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<strong>Issue</strong> <strong>35</strong> – <strong>June</strong> <strong>2009</strong> <strong>Philips</strong> <strong>Research</strong> technology magazine<br />

<strong>Password</strong><br />

Image-guided drug delivery<br />

takes the next step<br />

Hitting<br />

the right spot<br />

Creating a white-light LED for everyday use<br />

The race<br />

for white light<br />

Navigating<br />

the airways<br />

Lung biopsy ‘navigator’ may help<br />

doctors find their way


The race<br />

for white light<br />

LEDs: they produce vibrant light in<br />

thousands of colors, offer intriguing<br />

design and lighting possibilities and<br />

are more energy efficient than<br />

traditional lighting. They’re not yet<br />

an everyday standard, but a new<br />

technology may just change that.<br />

Page 12<br />

<strong>Password</strong> is a technology magazine<br />

Editor-in-chief<br />

Contributors<br />

More information<br />

published by <strong>Philips</strong> <strong>Research</strong>.<br />

Peter van den Hurk<br />

Stuart Cherry<br />

<strong>Philips</strong> <strong>Research</strong><br />

<strong>Philips</strong> <strong>Research</strong>, part of Royal <strong>Philips</strong><br />

Karin Engelbrecht<br />

Communications Department<br />

Electronics, has laboratories in three<br />

Managing editor<br />

Brandy Vaughan<br />

High Tech Campus 5 (MS04)<br />

regions (Europe, Asia and North<br />

Brandy Vaughan<br />

5656 AE Eindhoven, The Netherlands<br />

America) where around 1,800 people<br />

Printer<br />

Tel. +31-40 27 46616<br />

investigate promising options for innovation.<br />

Copy editor<br />

Print Competence Company<br />

Fax. +31-40 27 44947<br />

Chris Boulle<br />

Email: research.communication@philips.com<br />

Realization<br />

Subscriptions and further details<br />

Centagon<br />

Production management<br />

on the articles in this edition<br />

Articles and images may be reproduced only<br />

Veldhoven, The Netherlands<br />

Claudia van Roosmalen<br />

www.research.philips.com/password<br />

with permission from <strong>Philips</strong> <strong>Research</strong>.<br />

www.centagon.com<br />

Moniek Hurkmans<br />

© KONINKLIJKE PHILIPS<br />

Design<br />

Distribution management<br />

ELECTRONICS N.V. <strong>2009</strong><br />

Roland Kersten, Bart van Etten<br />

Nelleke Tops<br />

All rights reserved<br />

2 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


Contents<br />

4<br />

8<br />

18<br />

Hitting<br />

the right spot<br />

Cancer and cardiovascular disease are<br />

two of the most deadly and difficult-totreat<br />

diseases. But new image-guided<br />

drug delivery techniques may one day<br />

help change that by delivering treatment<br />

right to the target spot.<br />

Smart medicine<br />

Nowadays, ‛smart’ technology is<br />

all around us. Soon we may even<br />

be taking smart pills as <strong>Philips</strong>’ new<br />

‛iPill’ takes intelligent drug delivery<br />

to the next level.<br />

Navigating<br />

the airways<br />

A new virtual GPS-like technology may<br />

help doctors navigate the convoluted<br />

system of airways during lung biopsies.<br />

10 Did you know...<br />

Interesting facts and figures<br />

at your fingertips.<br />

16 Bringing new life<br />

to old ruins<br />

In Mexico, the Mayan<br />

archaeological site of Edznà<br />

lights up after dark with<br />

dynamic, colorful light displays<br />

using <strong>Philips</strong> LEDs.<br />

28 Did you know...<br />

Interesting facts and figures<br />

at your fingertips.<br />

30 The personal side<br />

of technology<br />

As part of the Smart Kitchen Life<br />

team, Jettie Hoonhout uses her<br />

background in psychology and her<br />

love of food to make technology<br />

more personal.<br />

23<br />

Emotional<br />

technology<br />

Modern life moves much faster than<br />

ever before. In our few free moments,<br />

we want to leave stress far behind.<br />

New ‛emotional’ technology may help<br />

us do just that.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

3


y Brandy Vaughan Images: <strong>Philips</strong>, Illustration: Centagon<br />

4<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong>


Hitting<br />

the right spot<br />

Image-guided drug delivery. These four words could<br />

one day revolutionize the way diseases like cancer<br />

and cardiovascular disease are treated. For patients,<br />

it could change lives: more effective treatment, lower<br />

systemic toxicity and new drug possibilities.<br />

Cancer and cardiovascular disease affect millions of people<br />

around the world. They’re also two of the most deadly and<br />

difficult-to-treat diseases. Currently, most treatments involve<br />

powerful drugs that are distributed passively throughout<br />

the body – all for a disease that may be limited to one spot.<br />

Doctors are left without an efficient way to ensure the<br />

treatment gets to where it’s needed most.<br />

This ‛whole-body’ dosing also limits a doctor’s ability to ensure<br />

the treatment is as effective as possible. Due to the inherently<br />

toxic nature of treatments like chemotherapy, doctors have to<br />

work within a tight margin – called the therapeutic window –<br />

to make sure the amount of treatment given is enough to have<br />

a positive effect while keeping side effects and toxicity to a<br />

minimum. Usually, this means the doctor has to limit treatment<br />

doses and spread them over a period of time. It’s definitely not<br />

the powerful punch doctors – and patients – are hoping for.<br />

Right on target<br />

One solution is to deliver the treatment right to the target<br />

spot. Right now, the best way to do this is through injectable<br />

drug-loaded ‛carrier’ particles, which already exist for the<br />

treatment of some diseases, such as breast cancer. But they<br />

aren’t as effective as they could be.<br />

The current generation of carriers localizes treatment but<br />

only in a passive manner, with drugs released as a slow diffused<br />

leakage over time. Ideally, there would be a better way to<br />

control – or trigger – the release of drugs right at the disease<br />

site.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

5


Triggered release<br />

With the goal of giving patients more benefit from potentially<br />

life-saving treatment, <strong>Philips</strong> <strong>Research</strong> began to develop<br />

localized drug-delivery techniques that aim to release<br />

treatment locally using an external trigger, such as ultrasound<br />

pulses or heat. The concept involves tracking the path of the<br />

drug through the body and then triggering its release from<br />

the carrier particles at the target spot – potentially making<br />

the uptake of treatment into disease cells more controlled<br />

and, therefore, more powerful.<br />

“New options that involve externally triggered treatment at<br />

the specific site of disease could really change patient care for<br />

the better,” notes Klaus Tiemann, Professor of Cardiology at<br />

the University of Münster, Germany.<br />

This is because triggered local delivery means a higher<br />

concentration of the drug reaches the disease site. This may<br />

result in fewer side effects for patients and give doctors the<br />

option of increasing dosage in an effort to hit the disease<br />

harder straight away, possibly improving treatment efficacy.<br />

Visual delivery<br />

Not wanting to limit the possibilities, <strong>Philips</strong> is working on two<br />

different image-guided delivery techniques that could one day<br />

change the way these diseases are treated.<br />

very small,” explains Holger Gruell, project leader at<br />

<strong>Philips</strong> <strong>Research</strong>. “You shouldn’t heat body tissue much<br />

above 42°C. Beyond 44°C, you can do permanent damage.<br />

So the heating effect that releases the drug must occur within<br />

a certain temperature range, which requires a precise finetuning<br />

of the particles. It’s a balance that we’re still working on.<br />

But this is where the combination of ultrasound and MRI has<br />

a big advantage because MRI can monitor the subtle<br />

ultrasound-induced temperature changes very precisely.”<br />

MRI is also capable of imaging soft tissues and organs, as well as<br />

detecting the arrival of the drug-loaded particles at the disease<br />

site using contrast agents.<br />

A burst of bubbles<br />

The other method for image-guided drug delivery<br />

involves larger particles, up to two micrometers, often<br />

called ‛microbubbles’, which can be adapted to rupture when<br />

exposed to ultrasound pressure waves – or pulses. <strong>Philips</strong><br />

is exploring ways to fill these microbubbles, currently used as<br />

contrast agents for ultrasound imaging, with treatment drugs<br />

and use them to deliver precise doses exactly where needed<br />

in the body. Ultrasound imaging would track the microbubbles<br />

in the bloodstream and when they reach the target site, a highenergy<br />

ultrasound pulse would shatter the microbubble shells<br />

– releasing the drugs right at the disease site.<br />

The first technique, developed for the treatment of cancer,<br />

involves drug-loaded particles mostly made of phospholipids<br />

– called liposomes. Typically just 100 to 200 nanometers in<br />

diameter, liposomes are tiny enough to travel through small<br />

capillaries in the vascular system and penetrate deep into<br />

diseased tissue. After injection, the particles are tracked using<br />

MRI and once they’re at the target site, a small amount of heat<br />

is applied using ultrasound, causing the heat-sensitive particles<br />

to release the treatment drugs on the spot.<br />

Since damage can occur when tissue is overheated, MRI is ideal<br />

because it can be used to monitor local temperature changes<br />

in the body. “The physiological range of heating body tissue is<br />

“When microbubbles are exposed to ultrasound pulses,<br />

they rapidly expand and contract in size eventually causing<br />

them to explode,” notes Marcel Bohmer, who’s responsible<br />

for microbubble development at <strong>Philips</strong> <strong>Research</strong>. “But actually<br />

one of the most exciting aspects of microbubble drug delivery<br />

is the aftereffect of that bubble burst.”<br />

<strong>Research</strong>ers have found that when microbubbles burst, the<br />

explosion somehow pierces nearby cell membranes making<br />

them more porous and, therefore, more susceptible to drugs.<br />

This phenomenon is called sonoporation and could allow for<br />

new treatment possibilities. In fact, there’s a whole range of<br />

new drug therapies based on genetics and DNA that may<br />

6 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


More<br />

Particle particulars<br />

prove to be the most powerful and tolerable treatments<br />

yet for diseases such as cancer and cardiovascular disease.<br />

But there’s one main obstacle: getting the treatments into<br />

the disease cells.<br />

Sonoporation may just offer a solution. The controlled opening<br />

of the cell membrane caused by the microbubbles may not<br />

only increase the local drug concentration but also facilitate<br />

the uptake of drugs that would never otherwise be able to<br />

enter cells.<br />

Temperature-sensitive liposomes are formed by arranging<br />

different lipids into a bi-layer about five nanometers thick,<br />

which encircles a tiny reservoir that’s filled with highly<br />

concentrated drug treatment. Liposomes have membranes<br />

that closely resemble that of natural cells but are 50-100 times<br />

smaller. When heated from 37°C to 42°C, the bi-layer develops<br />

pores that readily release the drug. The research process also<br />

involves fine-tuning the design and selection of lipid materials<br />

to ensure a precise drug-release temperature.<br />

There are still many rounds of testing and many issues to be<br />

resolved before image-guided drug delivery hits the clinical<br />

setting – no sooner than five to ten years from now. But it may<br />

one day offer doctors more localized ammunition in the fight<br />

against two of the deadliest diseases known to man.<br />

Temperature-sensitive liposomes.<br />

Novel techniques<br />

The potential of image-guided drug delivery has not<br />

gone unnoticed. In fact, <strong>Philips</strong> is heading a €15.9 million<br />

project focused on furthering the novel techniques.<br />

The ‛Sonodrugs’ project, which is partially funded by the<br />

European Union, draws on the expertise of 15 partners,<br />

including medical centers and academic institutions from<br />

throughout the EU.<br />

Microbubbles are currently used as contrast agents in<br />

ultrasound imaging. They have a gas core and a shell consisting<br />

of phospholipids, proteins or a biodegradable polymer. But<br />

for drug delivery purposes, the more robust polymer shell is<br />

preferred. These shells are formed around oil droplets containing<br />

the treatment drugs. The oil is then partially removed and a<br />

capsule with a polymer shell is the result. The oil acts as a liquid<br />

reservoir for the drug, whereas the gas helps trigger its release<br />

during the ultrasound application.<br />

The project will run for four years and work will focus<br />

on a number of different areas, including the development<br />

of new particles with the right size, structure, physical<br />

behavior, half-life and bio-compatibility, as well as exploring<br />

the bio-distribution and effectiveness of the drug-delivery<br />

techniques in-vitro and in-vivo.<br />

High-resolution electron microscope images of microbubbles<br />

before and after drug release.<br />

For more information, go to www.research.philips.com/password<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

7


y Brandy Vaughan Images: <strong>Philips</strong><br />

Smart medicine<br />

Nowadays, everything seems to be smart: smart phones, smart cars,<br />

smart toasters. And soon we may be taking smart pills.<br />

Just slightly larger than a typical multivitamin, <strong>Philips</strong>’ new<br />

intelligent pill (iPill) has the potential to take intelligent drug<br />

delivery to the next level as the first pill that effectively combines<br />

localized drug release with the ability to measure the internal<br />

environment and communicate this information to the outside<br />

world – without the need for large machines or wires.<br />

Although iPill is designed to be swallowed like a regular pill<br />

and travels normally through the digestive system, iPill is<br />

definitely not your average pill. In fact, it’s not really a pill at all,<br />

but more of a drug-filled capsule that uses the natural digestion<br />

process to reach the intestines and then deliver treatment at a<br />

specific spot. Once there, iPill has the technology onboard to<br />

take internal measurements, such as temperature and acidity<br />

levels, and wirelessly transmit the data via a transceiver to an<br />

external unit, which the doctor can monitor.<br />

This could be great news for patients suffering from hardto-treat<br />

and increasingly common intestinal disorders such<br />

as Crohn’s disease and colitis, which are often treated with<br />

systemic doses of steroids. With iPill doctors may one day<br />

have the option of delivering the much-needed treatment<br />

right to the problem spot. iPill may even be helpful in treating<br />

colon cancer – which affects nearly one million people a year<br />

iPill’s drug reservoir is filled with the right dose<br />

of treatment drugs, which can be adjusted to a<br />

patient’s individual profile.<br />

iPill is uploaded with the drug delivery location and<br />

the dispensing profile.<br />

iPill is swallowed normally and then travels through<br />

the digestive tract to the stomach and on to the<br />

small intestine.<br />

8 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


worldwide – in the same manner by delivering chemotherapy<br />

to the precise site of disease.<br />

A matter of pH<br />

So how exactly does iPill know where to initiate drug<br />

release? Along with the drug treatment, iPill also houses<br />

a microprocessor that controls an internal pump that triggers<br />

drug release, which can be controlled remotely or via a<br />

pre-planned schedule loaded onto the microprocessor.<br />

Since specific areas in the intestinal tract have distinct pH<br />

(a measure of acidity) profiles, iPill navigation is based on<br />

measurements of small but distinct changes in acidity levels<br />

to map its position within the digestive tract. Armed with<br />

this pH information, as well as data on typical capsule transit<br />

times, iPill can be programmed to determine its location with<br />

good accuracy. And when greater precision is required,<br />

MR or CT imaging could be used to fine-tune the location.<br />

There may also be the potential to better personalize<br />

treatment and give doctors more flexibility in terms of drug<br />

dosage amounts. Because the iPill capsule comes empty,<br />

it could be filled with a tailored dosage based on individual<br />

patient characteristics. For instance, a patient that weighs just<br />

50 kilograms often needs just half the dosage of a patient of<br />

100 kilograms. But with normal pills the dosage amounts are<br />

fixed often with only two or three available options.<br />

“With iPill a doctor could take into account a patient’s specific<br />

attributes and adjust the dosage accordingly, say for 60%<br />

or 70% of a standard dose rather than the strict 50%, 100%<br />

or 150% options,” explains Olaf Weiner, General Manager<br />

of the iPill project at <strong>Philips</strong> <strong>Research</strong>.<br />

Speedy and smart<br />

iPill may also help speed up the lengthy and expensive new<br />

drug development process, especially for orally delivered<br />

treatments. Often to find a viable drug, pharmaceutical<br />

companies have to test thousands of potential candidates<br />

before one works. But since iPill has the potential to deliver<br />

drugs to the target spot directly and in a controlled manner,<br />

only a very small amount is needed for testing, which means<br />

more molecules could be tested in less time.<br />

“The combination of navigational feedback, electronically<br />

controlled drug delivery and intestinal tract monitoring<br />

promises to make iPill a valuable research tool for drug<br />

development,” notes drug-delivery expert Karsten Cremer<br />

of Switzerland-based Pharma Concepts. “In particular,<br />

this technology could potentially improve drug candidate<br />

profiling and selection, which could ultimately accelerate<br />

the development of new drugs.”<br />

Although iPill is still in the prototype phase, smart medicine<br />

and more personalized treatment are clearly on the horizon.<br />

Measuring just 11x26 mm, iPill incorporates a microprocessor, battery, pH<br />

sensor, temperature sensor, wireless transceiver, fluid pump and drug reservoir.<br />

For more information, go to www.research.philips.com/password<br />

iPill keeps in constant contact with a belt-worn control<br />

unit. Changes in pH levels allow iPill to determine its<br />

location in the digestive tract. Once pH rises steeply,<br />

iPill knows it has reached the small intestine.<br />

Based on transit time information and measured<br />

pH levels, iPill knows when it has reached the<br />

target location and begins drug release.<br />

When the pH sharply decreases, iPill knows it has<br />

entered the large intestine. As iPill is designed for<br />

one-time use only, iPill then passes normally out<br />

of the body.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

9


Did you know...<br />

400,000,000<br />

in the dark<br />

While 80% of Indian villages have<br />

at least one electricity line, just<br />

44% of rural households have<br />

access to electricity – leaving some<br />

400 million Indian people without.<br />

By the dozen<br />

“Ideas are like rabbits. You get a couple<br />

and learn how to handle them, and<br />

pretty soon you have a dozen.”<br />

John Steinbeck, American Pulitzer-prize winning author<br />

Making the switch<br />

If every home in the US replaced<br />

just one conventional light bulb<br />

with a compact fluorescent bulb,<br />

the energy saved could light more<br />

than three million homes for a year<br />

and would prevent the release<br />

of greenhouse gas emissions<br />

equivalent to that of 800,000 cars.<br />

First buzz<br />

lectricity<br />

The English words ‛electric’ and ‛electricity’ are<br />

first known to have appeared in print in 1646<br />

in Thomas Browne’s Pseudodoxia Epidemica.<br />

10 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


10 million<br />

a minute<br />

Around 15 billion<br />

cigarettes are sold daily<br />

worldwide – nearly<br />

10 million every minute.<br />

Preventable<br />

prognosis<br />

Secondhand smoke kills 53,000 non-smoking Americans<br />

yearly – making it the third leading cause of preventable<br />

death in the US, after active smoking and alcohol abuse.<br />

70% increase<br />

The California Environmental<br />

Protection Agency estimates that<br />

secondhand smoke increases the risk<br />

of breast cancer in younger, primarily<br />

premenopausal women by 70%.<br />

Secondhand risks<br />

Non-smokers exposed to secondhand<br />

smoke at home or work increase<br />

their risk of developing heart disease by<br />

25-30% and lung cancer by 20-30%.<br />

In fact, experts estimate that 10-20%<br />

of lung cancer cases occur in<br />

non-smokers.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

11


y Stuart Cherry Images: Stockexpert<br />

The race<br />

for white light<br />

From red to yellow to violet, LEDs produce vibrant<br />

light in all the colors of the rainbow. They’re also more<br />

energy efficient than most other lighting options and offer<br />

exciting new light and design possibilities. Still far from<br />

being the new standard, LEDs are just now beginning<br />

to enter the mainstream lighting market. And the new<br />

Lumiramic* Phosphor technology could help pave the way.<br />

12<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong>


With their ability to produce vibrantly colored light across<br />

the spectrum without using filters, LEDs are the next big<br />

thing in the lighting and design world. They offer exciting<br />

new illumination effects that just aren’t possible with other<br />

light sources plus they use less energy. So with all this going<br />

for them, why are LEDs still considered a niche product?<br />

Part of the reason is because the one color LEDs have<br />

struggled to produce consistently is white. And that’s exactly<br />

the color most people want in their homes and offices.<br />

“When solid-state lighting first began appearing in<br />

architectural lighting applications, designers used it for things<br />

like color-changing effects because it was new and different,”<br />

explains Elizabeth Donoff, editor of Architectural Lighting,<br />

North America’s leading lighting publication.<br />

“It quickly became clear that lighting designers expected more<br />

from LEDs and that the technology had to evolve beyond<br />

just color if it was to be more widely accepted. That’s when<br />

manufacturers began to concentrate on developing LEDs<br />

in a white color range – ‛the race for white light’ began.”<br />

Going white<br />

LEDs can’t directly produce white light because they emit<br />

light in a very narrow wavelength band. That’s perfect for<br />

vibrant colors but not for white light, which contains all<br />

the colors of the spectrum.<br />

One obvious way to create white-light LEDs is to package red,<br />

green and blue LEDs into one product – often called an ‛RGB’<br />

device. With the right control electronics, users can even vary<br />

the light output to switch between colored light and white<br />

light of different colors. However, different LEDs operate at<br />

different voltages and currents, making tunable RGB products<br />

difficult to manufacture and sensitive to operating conditions –<br />

therefore not ideal for mainstream usage.<br />

Another approach to white LED light is to use a phosphor<br />

powder to change blue LED light to white. The phosphor is<br />

embedded into a silicone coating, which converts some of the<br />

blue light to yellow, and the mix of blue and yellow light give<br />

off a color that our eyes then perceive as white. But the exact<br />

shade of white light produced depends on the precise balance<br />

of blue and yellow light – something that’s very difficult to<br />

control. And ensuring a consistent shade of white from LED<br />

to LED, even within the same product series, is a big challenge.<br />

Into the bin<br />

To solve this problem, manufacturers test all white LEDs and<br />

divide them into ‛bins’ depending on the shade of white light<br />

that a specific LED produces. Although it helps customers figure<br />

out what they’re getting, the binning process still allows for a<br />

much wider shade variance than the lighting industry is used to.<br />

*Lumiramic is a trademark of <strong>Philips</strong> Lumileds.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

13


“Although LED manufacturers are paying more attention<br />

to the binning process these days, there is still a sense of<br />

the unknown when you receive a batch of LEDs. That’s very<br />

frustrating for designers who are trying to specify a reliable<br />

light source and fixture,” Donoff adds.<br />

In multi-LED applications, color variations can be averaged<br />

out by mixing and matching LEDs. However the light output of<br />

individual LEDs is rising fast, and within five years, there should<br />

be LEDs that produce as much light as a 100 watt incandescent<br />

bulb. But this balancing out of colors with multiple LEDs is not<br />

an option if only one is used, so the lighting industry needs<br />

white LEDs with a more consistent color.<br />

The promise of white<br />

Now <strong>Philips</strong> Lumileds, the leader in high-power LEDs,<br />

is rolling out a new phosphor technology called Lumiramic,<br />

which promises just that. By replacing the phosphor-silicone<br />

coating with a solid ceramic phosphor plate, Lumiramic<br />

promises a more consistent color and more reliable supply<br />

of white-light LEDs.<br />

“By converting powder phosphors into a solid ceramic, we<br />

can control the optical properties of the phosphor layer more<br />

accurately,” explains Helmut Bechtel of the <strong>Philips</strong> <strong>Research</strong><br />

team that created the Lumiramic concept and technology.<br />

That tight control, combined with new measurement techniques<br />

developed by <strong>Philips</strong> <strong>Research</strong>, means the phosphor plate can<br />

be accurately classified before it’s combined with an LED.<br />

As a result, the manufacturer can match individual plates and<br />

LEDs to achieve a more consistent balance of blue and yellow<br />

light, and hence a more consistent shade of white light.<br />

<strong>Philips</strong> Lumileds has already used the Lumiramic technology<br />

to reduce binning in its warm white LUXEON Rebel range –<br />

the primary shade for home, office and hospitality lighting.<br />

The technology will next be employed for cool white LEDs.<br />

Lumiramic could also be used across the LED rainbow to make<br />

other color LEDs more efficient at converting light. Also with<br />

Lumiramic technology, multi-color products could be created<br />

using just one type of LED, making their design easier and<br />

overall efficiency higher.<br />

A greener shade of white<br />

Currently, lighting accounts for 30% of the average<br />

domestic energy bill and 19% of the world’s electricity<br />

consumption. It doesn’t need to be this way. LEDs solutions<br />

use up to 90% less energy than a typical incandescent bulb<br />

and are nearly three times more efficient than compact<br />

fluorescents. When LEDs make the move into our homes<br />

and offices, it will make a real difference in the planet’s<br />

energy consumption and greatly reduce our carbon<br />

emissions. For that, of course, we need a more consistent<br />

color and supply of white-light LEDs – just what Lumiramic<br />

can deliver. It’s a move that’s both aesthetically and<br />

environmentally friendly.<br />

14<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong>


More<br />

A perfect match<br />

For phosphor-based LEDs, producing a consistent shade of white<br />

light requires precise control over the optical path the light takes<br />

through the phosphor layer. A typical LED phosphor coating is<br />

made by embedding phosphor powder into silicone or epoxy.<br />

However, the embedding process doesn’t provide sufficient<br />

control over the distribution of the powder grains limiting<br />

control over the final color.<br />

Lumiramic uses a well-known process called sintering to<br />

convert high-purity phosphor powders into a solid ceramic.<br />

<strong>Philips</strong> <strong>Research</strong> developed novel techniques to control the<br />

sintering process and fine-tune both the concentration of ions<br />

that actually convert the light and the scattering of light in the<br />

plate. This means the shade of white light produced can be<br />

regulated by controlling the plate’s thickness.<br />

Lumiramic phosphor plate<br />

Using extremely accurate machining processes borrowed from the<br />

semiconductor industry, Lumiramic plates 100-150 micrometers<br />

thick can be manufactured to within an accuracy of just one<br />

micrometer. However, nanoscale issues mean the light converted<br />

by different Lumiramic plates varies slightly. Not enough to<br />

see, but enough to effect the careful balancing act needed for<br />

consistent white light. Thus LEDs and plates have to be very<br />

accurately matched.<br />

True success<br />

This accurate matching is possible in the Lumiramic approach<br />

because the LEDs and phosphor plates are manufactured<br />

separately and only combined in the final assembly phase.<br />

Each can be pre-measured and, by matching Lumiramic plates<br />

of the appropriate optical thickness to LEDs of the correct<br />

wavelength, a stable supply of products with a consistent<br />

white light output from device to device can be produced.<br />

Thin film chip<br />

Ceramic substrate<br />

“The true success of the Lumiramic process is the accuracy with<br />

which we can classify the plates. Nothing else available could deliver<br />

that accuracy,” notes Frank Steranka, Head of <strong>Research</strong><br />

and Development at <strong>Philips</strong> Lumileds. “The team at <strong>Philips</strong><br />

<strong>Research</strong> had to develop it from scratch.”<br />

For more information, go to www.research.philips.com/password<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

15


Bringing new life<br />

to old ruins<br />

The Mayan civilization is noted for its spectacular art<br />

and monumental architecture. The historical site of Edzná,<br />

in the Mexican state of Campeche, is no exception.<br />

It takes beauty even a step further by combining remarkable<br />

architecture with a newer form of art: dynamic, colorful<br />

displays of light that bring new life to the ceremonial center<br />

that flourished from 250 to 900 AD.<br />

A team of lighting design specialists uses 127 <strong>Philips</strong> LED<br />

ColorBlast(R) fixtures to create the dance of light. At the<br />

beginning of the show, the temple is saturated in rich hues<br />

of red, then blanketed in vibrant greens and blues.<br />

And, importantly, the LEDs that bathe the site in color<br />

do not radiate heat or UV rays, which could damage<br />

the exterior over time.<br />

On weekend evenings, the temple is awash in millions of colors<br />

during a multimedia spectacle called the ‛Light of the Itzáes’ -<br />

made possible by <strong>Philips</strong> LED technologies.<br />

The dynamic lighting spectacle that enhances the temple’s<br />

natural beauty has now made Edzná a new icon for the<br />

Maya culture.<br />

16<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong>


<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

17


y Brandy Vaughan Images: iStockPhoto<br />

18<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong>


Navigating<br />

the airways<br />

Lung cancer is a killer of massive proportions: 1.3 million<br />

deaths a year worldwide – more than breast, prostate<br />

and colorectal cancers combined. It’s also the most<br />

common form of cancer today. To give patients the best<br />

chance of survival, lung cancer must be caught early.<br />

But this is not nearly as simple as it may seem.<br />

As far as cancer goes, lung cancer is as bad as it gets with<br />

one of the lowest survival rates around – 80% of all lung cancer<br />

patients die within a year of diagnosis. The overall five-year<br />

survival rate hovers between 10-15%. Why? Because it’s one<br />

of the most difficult diseases to diagnose and treat. Lung cancer<br />

needs to be diagnosed early, before the disease has a chance to<br />

spread. With recent advances in imaging technology, suspicious<br />

sites can be detected earlier than ever before. It’s reaching<br />

these sites that now poses the biggest problem.<br />

When a doctor suspects lung cancer, patients typically undergo<br />

a chest CT scan to pinpoint possible tumors, and some are<br />

then referred for a PET scan. Although imaging scans can give<br />

doctors a pretty good idea if there are tumors present in the<br />

lungs, the only way to confirm this is with a tissue biopsy.<br />

During the biopsy, tissue samples of the suspicious masses<br />

are taken to determine if lung cancer is present, and if so,<br />

which stage it’s at and whether it’s localized or has spread –<br />

important for gauging the best treatment approach. Lymph<br />

nodes are also commonly sampled to determine if the cancer<br />

has spread outside of the lungs. Biopsies are performed<br />

regularly to test for cancer but when tough-to-maneuver areas<br />

like the lungs are involved, things can get complicated quickly.<br />

“With advanced imaging now available, earlier detection<br />

of suspected lesions is driving the need to sample eversmaller<br />

peripheral lesions and lymph nodes, which is<br />

not always straight-forward,” explains Rex C.W. Yung,<br />

Director of Bronchology and Pulmonary Oncology at<br />

the Johns Hopkins University.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

19


Which way to go<br />

One of the most popular ways to do a minimally invasive<br />

biopsy is bronchoscopy, which involves moving through the<br />

airways using a bronchoscope inserted into the patient’s mouth.<br />

But as advanced imaging detects tiny, more peripheral masses,<br />

doctors are having a harder time navigating the bronchoscope<br />

through the convoluted system of airways that split and branch<br />

off repeatedly – getting ever smaller. Plus, the bronchoscope<br />

can only visualize a few centimeters ahead so it can be difficult<br />

for bronchoscopists to judge where they are in the patchwork<br />

of airways and how best to reach the target area.<br />

“With the scan images, bronchoscopists usually have a<br />

general idea of where they need to go once inside the lungs<br />

but not necessarily how to get there,” explains Luis Gutiérrez,<br />

healthcare researcher at <strong>Philips</strong> <strong>Research</strong>. “It’s like if you were<br />

going to someone’s house for the first time and you know the<br />

city it’s in and have the address, but without knowing how to get<br />

there once arriving in the city, it’s going to be difficult to find it.<br />

“From discussions with bronchoscopists we learned that<br />

during lung biopsies, they are faced with many small airways<br />

that split repeatedly and have to decide which route to take<br />

many times over,” Gutiérrez adds. “Highly specialized doctors<br />

can often find the best route, but for others it may<br />

take many attempts and some may not get there at all.”<br />

Locationally challenged<br />

Because the procedure can be so challenging, the typical<br />

diagnostic yield for lung biopsies of small lesions and lymph<br />

nodes is anywhere from 30-70%, indicative of the challenge<br />

of locating and sampling the small masses. Yet to really<br />

improve patient survival rates, the yield needs to be closer<br />

to the ideal of 100%.<br />

With small-lesion biopsy yields so variable, sometimes doctors<br />

don’t even want to put patients through the stress of the<br />

procedure without a guarantee of success. “It’s a difficult call for<br />

doctors whether or not to even biopsy if the lesion is small or<br />

tough to access,” adds Yung. “Some patients are told to come<br />

back for repeat CT scans and then for a biopsy when the lesion<br />

is larger – not something a patient is keen to hear. It exposes the<br />

patient to more scans and can delay diagnosis and treatment.”<br />

20 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


If only doctors had a better way to visualize or ‛map’ their way<br />

during the biopsy, sampling yields could improve and patients<br />

would clearly benefit. It was a challenge that inspired <strong>Philips</strong><br />

<strong>Research</strong> to come up with a better image-guided biopsy<br />

technique – a biopsy ‛navigator’ of sorts.<br />

Virtual navigation<br />

During the biopsy, the navigator uses PET/CT images<br />

to construct a 3D virtual model of the patient’s lungs and<br />

target lesions to help doctors find their way within the<br />

airways. It's a step up from the current technique that relies<br />

on 2D images.<br />

“It’s like a virtual GPS system with detailed visuals and<br />

highly specialized ‛driving directions’ given in pulmonologist<br />

terminology,” explains Guy Shechter, a healthcare researcher<br />

at <strong>Philips</strong> <strong>Research</strong>. “It has been designed to give doctors a<br />

good idea of where they are, but also where to go next to<br />

reach the target lesion as quickly and easily as possible.<br />

We’re hoping it will help improve biopsy yields so that smaller<br />

lesions can be sampled earlier – giving patients a better chance<br />

to fight the disease.”<br />

Flying blind<br />

With ‛blind’ biopsies – when target lesions are outside the<br />

lung walls and therefore not visible with the bronchoscope<br />

– it’s even more difficult to sample lesions. To overcome this<br />

issue, the researchers have developed a way for the navigator<br />

tool to process and combine CT and PET images to show<br />

these outside lesions as well as the lymph nodes. “During<br />

bronchoscopy, doctors often try to sample the lymph nodes as<br />

well as the lesion to see if the cancer has spread,” explains Yung.<br />

“Being able to perform biopsies on more than one site in one<br />

procedure can reduce time and costs for multiple procedures.”<br />

Another possible use still being researched is whether the<br />

navigator can also help radiologists determine the best biopsy<br />

method – bronchoscopy or percutaneous (the needle-throughthe-skin<br />

technique). When radiologists begin to analyze scan<br />

images and spot a suspicious lesion, there are a number of<br />

different aspects to look at when deciding if a biopsy is<br />

feasible and then choosing between the different methods.<br />

For instance, a lesion may be too small to sample in a biopsy<br />

or too difficult to locate with a certain technique.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

21


In cases that are unclear, the navigator tool can help by<br />

presenting relevant past cases with similar characteristics<br />

(from a large database) and reporting their eventual outcomes.<br />

This smart retrieval process is based on image analysis that<br />

identifies similar cases based on nearly 200 highly specific<br />

physical characteristics compiled from multi-slice chest CT scans.<br />

The information includes how the biopsy went, which method<br />

was chosen, whether the patient tested positive for cancer, the<br />

disease stage, as well as how the treatment went and<br />

the eventual outcome. Additional information like this<br />

could help doctors determine how to proceed.<br />

Although the navigator prototype is currently reserved<br />

for research studies, the potential benefit of a system like<br />

this remains clear: earlier detection of lung cancer will give<br />

patients the best chance of survival.<br />

More<br />

The navigation program displays current real-time bronchoscopic<br />

images (left) and images from the virtual lung navigator model<br />

(right) based on the CT images and the relevant PET/CT data,<br />

which supports targeted placement of the bronchoscope.<br />

Real-time bronchoscopic images.<br />

Virtual lung navigator model based on CT images<br />

and relevant PET/CT data.<br />

For more information, go to www.research.philips.com/password<br />

22 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


y Stuart Cherry Images: Getty Images, iStockphoto<br />

Emotional<br />

technology<br />

Modern life seems to move so much faster than ever before.<br />

Quality time - either alone or with loved ones - is getting<br />

scarce as work and home pressures mount. Technology was<br />

supposed to give us a better work-life balance, yet for many<br />

it’s just led to a feeling of always being ‛on’. But there’s good<br />

news: a new kind of technology might just help us put the<br />

‛quality’ back into quality time.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

23


In the time-crunch era we live in, those few ‛free’<br />

moments we have are now highly prized. When they do<br />

come, we want to relax quickly and leave stress far behind.<br />

We want to enjoy our free time on a deeper, more intense<br />

level. While it might be natural to think that more technology<br />

is not the answer, the latest ideas to come out of ‛emotion<br />

science’ may one day prove this theory wrong.<br />

The concept involves developing technology that can gauge how<br />

we’re feeling and then help us achieve a more relaxed state of<br />

mind. But how can technology understand our emotions? And<br />

how can something so intrinsically human be broken down into<br />

something simple enough for machines to interpret?<br />

In touch with emotions<br />

The answer lies in a branch of science called psychophysiology,<br />

which studies how our emotions and mental processes are<br />

linked to physiological changes in our bodies – like a rapid<br />

heartbeat, faster breathing or even perspiration. These<br />

reactions evolved millions of years ago as part of our basic<br />

‛fight or flight’ response – so they’re common to all of us.<br />

Psychophysiologists have been investigating these physiological<br />

changes since the 1970s. And they’ve developed a number<br />

of different ways to explore our emotions. These include<br />

monitoring changes in heart and breathing rate, measuring<br />

the electrical conductance of skin to assess sweat levels and<br />

using MRI to observe brain activity.<br />

“Psychophysiological signals can tell us a lot about how a<br />

person is feeling,” says Margriet Sitskoorn, Professor of Clinical<br />

Neuropsychology at Tilburg University in the Netherlands.<br />

“And through sensory stimuli, we can influence these signals<br />

and try to enhance the person’s mental or emotional state.<br />

Besides short-term benefits, this could have long-term health<br />

advantages. For instance, prolonged stress is harmful to the<br />

brain and heart, so you can imagine a stress-warning system<br />

that helps you relax when your stress levels are too high.”<br />

Relaxing at home<br />

Recognizing this quality-of-life issue, <strong>Philips</strong> <strong>Research</strong> is<br />

exploring ways to bring the science of emotion into the<br />

household domain through its Sensory Experiences program.<br />

Imagine returning home after a long, tiring commute and your<br />

stereo senses that you’re stressed and then plays your choice<br />

of soothing music. Or the television automatically plays your<br />

favorite funny movie to cheer you up. These are examples<br />

of ways ‛emotion technology’ could eventually play a part in<br />

helping us relax and, hopefully, improve our well-being.<br />

For emotion-based devices to become a reality, physiological<br />

measurements have to be made without disturbing the user.<br />

In the lab, measurements often involve numerous sensors and<br />

wires – sometimes requiring study participants to shave a part<br />

of their skin or be smeared with gel to ensure a good electrical<br />

sensor contact. But that’s clearly not feasible in our living rooms<br />

or as part of the products we carry around with us.<br />

24 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


So the Sensory Experiences team focuses on measurements<br />

that can be made unobtrusively. They’ve developed state-ofthe-art<br />

dry sensors that can measure heart rate and heart rate<br />

variation, respiration and skin conductance – all to accurately<br />

gauge emotions and mental state. The team is also investigating<br />

the use of embedded cameras to capture facial expressions.<br />

A more personal experience<br />

Then there is the challenge of interpreting those signals.<br />

Lab-based scientists work in controlled conditions, taking<br />

a baseline reading and using deviations from that to monitor<br />

changes in emotion. But in a consumer product, the emotionsensing<br />

technology needs to work right out the box without<br />

complicated set-up and calibration procedures – meaning<br />

no baseline measurements.<br />

To do this, <strong>Philips</strong> <strong>Research</strong> is developing smart algorithms<br />

tailored to individuals rather than populations to correct<br />

for the lack of controlled conditions. “Academic scientists<br />

are interested in general trends and averages in the population.<br />

At <strong>Philips</strong>, we’re more interested in how individual people react<br />

so that we can improve the personal experience,” explains<br />

Joyce Westerink, a senior researcher on the program.<br />

Willem Jonker, Head of Lifestyle Experience Solutions at<br />

<strong>Philips</strong> <strong>Research</strong>, adds: “Our aim with Sensory Experiences is<br />

to achieve immersion and relaxation via a deep understanding<br />

of the human mind. Over the past decade there has been<br />

important progress within the academic world in the area<br />

of brain research. And now is the right time to start<br />

integrating this scientific evidence and knowledge into<br />

commercial solutions.”<br />

In the mood<br />

On the emotion-influencing side, <strong>Philips</strong> <strong>Research</strong> is exploring<br />

various stimuli. The use of sound and light to affect emotions<br />

is well established. Most of us are familiar with the emotional<br />

power of music. And the popular <strong>Philips</strong> Ambilight Television<br />

has shown how light patterns can affect people’s emotional<br />

response to onscreen action providing a more immersive<br />

viewing experience.<br />

<strong>Philips</strong> <strong>Research</strong> has also developed prototypes that use<br />

light and music to help people learn how to relax more<br />

efficiently. For example, the ‛Mood and Music Player’ varies<br />

its music output to give users feedback on their excitement<br />

levels and guide them through breathing exercises to reduce<br />

stress. It can also help users concentrate on specific tasks.<br />

Relaxation effects are possible using varying light patterns.<br />

“It’s like having an electronic yoga teacher in your living<br />

room or pocket,” says Hans van Gageldonk, the program’s<br />

lead researcher.<br />

While music and light are helping people relax, touch and<br />

vibration can heighten our emotional responses, such as<br />

the recently announced ‛Emotions Vest’.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

25


It’s a jacket lined with vibration motors, like those in your<br />

cell phone, that add a new level of immersion to movie<br />

watching. The vibrations are synchronized with emotional<br />

scenes in the movie to bring you closer to the characters’<br />

onscreen experiences. It doesn’t imitate punches during fight<br />

scenes but it can send real shivers down your spine during<br />

scary ones. And when tension builds, the jacket mimics<br />

a fast-beating heart.<br />

Feeling the way ahead<br />

The long-term goal is to develop consumer applications<br />

that can both sense our emotions and deliver feedback that<br />

will help us control them, although this ambitious aim is still<br />

years away. But according to Fred Boekhorst, Head of the<br />

Lifestyle program at <strong>Philips</strong> <strong>Research</strong>, the Sensory<br />

Experiences technology is here to stay.<br />

“As a company, one of our main priorities is improving<br />

people’s health and well-being,” he notes. “To this end, we<br />

expect the Sensory Experiences technology to find its way<br />

into a number of applications – from consumer electronics<br />

to sleep improvement solutions and even medical equipment<br />

such as MRI scanners.”<br />

And for those of us struggling to relax more and stress less,<br />

the technology could be the light at the end of a very long,<br />

tiring road.<br />

More<br />

All about feelings<br />

Although the study of emotions dates back many centuries,<br />

psychologists have officially been studying them since the 1970s<br />

and have since created a number of ‛emotion’ models. Perhaps<br />

the most famous is the two-dimensional or ‛circumplex’ model,<br />

developed by James Russell, which breaks emotions into two<br />

components: ‛valence’, (how positive/negative an emotion is)<br />

and ‛activation’ or ‛arousal’ (how excited we become). Identifying<br />

emotions is then a case of determining activation and valence.<br />

Of the two, activation is easier to measure. Many physiological<br />

processes are directly linked to our arousal level, for example<br />

our heart rate, breathing rate or perspiration levels (as measured<br />

through the galvanic skin response). Measuring valence is more<br />

complex. However, many scientists believe it can be done by<br />

combining a number of measurements typically including skin<br />

conductance, heart rate variability and expression recognition.<br />

26 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


Activation<br />

Tense<br />

Jittery<br />

Excited<br />

Ebullient<br />

Pinpointing specific emotions is still a distant dream but<br />

the technology is moving in that direction. Westerink notes:<br />

“We can already do some amazing things with the very<br />

little emotion information available.”<br />

Displeasure<br />

Upset<br />

Distressed<br />

Sad<br />

Gloomy<br />

Elated<br />

Happy<br />

Serene<br />

Contented<br />

Pleasure<br />

Tired<br />

Lethargic<br />

Placid<br />

Calm<br />

For more information, go to www.research.philips.com/password<br />

Circumplex model<br />

Deactivation<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

27


Did you know...<br />

Rain or shine<br />

Weather sites are the second most popular category<br />

of websites, after email sites, visited by people who access<br />

the Internet via their phone in the US.<br />

25% by 2020<br />

It’s estimated that emergency<br />

department visits could grow 25%<br />

to 20.2 million in the US by 2020.<br />

DIY energy<br />

Surprisingly, Kenya is the global leader in the number of<br />

solar power systems installed per capita. More than 30,000<br />

small household solar panels, each producing anywhere<br />

from 10-100 watts, are sold in the country each year.<br />

In 2008, Swiss teacher and adventurer Louis Palmer<br />

completed the first round-the-world journey in<br />

a fully solar-powered car. The 32,000-mile journey<br />

began in Switzerland and took him through<br />

38 countries over 17 months.<br />

28 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


Happy Danes<br />

According to the world’s first ‛happiness’ map –<br />

developed by psychologists at the University of<br />

Leicester in the UK – Denmark has the happiest<br />

residents, followed by Switzerland, Austria, Iceland<br />

and the Bahamas. The US came in at number 23, the<br />

UK at 41 and Burundi last at 178. Countries with good<br />

access to healthcare and education came out on top.<br />

Thrill of creativity<br />

“Happiness is not in<br />

the mere possession of money;<br />

it lies in the joy of achievement,<br />

in the thrill of creative effort.”<br />

Franklin D. Roosevelt, the 32nd president of the United States<br />

Feelings first<br />

Coming in eighth in the same study<br />

was the tiny kingdom of Bhutan,<br />

whose former king coined the term<br />

‛Gross National Happiness’ in reference<br />

to the government’s top priority.<br />

Mood over money<br />

A BBC (British Broadcasting Corporation)<br />

poll found that 81% of the British population<br />

think their government should focus on making<br />

people happier rather than wealthier.<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

29


y Brandy Vaughan Images: Zero40 studios<br />

The personal side<br />

of technology<br />

Not many of us are fortunate enough to do something we<br />

love everyday and get paid for it. But Jettie Hoonhout is.<br />

As a senior scientist for the Smart Kitchen Life project at<br />

<strong>Philips</strong> <strong>Research</strong>, Jettie Hoonhout combines her background<br />

in psychology and her love of food with a passion for making<br />

technology more personal and enjoyable. It’s the idea that<br />

quality-of-life can actually be improved with the right kind of<br />

technology that motivates her to do what she does everyday.<br />

Here are the details.<br />

Describe what you’re currently<br />

working on.<br />

I’m working on the Smart Kitchen Life<br />

project, which explores ways to support<br />

people with things pertaining to food,<br />

such as food preparation, nutrition and<br />

taste. One main focus is finding ways to<br />

help people adopt and maintain healthier<br />

lifestyles. There are many people who<br />

would like to change their eating habits<br />

for the better. Often, they’re worried<br />

about their health, weight and/or fitness<br />

levels – or that of family – but don’t know exactly how to make<br />

these important changes. So in this project we combine the<br />

latest insights in nutrition science and psychology (for example<br />

how to increase people’s motivation and compliance)<br />

with a range of <strong>Philips</strong> technologies to develop products that<br />

help people make healthier choices in their everyday lives.<br />

How is your background in psychology helpful?<br />

Before we can develop a new technology that involves food<br />

or eating – something that people usually feel quite strongly<br />

about – we have to interact with people to find out what<br />

they want and would appreciate.<br />

People naturally have a strong<br />

emotional connection to food. Most<br />

people love food – but not always<br />

healthy food. So when trying to help<br />

people adopt a healthier lifestyle, it can<br />

be a sensitive area. We need to look at<br />

research on changing habits and how<br />

best to help motivate people to make<br />

the changes on their own and feel good<br />

about it – this is where my psychology<br />

background comes into play.<br />

My role also involves presenting product ideas and seeing how<br />

people react to the product based on their family situation,<br />

history, eating habits and preferences. Then we find ways to<br />

improve the product or technology based on their feedback.<br />

30 <strong>Password</strong> <strong>June</strong> <strong>2009</strong>


Why is it important to consider the human aspect<br />

when developing technology?<br />

<strong>Philips</strong>’ mission states that we aim to improve people’s lives<br />

through meaningful products and technology. So we always<br />

start with the question: how can this improve quality of life?<br />

And to answer this we need to directly involve people who<br />

may use the product. We need to understand them and their<br />

lives, what drives them and what<br />

makes sense to them.<br />

The product could be absolutely<br />

brilliant from a technology<br />

perspective but, for most consumers,<br />

that doesn’t matter. If it doesn’t meet<br />

their needs and make their lives<br />

better in some way, then it won’t be<br />

a success. For instance, in the kitchen<br />

people want to feel empowered so<br />

it’s important that any technology<br />

or product we develop enhances<br />

their experience, not complicates it. People also want to<br />

stay involved in the process so we have to take that into<br />

account as well. And since people usually have an emotional<br />

connection to food and eating, it’s important to delve into<br />

“To ensure a<br />

technology best<br />

fits people’s lives,<br />

it’s important<br />

to consider the<br />

human aspect.”<br />

the psychological aspects to ensure the technology best fits<br />

their lives. Just looking at it from a technology point-of-view<br />

won’t work. The human aspect needs to be considered.<br />

What motivates you to come to work every day?<br />

It’s simple: I love what I do. I really enjoy working on projects<br />

that explore how technology can help people do things in<br />

a better and more enjoyable way,<br />

especially when it involves something<br />

that’s such a huge part of our daily<br />

lives – food. And when I see how<br />

excited people are about our project,<br />

it inspires me.<br />

I also love the creative energy that<br />

surrounds the project. I strongly<br />

believe in the power of synergy<br />

when bringing together people with<br />

different backgrounds – in most cases<br />

one plus one equals much more than<br />

two! And, of course, I love cooking and eating. Sorry if this<br />

sounds like a sales pitch, but I really do have a great job!<br />

For more information, go to www.research.philips.com/password<br />

<strong>Password</strong> <strong>June</strong> <strong>2009</strong><br />

31

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