Post the exit and acquisition of Royal Dutch Philips’ consumer electronics division (TVs, Monitors and Signage Products only) in 2009, by MMD (Multimedia Displays), the company officially announced its re-entry into the Middle East market at The Hotel Show 2013. MMD, a wholly-owned company of TPV established in 2009 through a brand license agreement with Philips, exhibited the latest offerings from Philips’s consumer electronics division at The Hotel Show, which was held from 28th September to 30th September, 2013, at Dubai World Trade Centre, Dubai, UAE.
Speaking to Channel Post MEA, Wim De Geest, the Sales Manager for the Middle East covering both Hotel TV and Signage Solutions at Philips Signage Solutions, said, “At The Hotel Show we are focusing not only on the Hospitality TV product category, but we also want to showcase ourselves as a total solution provider when it comes to professional displays. So when we talk about hospitality solutions, we are also including products such as displays, video walls and so on. We want to position ourselves as a provider and partner that can fulfill any technology demand.”
At The Hotel Show 2013, Philips Signage Solutions showcased a wide range of Philips’ products including the E-line displays (professional displays) and videowall. According to Wim De Geest, Philips’ E-Line range of products allow users to enjoy stunning full HD images and 24/7 reliability. “With a wide array of connectivity options and 400-500 nit brightness throughout the range, the E-Line offers the unique combination of high performance and exceptional value,” he added.
Philips also showcased smart monitors at the event which are capable of running interactive applications, which can be used by guests in the hospitality industry. “Though the development of applications as such is controlled by Philips, we work with local partners to provide content. We want to position ourselves as a technology pioneer where we bring the best technology in the market in the form of flagship products,” added Wim De Geest. “Though our content is currently focused on English language, we will also be providing content in Arabic language very soon.”
As for channel strategies, the company is already working on three levels of partnership for prospective channel partners it will be recruiting. “We have Platinum, Gold and Silver levels of partnership for our channel partners at the moment,” explains Wim De Geest. “Our partners really believe in the potential of Philips’ products and are opening up demo showrooms across the region. Currently we have a demo showroom in Lebanon and one in the UAE in Dubai. We will soon be opening new demo showrooms in Abu Dhabi and Qatar. We will communicate these strategies to our partners because, we believe in the adage ‘seeing is believing’.”
