Philips Enables Haier to Capture Ultra Low-Cost Handset Market in China; Innovative Philips Nexperia Cellular System Solution 5128 Chosen for Haier's New Easy-to-Use HG-Z1000.

EINDHOVEN, Netherlands -- Royal Philips Electronics (NYSE:PHG) (AEX:PHI) announced today that Haier, one of China's Top 3 handset manufacturing companies, has selected the Philips Ultra Low Cost (ULC) Reference Phone, featuring the Philips Nexperia cellular system solution 5128, to create a low-cost handset for mass production in China. The handset, the HG-Z1000, will be available to a potential market of 1.5 billion customers. E[acute accent]Haier chose the Philips ULC Reference Phone to consolidate its market positioning and address the need in China for reasonably priced simple-to-use handsets that can be designed around the consumer to provide functional, optimally selected features at low cost. E[acute accent]The Philips ULC Reference Phone featuring the Philips Nexperia cellular system solution 5128 has been selected by Haier because of its advanced, customizable technology which enabled Haier to bring the HG-Z1000 to market in just four months. Developed in the recently opened Philips Design Center in Shanghai, the Nexperia cellular system solution 5128 features outstanding system optimization and power management capabilities, which provides the Haier HG-Z1000 with 280 hours standby time and three hours talk time. E[acute accent]"Mobile handset uptake in the Chinese market is at a critical stage," said Mr. Liu, marketing director, Qingdao Haier Telecom Co. Ltd. "Haier chose the Philips Reference Phone, which is behind our HG-Z1000, because of its proven ability to supply outstanding technology which aligns with our need to provide our consumers with easy-to-use handsets at an ultra low cost." E[acute accent]"Haier's new handset is a pure example of simplicity, designed around the needs of the consumer," said Adrian Chu, vice president, Regional Marketing & Key ...