Dubai, UAE - In its ongoing journey toward becoming a truly Simplicity-driven company, Philips organized a global "Simplicity Day" for all employees around the world today, November 15, 2007. The Simplicity Day took place in over 300 locations and aimed to further engage and excite all 128,000 Philips employees when it comes to Simplicity, as well as to further increase their commitment to this guiding Philips principle.

During Simplicity Day, Philips employees throughout the world reflected on the concept of Simplicity and its meaning to their daily realities, with the clear intention to further develop Simplicity in the way they conduct their business - whatever business it is. To this end, all Philips businesses and locations organized brainstorm sessions, group activities and other events in which the Simplicity concept was explored and further developed.

Throughout the world, Simplicity Day was just that: a day dedicated to furthering the concept of Simplicity at Philips. Apart from a select group of identified key business operations that must be continued, all Philips workers devoted their entire working day to Simplicity.

Gerard Kleisterlee, President and CEO of Philips, said in a memo to employees:  "Through Simplicity Day, we are putting you all in charge of the development of our important Simplicity concept for the future. Imagine the combined creativity and thinking power we will be unleashing on November the 15th when we ask all of you, wherever you are and whatever your job is, to join in and use your diverse experience and personal wisdom to further the concept of "sense and simplicity."

Ever since Philips' "sense and simplicity" brand promise was launched in 2004, it has been consciously applying those principles to the way Philips does business, internally and externally. Improving people's lives through highly innovative, advanced but easy-to-use products like the HeartStart, Aurea Ambilight TV and the Wake-up Light, has become a Philips' standard.

"We have gathered over 200 employees from across our Middle East operations to participate in this full day event and share their views on how we can further simplify our way of working, approach and deliveries in meeting our "sense and simplicity" commitment said Louis Hakim Vice President Royal Philips Electronics and CEO Philips Middle East.

Last month, Philips communicated its strategic, long-term 'Vision 2010,' plan, which is about capitalizing on market trends; creating a market-driven company that is focused and organized around our customers, and delivering profitable growth.  Philips is engaging every employee personally on this journey, and is asking them to share their views on the meaning of Simplicity and how they can personally contribute to Philips' brand promise, "sense and simplicity".

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About Royal Philips Electronics
Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a global leader in healthcare, lighting and consumer lifestyle, delivering products, services and solutions through the brand promise of "sense and simplicity". Headquartered in the Netherlands, Philips employs approximately 128,100 employees in more than 60 countries worldwide. With sales of EUR 27 billion in 2006, the company is a market leader in medical diagnostic imaging and patient monitoring systems, energy efficient lighting solutions, personal care and home appliances, as well as consumer electronics. News from Philips is located at www.philips.com/newscenter.

For further information please contact:
Galia Rizk- PR Manager
Philips Electronics Middle East & Africa
Tel: +971 4 3095155/Mob: +971 50 625 82 03
Email: galia.rizk@philips.com

© Press Release 2007