Interview with Weiger Deknatel, Philips North America

Philips is one of the biggest consumer-products brands so far to enter the digital picture frame space. The company has been selling various digital picture frame models for nearly two years. Though the company isn’t entering the wireless frame space, yet its frames put a premium on style, quality, and ease of use. Wieger Deknatel, of Philips North America, took some time out of his busy schedule for this email interview.

How long has Philips been selling digital picture frames?
Since September 2005

What is the profile of your typical digital frame customer?
Customers wanting a stylish design with a high-quality picture. Market research shows that there isn’t a specific breakdown among age or gender – this is truly a product that appeals to many.

What channels do you sell the frames through?
Online retailers, gift shops like “The Sharper Image,” consumer electronics retail, Philips.com/store.

What does Philips do to make its frames easy to use?
Our goal is to make all of our products simple to set up and easy to experience. Our photo frames accept several different memory cards, feature a simple user interface and are Mac-compatible (using iPhoto). Most consumers want to immediately experience their new device, so in addition to a user manual, Philips provides an easy start guide to get the product up and running quickly for instant enjoyment.

What features differentiate Philips frames from the competition?
Internal rechargeable battery, 360-degree furniture-grade design and finish; the materials compliment the room where it is placed.

What factors — features, price, etc. — do you see as being crucial to spurring greater adoption of digital picture frames?
Price; increased consumer awareness of the category; education on what features and specifications make a great photo frame.

Are you planning to add wireless features to your frames?
That is an exciting feature that is on the horizon, but first you have to be able make it simple for the customer to use.

What have sales of the frames been like in the last 12 months?
Great, especially during gift periods. Philips’ PhotoFrame is the best gift because you can personalize it ahead of time with photos of you and your loved ones.

What do you see as barriers to widespread adoption of digital frames?
Consumer awareness; consumers also need to consider that low-quality, low-cost models will not create a positive impression once the frame is home.

What can we expect from Philips’ digital picture frame offerings through the end of the year? New 5”, 6″, 7″ and 10″ models; limited edition models with designer frames that will appeal to consumers who seek a unique look in addition to high picture quality.