+ Password Issue 35 - June 2009 - Philips Research
+ Password Issue 35 - June 2009 - Philips Research
+ Password Issue 35 - June 2009 - Philips Research
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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 />
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