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This case study explains how Philips Lighting has been able to stand defiant as competition intensifies and overcome some of the current smart tech adoption barriers through a renewed strategy based on consumer feedback.


  • Philips Lighting has reinforced its value-based pricing strategy to compete with established and emerging market participants.
  • Philips Lighting is offering multiple user interfaces to overcome current adoption barriers in terms of access.

Features and Benefits

  • Explains why Philips Lighting continues to bet on its open ecosystem of partners and developers.
  • Assesses how Philips Lighting has established a premium pricing strategy for Philips Hue.

Key questions answered

  • How has Philips Lighting upgraded its strategy to secure a leading position in the market?
  • How has Philips Lighting removed current adoption barriers around user interfaces?

Table of contents


  • In brief
  • Ovum view

Philips Lighting upgrades its strategy to secure a leading position in the smart lighting market

  • Setting the business context
  • Bringing the strategy to life
  • Outcome assessment


  • Methodology
  • Further reading
  • Author

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