Today, many products and devices are so full of features, options, submenus and buttons that either it takes many frustrating hours over days and weeks to figure out how something works, or, as is more often the case, most of the features are never used or the product is returned. Meanwhile the maze of buttons and submenus remains, to hamper and diminish the consumer experience. According to Louis Hakim, CEO Philips Middle East, a few companies, including Philips, recognize that this cannot continue — both for the good of the consumer and the good of the companies operating in the sector. “We must return the industry to one that again uses technology as an enabler. At Philips we’re moving in that direction by committing ourselves to ‘Sense and simplicity,’ a pledge that means all our products must incorporate the latest technologies, be designed around consumer needs and be easy to operate,” he said.
