Netherlands-based Royal Philips describes itself as a diversified health and well-being company, focusing on improving people’s lives through providing innovation in the areas of Healthcare, Consumer Lifestyle and Lighting.
In 2014, Philips Egypt launched, in partnership with Shell, a solar lighting project which enhances the usage of solar lighting systems in homes. The project is a part of the Light Center project adopted by Philips that involves the installation of 100 light centres across rural Africa by 2015, with projects already inaugurated in Egypt, Morocco, Ghana, Kenya, and South Africa.
Daily News Egypt sat with Tamer Abol Ghar, CEO of Philips North East Africa, to identify the company’s plans in 2015.
What are Philips’ projects in 2015?
In 2015 we will continue to invest in a local talent pipeline to be more locally relevant and bring appropriate propositions to the Egyptian market. Our commitments to 2015 include:
- Continuing to invest in building the Philips brand equity and brand awareness among the Egyptian population
- Continuing to be the partner of choice for B2B/ B2G stakeholders and to build vital infrastructure across Egypt in the healthcare and lighting sector
- Looking at opportunities for local manufacturing investments
What will be your areas of focus?
Philips will also be introducing its latest LED and solar lighting innovations across Egypt. As the number 1 LED lighting company in the world, Philips is proving technology and solutions to bring in safety, security, and city beautification while reducing energy consumption through the advances being made in the efficiency and beauty of Philips LED solutions.
The latest Philips LED lighting innovations will provide completely new opportunities to policy makers and the government to enhance city beautification and at the same time contribute to energy saving. Examples of some of the work undertaken in 2014 include projects like the Baron Palace, Cairo Tower, El Galaa Bridge, etc.
Another focus for us will be engaging in dialogue with the government and other stakeholders on the concept of ‘liveable cities’, which Philips has been promoting for the past couple of years. This relates to how lighting can contribute to making a city liveable; new low energy LED lighting offers greater safety and security on the streets, a greater attraction for tourists and other visitors of Egypt’s amazing cultural heritage, and greater productivity in offices and factories due to better quality lighting.
New Lighting technology can also help increase educational standards as research in Europe has shown that better lighting does have a direct impact on improving student performance in a classroom. New Lighting also offers increased sporting opportunities at night for young people.
What are your demands from the government in 2015?
At Philips, we are committed to the Egyptian market and we look forward to an encouraging business environment, a stable political situation with fast economic recovery, and this justifies our close cooperation with the government as a key component in our operations. Philips has been cooperating with Egypt’s Ministry of Health to improve the quality of the healthcare workforce through access to education, sharing of best practices and collaborations with leading university hospitals across Egypt.
Philips can make a difference by listening to the Ministry of Health and the local market needs and adapting Philips’ solutions and innovations to ensure Egyptians have access to quality cardiovascular care throughout the country. Philips has signed a Memorandum of Understanding (MoU) to be a sponsor of the Stent For Life Initiative (SFL) in Egypt, to collaborate on bringing in awareness and innovations to address cardiovascular diseases (CVDs), specifically coronary heart disease.
For lighting, we require updated local specifications matching the international standards for local tenders in order to provide highly efficient products to the Egyptian people
What are the challenges you are expecting to face in 2015?
As a result of our solid presence in the Egyptian market, Philips has a comprehensive understanding of the complexities of the Egyptian market. As part of the Egyptian market, Philips is aware of the key challenges facing Egypt today like energy-efficient lighting and the revitalisation of healthcare infrastructure.