all right so we're at IFA 2018 and obviously Philips has introduced a few
products - can you tell us a little bit about what .. well let me start by asking
you a question; so how many hours of sleep do you need at night? I would say
about eight hours. like to feel refreshed? to feel refreshed - I didn't sleep that much
last night I don't feel so refreshed. and you need eight hours? eight to nine.
yeah, eight to nine. now how many hours do you get usually? if my son cooperates
nine, eight to nine. you will get eight to nine. do you ever have days that you
don't get that? yeah. okay, and what about you, how many do you usually get? the seven to eight.
so about an hour less? yeah. so that's pretty typical story I mean I think most
of us know what we need and we often get less and we tired to try to catch up on
the weekends you actually can catch up on the weekends but we have a product
that we came out with that's designed for people in the twenty five to fifty
year old range who are not getting what they know they need to feel refreshed.
yeah, so it might work for both of you guys. so this is smart sleep this is a
headband that you wear to help improve the quality of your sleep, it's really
got three components that I'd like to show you. so this is an EEG sensor it
senses brainwaves you can tell you what stage of sleep you're in. this is the power
unit, okay and it stores some of the data and then you've got headphones in
here. it's all in the very soft casing. I'll show you what it looks like when
you wear it, this although also by the way is also for EEG for a reference
point when you have that reference point for that EEG you can really detect
brainwaves and you put that on the what they call the mastoid like
right behind your ear. so just goes on like this
this clips on to the sensor right behind your ear yeah this the headphones go
over your ears. you can feel them they're soft and then the
EEG sensor goes right here, press the button, turns on. that's it. and
it's comfortable to sleep. yeah I mean like anything it takes a little
getting used to - yeah but it's totally comfortable after a couple
of days. yeah and how long does it go with battery?
you charge it every morning, yeah and when you plug it in and charge it you
can sync it with the app and get your data immediately. and there are multiple
stages of sleep that you go through naturally when you sleep we can break it
into three stages to make it simple there's REM sleep which is mostly a
second half of the night that's dreaming and then there are two kinds of non REM
sleep there's light stages 1 & 2 that happens throughout tonight and
then there's deep or slow-wave sleep stages 3 & 4 that happens mostly in the
first half of the night. ok so we now over the past decade or two have learned
in sleep that slow-wave sleep is critical to feeling refreshed during the
day it's critical to cognitive functioning it's critical to mood so
when I wake when I don't get enough sleep I'm irritable I don't know about
you and 2 what we call executive functions these higher order cognitive
functions including the ability to inhibit like a response to a
stressful situation some of that irritability so what we do is we detect
when you naturally go into slow-wave sleep yeah and we deliver natural
tones in your ear okay one twentieth of a second you won't even hear them but
those tones help synchronize your slow-wave and boost the amplitude of
that wave so you get a higher wave you get more slow wave sleep and if you're
sleeping less but you get more slow wave sleep you'll wake up feeling better. so it's
quality not quantity? exactly I could have said it that easily.
and if I may ask like have you tested this and has it been
statistically significant? yeah so this first of all is based the concept is
based on several years of research that has been done
not by us but by other academicians I'm an academic researcher too but I haven't done
those studies and it's been published in top-tier journals so we know this is
really sound science we've also tested it with our product and we absolutely
see a boost in slow-wave sleep yeah and we've started we have launched this in a
very limited launch in the United States they're about 500 out there and we see I
think it's like 96% of the people say they wake up you know they give it more
than four stars and on you know other ratings and 70% say they wake up feeling
more refreshed. now this is a little bit of an issue because you have to
compare it to when you're gonna get if say I get six hours yeah and I use it I
might not wake up feeling like I got 9 yeah but I wake up better than I felt if
I got 6 without it without it ok yeah and I use it myself. so this product is
essentially for people to help improve the quality of sleep - absolutely to help you be
more ready for the day are there also other sleep disorders that you're
treating with this or do you have other products like for sleep apnea? yes we have a whole
series of products for sleep apnea, yeah and we've been you know we've been in
that business, very big in that business for nearly 40
years. so we are one of the market leaders in treating sleep apnea and I
personally have brought a lot of the psychology around engagement to that
product which has improved adherence to that product. this is designed for the
people who are by choice restricting their sleep and we're building other
products to help with other sleep disorders because there are a whole lot
of them. and all this is connected also with an app I'm assuming so you could get
insight into your sleeping patterns. it's a great it's a great point because you
know the other thing we don't want people to do the best treatment for not
getting enough sleep it's just to get more sleep, right. so in
this app we help coach you to getting that better sleep through extending your
sleep time and through getting better quality sleep.
and are you seeing any kind of use cases for it to be connected with other
Philips products like Philips Hue for example and those kinds of products? yeah
so we you know we're seeing potential to be connected to things like our wake up
light, to be connected to other products like that and as we come out with other
products we're absolutely going to be thinking about every user experience, you
know, if you have two sleep products from Philips in your house and it makes sense
to connect them we're gonna be on top of that. and what are we looking at in terms
of retail pricing and this is 399 right now it's a limited launch in the United
States but we're ramping up like I said we have about 500 out there. I think you
know pretty soon we'll have up to 2,000 out there so we're getting ramped up and
it's gonna be in the fourth quarter it's gonna be launched in a limited launch in
DACH. may I ask why is it a limited launch? you know I think this is
the first time we're in this part of the like the more the consumer sleep
business we wanna make sure we do it the right way and we're using we're getting
ambassadors for our products so that we have good relationships with those
ambassadors and we iterate on the product to make it best for the user. so
thanks Mark for your tips and I guess we'll sleep on it. all right you've been
awake and we've been DHRME
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