Ambiant Light Technology

Ambilight is being called the new TV experience

It is frequently noted that we as humans often have the need to have technology that multi-tasks. Why not watch television and use the extra space surrounding the base to bring in Ambient Light technology - a distinctive theater lighting system that actively adjusts both brightness and color based upon picture content. Integrated into the television cabinet, Ambient Light Technology enables your eye to see more picture detail, contrast, and color while eliminating on-screen reflections for a better and more immersive viewing experience.

Prior to the actual experience, the first tested small group did not think that they were going to like Ambilight technology; once they experienced it, their attitude changed. This reaction enabled Philips Technology to make sure that the light being projected from the Ambilight television was soft and unobtrusive.

Today’s consumer is enlightened to have the ability to have the “intellectual” light behind their TV that actually changes colors with the program you are watching; avoiding the need for a light on while watching television.

Last but not least, Philips has built in the familiar gadgets that we all like to play with. Ambilight has six preset colors and white tones as well as custom settings. What consumers today do not have a weakness for the advantage of personalization in their viewing experience?

For more information on the Philips Ambilight Technology: http://www.usa.philips.com/index.html

Philips has been of interest by our readers two months in a row through Ask The BrandNew Guru on the Markitecture Internet site http://www.markitecture.com

Takeaways:

• Explore consumer needs and wants through test groups
• Importance of actual customer interaction with product and not just concepts
• Leverage your consumer’s assessments, judgments and evaluations into your new product