Problem 1: The results revealed that consumers across various countries seek simple technology, i.e., 'technology without hassles'. In this background, how did Philips utilize its technological strength to connect with the customer?
Problem 2: "New products, new services, new solutions, business creation, strategy, research, brand architecture, contact with customers - everything must be driven by the brand positioning." What internal changes did Philips initiate, to link its processes with the theme of 'Sense and Simplicity'?