Tower, the Sydney Opera House, the Great
  Pyramids
• One of three cars worldwide uses Philips
  automotive lighting
• Each day more than a million of our consumer
  lifestyle products are purchased

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Our mission

• Philips has reinvented itself many times, but
  through it all, our core, the soul of our
  company, remained intact. That is because it was
  part of our company since its inception in 1891.
  It is the passion to

Improve the quality of peoples lives through
timely introduction of meaningful innovations
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Our vision
In a world where complexity increasingly touches
every aspect of our daily lives, we will lead in
bringing sense and simplicity to people
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Our brand promise

• We empower people to benefit from innovation
• by delivering on our brand promise of
• sense and simplicity
• This brand promise of sense and simplicity
  encapsulates our
• commitment to deliver solutions that are
  advanced, easy to use,
• and designed around the needs of all our users.

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Vision 2010

• The next phase in our journey to become truly
  market driven
• Vision 2010 fuels growth through sharpened,
  market-focused, people-centric strategies for
  our three core sectors Healthcare, Lighting
  and Consumer Lifestyle
• Vision 2010 puts the customer at the heart of
  everything we do
• I am confident that the business structure now
  optimally reflects our strategy, and that we are
  close to becoming the Philips we envisaged when
  we embarked on our path to transform the
  company in 2001.
• Gerard Kleisterlee, September 2007

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Philips Lighting
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Lighting

• As the worlds leader in Lighting, Philips is
  driving the switch to energy-efficient solutions,
  as well as shaping the futurewith exciting new
  lighting applicationsand technologies.

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Lighting

• Driving innovation in automotive

Xenon
Worlds first LED headlights
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Lighting

• Creating exciting atmospheres

City beautification
Shop ambience
Living Colours
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Sustainability and Energy Savings
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Sustainability and Energy Savings
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1. What is the issue background facts

• Lighting consumes 14 of all electricity within
  the European Union
• Lighting consumes 19 of all electricity in the
  world (source IEA)

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1. What is the issue background facts

• Revolution in lighting technology during the past
  10-15 years
• Approximately ? of all lighting currently
  installed in the European Union is based on
  older, less energy efficient technology
  (developed before 1970)
• Our current changeover rate to new lighting
  technologies is simply too slow e.g. Street
  lighting 3 p/a, Office lighting 7

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2. Energy efficient solutions

• For each customer segment an energy efficient
  lighting solution exists already today

Based on 0.51kg CO2/kWh
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3. Facts and figures

• General lighting (global)
• An achievable energy saving of 40 on all the
  lighting currently installed globally would
  save
• EUR 106 billion in energy costs
• This equates to
• 555 million tonnes of CO2
• 1,560 million barrels of oil per year
• Annual output of 530 medium sized power
  stations _at_ 2TWh/yr

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4. Facts and figures

• Europe (including Russia, Ukraine and Turkey)
• An achievable energy saving of 40 on all the
  lighting currently installed in Europe would
  save
• EUR 24 billion in energy costs per year
• This equates to
• 85 million tonnes of CO2 emissions per year
• 355 million barrels of oil per year
• Annual output of more than 120 power plants _at_
  2TWh/yr

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5. Street lighting

• Approximately ? of Europes roads and motorways
  are still lit using cheap, inefficient 1960s
  technology Mercury vapour lamps
• These 35 million outdated mercury vapour lamps
  consume twice as much energy as necessary
• Current changeover rate 3 per year ? it will
  take 30 years to realize full benefits
• Saving EUR 3 billion in energy costs per year by
  switching from old to new road lighting
  technology
• This equates to
• 10 million tonnes of CO2
• 45 million barrels of oil per year
• Annual output of 15 power stations _at_ 2TWh/yr

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5. Street lighting
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White Light
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White Light

• Topics
• A new era
• Aesthetic enhancement
• Security
• Accident prevention
• Energy efficiency

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White Light

• Beating the darkness
• Artificial light vs. natural daylight
• Until now, only Sodium was efficient

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Aesthetic enhancement

• Ambiance
• Effect closest to sun light
• Brings out the best in buildings and streets
• Best natural ambience - perceived as more
  authentic
• Most flexible colour, works with all building
  materials
• Fresh and bright - lifts the atmosphere

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Security

• Making people feel safer when they go out at
  night
• Easier to identify other people
• More effective use of CCTV

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Security background facts
STOEN RWE Foundation, Poland
Result People fear for their safety around unlit
areas
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Security background facts

• Other research
• Painter Farrington, UK (2000)
• Financial savings from reduced crime exceeded the
  financial costs of street lighting improvements
  by between 2.4 and 10 times after one year
• Peter Raynham (et al), UK (2007)
• At least double light levels are required with
  high-pressure sodium in comparison to white
  light to be able to recognize faces from the same
  distance
• Lighting Research Center, USA (2007)
• At the same light levels, gt80 of people feel
  safer with white light
• Perception of safety is similar to HPS, when
  light level of white light is 30 lower

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Accident Prevention

• Drivers see hazards more quickly and from a
  greater distance - less stopping time
• Pedestrians see ongoing traffic earlier, and
  react accordingly
• Obstacles on footpaths seen more easily

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Energy Efficiency

• Save money and the environment
• Reduce the required amount of light
• Increase pole distance
• Consumer less power
• Advantage of white light
• Level of illumination required by law on
  subsidiary roads and paths may be reduced a
  further 30 when colour rendering is gt60

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Energy Efficiency

• Lighting Research Center, USA
• White light is still preferred even when using
  only ? of the light level (5 vs 15 Lux)
• A UK example of EN 13201
• The British standard BS5489-12003 states that
  the illuminance level can be reduced by -30 in
  subsidiary roads when light sources with a colour
  rendering index of over 60 (CRIgt60) are used

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The Elite Story
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Elite

• The next step in retail lighting
• Offers unbeatable light quality
• Keeps sparkling throughout its long lifespan
• Has a low cost of ownership
• Is a sustainable choice
• Simply irresistible

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Elite

• The Elite family is at the very top
• of the MASTERColour CDM range,
• and offers a unique combination of
• Light quality
• Consistent performance over lifetime
• Low running costs

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Elite

• Application areas
• Fashion outlets
• Department stores
• Furniture shops
• Pharmacies
• Electronics chain stores
• High Bay retail
• Industry
• Outdoor

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Positioning
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Product Positioning
MASTERColour CDM Elite MW
Functional
Emotional
LUMEN PACKAGE
Eficiency Reliability Life-time Compactness White
Light
Colour quality Colour rendering Colour
Stability Compactness Sparkling
MASTERColour CDM Elite
CosmoPolis
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Product Positioning
CDM Elite MW
CDM-T Elite
CDM-T

• EMOTIONAL
• Colour quality
• Colour rendering
• Compactness
• sparkling

CDO
Cosmo polis
HPI
HPL
SON

• FUNCTIONAL
• Eficiency
• Reliability

• Life-time
• Compactness

• White Light

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MASTERColour CDM Elite MW

• A Philips Green-Flagship Product
• Energy Efficiency
• 115 - 120 lm/w (lamps) gt92 efficacy (gear)
• Hazardous Substances
• 25 mg mercury, no lead
• instead of 40 mg for HPI
• Weight
• low on material use low on packaging material
• Power Factor
• constant at gt 0.98

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Competing Technologies
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Competing Technologies
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Application Areas Benefits
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Application Areas

• Outdoor
• Floodlights facades and monuments
• City centres, Parks and squares
• Road lighting
• Commercial areas parking lots
• Petrol Stations
• High-bay Retail
• Do It Yourself stores
• Showrooms
• Shopping Malls
• Supermarkets
• Office Industry
• Manufacturing halls
• Entrance halls
• Train Platforms Railway Stations
• Airports

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Outdoor

• Outdoor - Application areas
• Floodlights facades and monuments
• City centres, parks and squares
• Road lighting
• Commercial areas parking lots
• Petrol Stations
• Benefits
• High system efficiency, generating energy savings
  and low cost of ownership
• Optimal lamp service life-time for a lower
  maintenance cost
• A green flagship product, minimizing
  environmental impact and CO2 emission
• Excellent colour quality, which remains stable
  over life
• Completing the range of MASTERColour CDM Elite

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Outdoor

• Floodlighting Trends
• Floodlighting is moving towards a holistic
• approach to city beautification which creates
• Lighting that is pleasing to the eye but soft
  enough so as not to overpower the surrounding
  lighting
• A subconscious feeling of safety in people
• Subtle light diffusion by projecting light
  outwards
• Creating a whole environment
• Not just focussing on important buildings

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Outdoor

• Municipalities Trends
• Reducing capital cost is paramount
• Being seen to be green
• High priority from a corporate perspective
• Trade-off between reducing energy and providing
  enough light to meet EU standards
• Reducing light pollution
• concerns the whole application surroundings
• Reliable lighting
• in terms of safety investment
• Enhancing the feel of the city
• Attractiveness harmony
• Request for flexible products for all applications

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High-bay Retail

• High-bay Retail Application areas
• Do It Yourself stores
• Showrooms
• Shopping Malls
• Supermarkets
• Benefits
• Excellent colour quality, which remains stable
  over life
• Completing the range of MASTERColour CDM Elite
• Optimal lamp service life-time for a lower
  maintenance cost
• High system efficiency, generating energy savings
  and low cost of ownership
• A green flagship product, minimizing
  environmental impact and CO2 emission

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Office Industry

• Office Industry Application areas
• Railway Stations and Platforms
• Airports
• Harbours
• Entrance Halls
• Manufacturing halls
• Benefits
• High system efficiency, generating energy savings
  and low cost of ownership
• Optimal lamp service life-time for a lower
  maintenance cost
• A green flagship product, minimizing
  environmental impact and CO2 emission
• Excellent colour quality, which remains stable
  over life

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OEM Benefits
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OEM Benefits

• Great design freedom
• Due to the compactness of the light source
• A complete range of products
• As a range-extension of CosmoPolis and
  MASTERColour CDM Elite for both the functional as
  emotional applications
• Building a green image
• By the enormous energy saving potential, enhanced
  by the optical efficiency, efficacy and long
  service life-time of the system

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Economic Emotional Value
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Economic Emotional Value
MASTERColour CDM Elite MW
MASTERColour CDM Elite
CosmoPolis
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Economic Value TCO

• In a functional application, total cost of
  ownership is crucial. The main drivers to have
  a good cost of ownership are
• System efficiency
• Lifetime (low early failures)
• Lumen maintenance
• ?resulting in a good service-lifetime
• TCO assumptions (aligned with market)
• Improved Optical Efficacy 5 - 10
• Average energy price over the next years 0,12 /
  kWhr
• Luminaire market price (excl gear and lamp)
  outdoor 200 indoor 100
• Lamp replacement cost outdoor 12 indoor
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• Luminaire installation costs outdoor 45
  indoor 30
• All costs are calculated on end-users level

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Economic Value lowest TCO

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Economic Value lowest TCO
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Emotional Value

• Value is based on the main benefits
• Long Lasting Quality of Light
• Desire for Harmony
• Main Reasons to Believe
• Ceramic Metal Halide guarantees Colour Stability
  over life-time
• Full range for different applications
• Cool white light to warm white light
• Low lumen package to high lumen package
• Green Product designed for a longer life time,
  saving energy, and reducing environmental impact
  and maintenance cost

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Communication Tools
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Communication Tools

• Available
• Commercial Leaflet
• Fair presence
• (OEM-) Events
• Design-in sheets
• White Light brochure
• Modular PPT
• Sample kits
• Training support
• OEM guide
• Internet
• TCO calculator

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Portfolio Roadmap
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PortfolioMASTERColour CDM Elite MW product
range consists of
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Portfolio
210W
315W
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Roadmap (target introduction schedule)

• MASTERColour CDM Elite MW product introduction
  scheme

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Reference Projects
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Reference Projects

• Location
• Mathildelaan Eindhoven,
• The Netherlands
• System
• Replaced HPI 1000W for
• CDM Elite MW 315W

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Technical Features Benefits
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Technical Features Benefits
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Quality of Light

• Feature Crisp white light
• Excellent color rendering (Ra 90)
• Stable color performance during lifetime

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Quality of Light
Feature Crisp white light Excellent color
rendering (Ra 90) Stable color performance
during lifetime
CCT colour temp (in K)VBU vertical burning
positionHOR horizontal burning position
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Full range availability
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High system efficiencies

• Up to 120 lm/W for the lamp and 92 efficiency
  for the electronic gear
• Energy Efficiency
• 115 - 120 lm/w (lamps) gt92 efficacy (gear)
• Hazardous Substances
• low mercury, no lead
• Weight
• low on material use low on packaging material
• Power Factor
• constant at gt 0.98

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Compactness

• 50 reduced size, compared with HPL Quartz
  metal halide
• Compactness enables
• Optical performance (up to 10 improvement)
• Better beamcontrol
• Gain in transport volume and less weight
• Design freedom for the OEM

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Long Lifetime

• Service lifetime of 12,000 hours (average
  life-time of 20,000 hours)
• An optimal development of the salt dosing
  composition
• A special designed burner shape, based on thermal
  mechanical simulation
• Shaped arc tube designs yield lower stress due to
  the uniform wall-thickness and the absence of
  relatively heavy end-plugs
• Comparison of 250W arc tubes Cylindrical,
  spherical shaped, optimized shaped

Thermal
Mechanical
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Long Lifetime

• Service lifetime of 12,000 hours (average
  life-time of 20,000 hours)

90 survival rate _at_ 12000 hrs
gt 80 lumen maintenance _at_ 12000 hrs
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Electronic Drivers
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Electronic Drivers

• Electronics vs. conventional Electro-Magnetic
• High system efficiency to save energy
• It improves the lamp life
• Compact size and low weight provide design
  flexibility and easy installation
• Mains voltage fluctuations do not affect light
  output, so costs can be reduced by specifying
  lighter-duty cabling and/or fewer switching
  cabinets
• No power factor correction needed so no
  capacitors to fail
• Only one component to simplify servicing

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Energy saving with EL

• Electronics compared to EM gear (indicative
  figures example only)

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Constant light output with EL
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Mains voltage control

• Constant light output
• Thinner cables or less switching cabinets needed

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Xtreme gear - Robustness

• The driver (luminaire) must be immune to
• ElectroStatic Discharge (ESD)
• Voltage dips and interruptions
• Electromagnetic fields
• Magnetic fields
• Burst (electrical fast transients)
• Surge (pulses with high energy)
• Philips electronic outdoor gear can withstand
  moisture and vibrations because of potting
• Philips outdoor electronics are designed to
  withstand 2kV L/N to GND 4kV L to N

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Survivors over life
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Overview component lifetimes
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Simulation make it visible
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FAQ
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FAQ

• What makes the MASTERColour CDM Elite MW stand
  out from the competition? The MASTERColour CDM
  Elite MW is unique in the market, by combining
  the highest efficacy with excellent quality white
  light and a very long and stable life-time
  performance. Besides these unique selling points,
  it is also the most compact lamp, designed with a
  new socket to enhance a higher optical
  efficiency on OEM and end-user level.
• What about dimming? The focus is on the 3000K
  fixed output system, for both 210W 315W. In
  parallel a feasibility study for step-dimming
  (50 power) is in progress.
• What about hot re-strike? Hot re-strike will not
  be part of the initial launch. It could be part
  of a next generation.
• What about compatibility with conventional gear?
  MASTERColour CDM Elite MW is designed as a
  system and will be launched on electronics only.
  The compatibility on EM gear is under
  evaluation, checking which performance will be
  affected.
• What about a protected version? A solution for
  open luminaries is part of the roadmap. If the
  feasibility study is successful, a launch will be
  planned beginning of 2010.
• Why a new socket standard? A new socket is
  designed to enhance an optimal positioning of the
  lamp in the reflector. This will ensure, that
  besides the very compact lamp, the total system
  efficiency and light distribution is a real
  benchmark in the market.
• Will the CDM-T 250W remain part of the
  portfolio?The CDM-T 250W is the most compact
  lamp on the market for new installations and to
  service the installed installations it will
  remain part of the portfolio.

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