Of course, the products are part of the package. But in addition, the brand name has to become familiar to architects and city planners, who should feel comfortable involving Philips in the development stage of their work. We will not become successful by copying them, making 'me-too' products. In Europe, this market consists of a few major suppliers. In addition, there are many small local manufacturers because city beautification tends to need tailor-made products.
Clients often look for specific solutions for their needs.
You need to enter a marketplace with a message and for that you need a philosophy. The creation of a vision needs time, money and effort. It was a very big change for Lighting that cost a lot of time and money, but our motivation to succeed has pulled us through. It's not an easy transition, but we put our shoulders to it. I think we are now halfway into that process.