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Extended-form Case Study

From CRT to smart TV: a smooth transition?

Published on January 31, 2023   14 min

A selection of talks on Strategy

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0:00
I'm Shahid Zaki, I was the CEO of Philips Pakistan and I was responsible for launching this plasma TV in Pakistan. This case study is on how did we move from CRT to Smart TV, the transition and its positioning in the market.
0:37
Philips is a Dutch multinational corporation and was headquartered in the Netherlands. Previously, the office was in Eindhoven, now they have moved to Amsterdam and it was one of the largest electronic companies in the world, but is currently, when we talk about 2023, it is focused in the area of health technology, having divested its other division. One of the divisions Philips had was consumer electronics, where Philips had a strong presence in sound and vision in 1995. They used to market and sell CRT TV.
1:21
The CRT TV was invented 75 years ago. From 1995, there were a number of improvements which happened in the CRT TV itself. Now what is a CRT TV? During these 75 years, the majority of televisions have been built around the same technology. CRT implies cathode ray tubes. So in a CRT television, a gun fires a beam of electrons inside a large glass tube. The electrons excite phosphorus atoms along the screen, which causes the phosphorus atoms to light up. The television image is produced by lighting up different areas of the phosphorus coating with different colors at different intensity.