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<SEC-DOCUMENT>0001156973-04-001024.txt : 20040917
<SEC-HEADER>0001156973-04-001024.hdr.sgml : 20040917
<ACCEPTANCE-DATETIME>20040917062029
ACCESSION NUMBER:		0001156973-04-001024
CONFORMED SUBMISSION TYPE:	6-K
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20040917
FILED AS OF DATE:		20040917
DATE AS OF CHANGE:		20040917

FILER:

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			KONINKLIJKE PHILIPS ELECTRONICS NV
		CENTRAL INDEX KEY:			0000313216
		STANDARD INDUSTRIAL CLASSIFICATION:	ELECTRONIC & OTHER ELECTRICAL EQUIPMENT (NO COMPUTER EQUIP) [3600]
		IRS NUMBER:				000000000
		STATE OF INCORPORATION:			P7
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		6-K
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-05146-01
		FILM NUMBER:		041034845

	BUSINESS ADDRESS:	
		STREET 1:		BREITNER CENTER
		STREET 2:		AMSTELPLEIN 2
		CITY:			AMSTERDAM
		STATE:			P7
		ZIP:			1096 BC
		BUSINESS PHONE:		31 20 59 77777

	MAIL ADDRESS:	
		STREET 1:		BREITNER CENTER
		STREET 2:		AMSTELPLEIN 2
		CITY:			AMSTERDAM
		STATE:			P7
		ZIP:			1096 BC

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	PHILIPS ELECTRONICS N V
		DATE OF NAME CHANGE:	19930727

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	PHILIPS NV
		DATE OF NAME CHANGE:	19910903
</SEC-HEADER>
<DOCUMENT>
<TYPE>6-K
<SEQUENCE>1
<FILENAME>u47859e6vk.htm
<DESCRIPTION>PHILIPS 6-K
<TEXT>
<HTML>
<HEAD>
<TITLE>PHILIPS 6-K</TITLE>
</HEAD>
<BODY bgcolor="#FFFFFF">
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<DIV style="font-family: 'Times New Roman',Times,serif">


<P align="right" style="font-size: 10pt"><B>2004 - 6</B>


<P align="center" style="font-size: 14pt">SECURITIES AND EXCHANGE COMMISSION

<P align="center" style="font-size: 12pt">Washington, D.C.

<DIV align="center" style="font-size: 12pt">20549<br>
<HR size="1" noshade width="10%" align="center"></DIV>


<P align="center" style="font-size: 18pt"><B>FORM 6-K</B>


<P align="center" style="font-size: 12pt"><B>REPORT OF FOREIGN ISSUER</B>



<P align="center" style="font-size: 12pt">Pursuant to Rule&nbsp;13a-16 or 15d-16 of the<BR>
Securities Exchange Act of 1934



<P align="center" style="font-size: 10pt">For the period commencing
July&nbsp;14, 2004 through September&nbsp;17, 2004



<P align="center" style="font-size: 10pt"><HR size="1" noshade width="10%" align="center">


<P align="center" style="font-size: 24pt"><B>KONINKLIJKE PHILIPS ELECTRONICS N.V.</B>

<P align="center" style="font-size: 10pt"><HR size="1" noshade width="15%" align="center">
<DIV align="center" style="font-size: 10pt">(Name of registrant)</DIV>



<P align="center" style="font-size: 10pt">Breitner Center, Amstelplein 2, 1096 BC Amsterdam, The Netherlands



<P align="center" style="font-size: 10pt"><HR size="1" noshade width="25%" align="center">


<DIV align="center" style="font-size: 10pt">(Address of principal executive offices)</DIV>



<P align="center" style="font-size: 10pt">Name and address of person authorized to receive notices<BR>
and communications from the Securities and Exchange Commission:



<P align="center" style="font-size: 10pt">A. Westerlaken<BR>
Koninklijke Philips Electronics N.V.<BR>
Amstelplein 2<BR>
1096 BC Amsterdam &#150; The Netherlands



<P align="center" style="font-size: 10pt">&nbsp;
</DIV>

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<DIV style="font-family: 'Times New Roman',Times,serif">




<P align="left" style="margin-left: 0%; text-indent: 0%; margin-right: 0%; font-size: 10pt">This
report comprises a copy of the press releases entitled:


<P>
<TABLE width="100%" border="0" cellpadding="0" cellspacing="0" style="font-size: 10pt">

<TR valign="top" style="font-size: 10pt; color: #000000; background: transparent">
    <TD width="1%" nowrap align="right">-</TD>
    <TD width="1%">&nbsp;</TD>
    <TD>&#147;LG.Philips LCD completes pricing of initial public
offering&#148;, dated July&nbsp;15, 2004;</TD>
</TR>

<TR>
    <TD colspan="5">&nbsp;</TD>
</TR>

<TR valign="top" style="font-size: 10pt; color: #000000; background: transparent">
    <TD width="1%" nowrap align="right">-</TD>
    <TD width="1%">&nbsp;</TD>
    <TD>&#147;Nasa selects Philips&#146;, advanced MIFARE DESFire
contactless smart card chip technology to meet its secure facility
access needs&#148;, dated July&nbsp;27, 2004;</TD>
</TR>

<TR>
    <TD colspan="5">&nbsp;</TD>
</TR>

<TR valign="top" style="font-size: 10pt; color: #000000; background: transparent">
    <TD width="1%" nowrap align="right">-</TD>
    <TD width="1%">&nbsp;</TD>
    <TD>&#147;NAVETEQ announces pricing of initial public offering of
common stock&#148;, dated August&nbsp;6, 2004;</TD>
</TR>

<TR>
    <TD colspan="5">&nbsp;</TD>
</TR>

<TR valign="top" style="font-size: 10pt; color: #000000; background: transparent">
    <TD width="1%" nowrap align="right">-</TD>
    <TD width="1%">&nbsp;</TD>
    <TD>&#147;Philips and Samsung join forces for the development of
new mobile devices based on Near Field Communication (NFC)&#148;,
dated August&nbsp;31, 2004;</TD>
</TR>

<TR>
    <TD colspan="5">&nbsp;</TD>
</TR>

<TR valign="top" style="font-size: 10pt; color: #000000; background: transparent">
    <TD width="1%" nowrap align="right">-</TD>
    <TD width="1%">&nbsp;</TD>
    <TD>&#147;China fastest growing market for Philips&#148;, dated
September&nbsp;3, 2004;</TD>
</TR>

<TR>
    <TD colspan="5">&nbsp;</TD>
</TR>

<TR valign="top" style="font-size: 10pt; color: #000000; background: transparent">
    <TD width="1%" nowrap align="right">-</TD>
    <TD width="1%">&nbsp;</TD>
    <TD>&#147;Philips realigns around brand promise&#148;, dated
September&nbsp;13, 2004.</TD>
</TR>

</TABLE>


<P align="center" style="font-size: 10pt">&nbsp;
</DIV>

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<P><TABLE width="100%" border="0" cellpadding="0" cellspacing="0" style="font-size: 10pt">



</TABLE>


<P align="left" style="margin-left: 0%; text-indent: 0%; margin-right: 0%; font-size: 10pt">Pursuant to the requirements of the Securities Exchange Act of 1934, the
registrants have duly caused this report to be signed on their behalf, by the
undersigned, thereunto duly authorized at Amsterdam, on the 17th day
of September 2004.


<P align="center" style="font-size: 10pt"><B>KONINKLIJKE PHILIPS ELECTRONICS N.V.</B>



<P align="center" style="font-size: 10pt">/s/ G.J. Kleisterlee<BR>
<B>G.J. Kleisterlee</B><BR>
(President,<BR>
Chairman of the Board of Management)



<P align="center" style="font-size: 10pt">/s/ J.H.M. Hommen<BR>
<B>J.H.M. Hommen</B><BR>
(Vice-Chairman of the Board of Management<BR>
and Chief Financial Officer)



<P align="center" style="font-size: 10pt">&nbsp;
</DIV>

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<P align="left" style="font-size: 10pt"><B>Thursday, July&nbsp;15, 2004</B>


<P align="left" style="font-size: 10pt"><B>LG.Philips LCD completes pricing of initial public offering</B>


<P align="left" style="font-size: 10pt">Amsterdam, The Netherlands &#151; LG.Philips LCD announced today the pricing of its
initial public offering at USD15.00 per American Depositary Share (&#147;ADS&#148;) and
KRW34,500 per share of common stock (&#147;Share&#148;). Each ADS represents one half of
a Share.


<P align="left" style="font-size: 10pt">The initial public offering comprises 33,600,000 primary Shares, and
furthermore LG.Philips LCD has granted the underwriters an option to purchase
up to an additional 3,744,000 Shares to cover over-allotments. As a result of
the initial public offering, the interests of LG Electronics Inc. and Royal
Philips Electronics N.V. (NYSE: PHG, AEX: PHI) in LG.Philips LCD will both be
reduced from 50.0% to 44.8% or, if the underwriters&#146; over-allotment option is
exercised in full, to 44.3%.


<P align="left" style="font-size: 10pt">LG Electronics Inc. and Royal Philips Electronics N.V.will not be selling any
shares in this offering. Philips expects to book a non-operating dilution gain
from the value of its holding in LG.Philips LCD of approximately EUR 95&nbsp;million
in its third quarter results, or EUR 104&nbsp;million if the underwriters&#146;
over-allotment option is exercised in full.


<P align="left" style="font-size: 10pt">A copy of the prospectus relating to the offering may be obtained from Morgan
Stanley at 1585 Broadway, New York, NY 10036, from UBS Investment Bank at 299
Park Avenue, New York, NY 10171 or from LG Investment &#038; Securities at West
Tower, LG Twin Towers, 20 Yoido-dong, Youngdungpo-gu, Seoul 150-721, Republic
of Korea.



<P align="left" style="font-size: 10pt"><B>About Royal Philips Electronics</B>


<P align="left" style="font-size: 10pt"><I>Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of
the world&#146;s biggest electronics companies and Europe&#146;s largest, with sales of
EUR 29&nbsp;billion in 2003. It is a global leader in color television sets,
lighting, electric shavers, medical diagnostic imaging and patient monitoring,
and one-chip TV products. Its 165,600 employees in more than 60 countries are
active in the areas of lighting, consumer electronics, domestic appliances,
semiconductors, and medical systems. News from Philips is located at
www.philips.com/newscenter.</I>



<P align="left" style="font-size: 10pt"><B>Safe harbour statement</B>


<P align="left" style="font-size: 10pt"><I>This release may contain certain forward-looking statements with respect to the
financial condition, results of operations and business of Philips and certain
of the plans and objectives of Philips with respect to these items. By their
nature, forward-looking statements involve risk and uncertainty because they
relate to events and depend on circumstances that will occur in the future and
there are many factors that could cause actual results and developments to
differ materially from those expressed or implied by these forward-looking
statements.</I>



<P align="center" style="font-size: 10pt">1
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<P align="left" style="font-size: 10pt"><B>Tuesday, July&nbsp;27, 2004</B>


<P align="left" style="font-size: 10pt"><B>NASA selects Philips&#146; advanced MIFARE DESFire contactless smart card chip
technology to meet its secure facility access needs</B>


<P align="left" style="font-size: 10pt">Eindhoven, The Netherlands, July&nbsp;27, 2004 &#150; Royal Philips Electronics (NYSE:
PHG, AEX: PHI) today announced that the National Aeronautics and Space
Administration (NASA)&nbsp;has selected Philips&#146; advanced MIFARE&#174; DESFire
contactless chip technology to enable secure smart card access to its
facilities


<P align="left" style="font-size: 10pt">Compliant with the United States government&#146;s Government Smart Card
Interoperability Specification (GSC-IS) standard, Philips&#146; chip technology is
being incorporated into smart cards deployed to agency employees and
contractors for immediate identity authentication. Other government agencies,
such as the U.S. Department of Interior, are also implementing physical access
systems compliant with the GSC-IS interoperability specification. Philips&#146;
MIFARE DESFire V0.6 is the first chip solution currently compliant with this
specification


<P align="left" style="font-size: 10pt">In partnership with smart card system integrator MAXIMUS, NASA is the latest
federal agency to move from low-frequency (125Khz) to industry-standard ISO
14443 technology for increased interoperability based on GSC-IS. Different
agencies using a GSC-IS compliant physical access system based on the secure
MIFARE DESFire will have the option to allow each other&#146;s physical access cards
to work in different secure areas, further enhancing inter-agency collaboration


<P align="left" style="font-size: 10pt">A field trial is planned at the Marshall Space Flight Center in Alabama this
summer, with potential expansion to 2,000 employees. If the trial is successful
and approval is secured from the Office of Management and Budget, NASA plans to
deploy more than 100,000 smart cards before the end of the 2005 fiscal year.
This number includes cards for contractors and government employees


<P align="left" style="font-size: 10pt">&#147;Security is at the forefront of concern for our government customers today,&#148;
said Jeremy Grant, vice president, enterprise solutions, MAXIMUS. &#147;Agencies do
not want to invest in systems that will not be interoperable. Through our
partnership with NASA and Philips we are developing advanced smart card access
control systems that will be able to work seamlessly with other federal
department and agency facilities following the GSC-IS.&#148;


<P align="left" style="font-size: 10pt">&#147;Philips&#146; proven MIFARE DESFire offers a secure and cost-effective solution for
high volume use,&#148; explained Jan-Willem Reynaerts, general manager for market
sector Transport and Logistics at Philips Semiconductors. &#147;As the provider of
the first GSC-IS compliant chip solution, Philips continues to be a leading
innovator in the contactless smart card market, and demonstrated proponent of
open standards.&#148;


<P align="left" style="font-size: 10pt">MIFARE is a registered trademark of Koninklijke Philips Electronics N.V.



<P align="left" style="font-size: 10pt"><B>About Philips&#146; MIFARE DESFire</B>


<P align="left" style="font-size: 10pt"><I>Philips&#146; MIFARE DESFire provides a convenient, multi-functional smart card
silicon solution ideal for mobility, identity and e-government schemes. The
chip&#146;s core characteristics &#150; Fast, Innovative, Reliable, and sEcure, as noted
in the &#147;Fire&#148; part of its name &#150; are supported by a unique combination of
flexible memory organization structure alongside impressive high data
transaction rates, making it ideal for secure contactless services.</I>



<P align="center" style="font-size: 10pt">2
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<P align="left" style="font-size: 10pt"><B>About Royal Philips Electronics</B>


<P align="left" style="font-size: 10pt"><I>Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of
the world&#146;s biggest electronics companies and Europe&#146;s largest, with sales of
EUR 29&nbsp;billion in 2003. With activities in the three interlocking domains of
healthcare, lifestyle and technology and 165,600 employees in more than 60
countries it has market leadership positions in medical diagnostic imaging and
patient monitoring, color television sets, electric shavers, lighting and
silicon system solutions. News from Philips is located at
www.philips.com/newscenter.</I>


<P align="left" style="font-size: 10pt"><B>For further information:</B>


<P align="left" style="font-size: 10pt">Christine Kao<BR>
Asia Pacific<BR>
Tel.: &#043;886 2 3789 2821<BR>
Email: christine.kao@philips.com


<P align="left" style="font-size: 10pt">Ria Kos<BR>
Europe<BR>
Tel.: &#043;31 40 273 7649<BR>
Email: ria.kos@philips.com


<P align="left" style="font-size: 10pt">Paul Morrison<BR>
Tel.: &#043;1 408 474 5065<BR>
Email: paul.morrison@philips.com



<P align="center" style="font-size: 10pt">3
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<P align="left" style="font-size: 10pt"><B>Friday, August&nbsp;06, 2004</B>


<P align="left" style="font-size: 10pt"><B>NAVTEQ announces pricing of initial public offering of common stock</B>


<P align="left" style="font-size: 10pt">Amsterdam, The Netherlands &#150; NAVTEQ Corporation today announced the initial
public offering of 40&nbsp;million shares of NAVTEQ common stock at a price of US$
22.00 per share. NAVTEQ&#146;s common stock will be listed on the New York Stock
Exchange under the symbol &#147;NVT.&#148;


<P align="left" style="font-size: 10pt">All of the shares included in this offering are being sold by Philips Consumer
Electronic Services B.V. &#151; a wholly-owned subsidiary of Royal Philips
Electronics (&#147;Philips&#148;) (NYSE: PHG, AEX: PHI) &#151; and NavPart&nbsp;I B.V. (&#147;NavPart&#148;),
NAVTEQ&#146;s principal stockholders. In addition, the selling stockholders have
granted the underwriters a 30-day option to purchase up to an additional 6
million shares of common stock to cover over-allotments, if any. Because all of
the shares included in this offering are being sold by existing NAVTEQ
stockholders, they will receive all of the net proceeds from the sale of the
shares.


<P align="left" style="font-size: 10pt">As a result of the initial public offering, the interest of Philips in NAVTEQ
will be reduced from approximately 83.5% to 41.2% or, if the underwriters&#146;
over-allotment option is exercised in full, to approximately 34.8%. Philips
expects to book in its third quarter results a gain on the sale of shares of
approximately EUR 552&nbsp;million, or approximately EUR 664&nbsp;million if the
underwriters&#146; over-allotment option is excercised in full. Furthermore, subject
to a put-call arrangement between Philips and NavPart, Philips is expected to
purchase 2,580,430 NAVTEQ shares during the course of the third quarter. This
will subsequently increase Philips&#146; holding in NAVTEQ by approximately 2.9%.


<P align="left" style="font-size: 10pt">&#147;Together with our partners and management the company has developed a track
record of performance in the digital navigation market. NAVTEQ is now an
independent company and our shareholders will benefit from a gradual and
orderly reduction in this holding,&#148; said Jan Hommen, Vice Chairman and CFO of
Royal Philips Electronics. &#147;The proceeds from this transaction will be used for
general corporate purposes.&#148;


<P align="left" style="font-size: 10pt">After the offering, NAVTEQ will have 87,621,435 common shares outstanding.


<P align="left" style="font-size: 10pt">The common stock offering may be made only by means of prospectus, copies of
which may be obtained by contacting:


<P align="left" style="font-size: 10pt">Credit Suisse First Boston
LLC Prospectus Department<BR>
Eleven Madison Avenue, Level 1B<BR>
New York, NY 10010<BR>
212.325.2580<BR>


<P align="left" style="font-size: 10pt">Merrill Lynch &#038; Co.<BR>
4 World Financial Center<BR>
New York, NY 10080<BR>
212.449.1000


<P align="left" style="font-size: 10pt">A registration statement relating to these securities was declared effective by
the Securities and Exchange Commission on August&nbsp;5, 2004. This press release
shall not constitute an offer to sell or the solicitation of an offer to buy,
nor shall there be any sale of these securities in any state or jurisdiction in
which such offer, solicitation or sale would be unlawful prior to registration
or qualification under the securities laws of any such state or jurisdiction.



<P align="left" style="font-size: 10pt"><B>About Royal Philips Electronics</B>


<P align="left" style="font-size: 10pt"><I>Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of
the world&#146;s biggest electronics companies and Europe&#146;s largest, with sales of
EUR 29&nbsp;billion in 2003. With activities in the three interlocking domains of
healthcare, lifestyle and technology and 165,600 employees in more than 60 countries it has market leadership positions
in medical diagnostic imaging and patient monitoring, color television sets,
electric shavers, lighting and silicon system solutions. News from Philips is
located at www.philips.com/newscenter.</I>



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<P align="left" style="font-size: 10pt"><B>Safe harbour statement</B>


<P align="left" style="font-size: 10pt"><I>This release may contain certain forward-looking statements with respect to the
financial condition, results of operations and business of Philips and certain
of the plans and objectives of Philips with respect to these items. By their
nature, forward-looking statements involve risk and uncertainty because they
relate to events and depend on circumstances that will occur in the future and
there are many factors that could cause actual results and developments to
differ materially from those expressed or implied by these forward-looking
statements.</I>


<P align="left" style="font-size: 10pt"><B>For further information:</B>


<P align="left" style="font-size: 10pt">Jayson Otke<BR>
Philips Corporate Communications<BR>
Tel.: &#043;31 20 5977215<BR>
Email: jayson.otke@philips.com



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<P align="left" style="font-size: 10pt"><B>Tuesday, August&nbsp;31, 2004</B>


<P align="left" style="font-size: 10pt"><B>Philips and Samsung join forces for the development of new mobile devices based
on Near Field Communication (NFC)</B>


<P align="left" style="font-size: 10pt">Tokyo, Japan, 31 August&nbsp;2004 &#150; Royal Philips Electronics (NYSE: PHG, AEX: PHI)
today announced that Samsung Electronics will deploy cellular devices that use
Philips Near Field Communication (NFC)&nbsp;chip solutions. Users of Samsung devices
that include Philips NFC chips will be able to access content and services in
an intuitive way. For example, a Samsung mobile phone equipped with NFC
technology could automatically connect with an NFC-enabled PC or TV, simply by
holding them next to each other, in order to transfer digital pictures or other
data.


<P align="left" style="font-size: 10pt">This industry collaboration is an example of the potential NFC brings to enable
the use of touch-based interactions in the areas of consumer electronics
equipment, mobile devices, PCs and for payment purposes. Consumers are seeking
easier ways to interact with their immediate environment and want to experience
easy communication between their electronic devices and gain fast access to
services.


<P align="left" style="font-size: 10pt">&#147;Joining forces with Philips for the further development of NFC-enabled devices
is part of Samsung&#146;s commitment to change the way information and services are
paid for, distributed and accessed by all consumers,&#148; said JK Shin, Senior Vice
President of the Research &#038; Development Team at Samsung.


<P align="left" style="font-size: 10pt">&#147;We envision a world of secure universal commerce and connectivity in which
consumers can access and pay for physical and digital services anywhere, at any
time, using any device,&#148; said Mario Rivas, executive vice president,
communications businesses, Philips Semiconductors. &#147;Philips is committed to
bringing this vision of the ultimate connected consumer experience through NFC
technology innovations and industry collaborations with market leaders such as
Samsung.&#148;


<P align="left" style="font-size: 10pt">Consumers will first see NFC technology appear in their most commonly utilized
personal device &#150; the mobile phone. With NFC, the mobile phone transitions from
running primarily voice applications to becoming a more personalized device
that can let you conduct secure payment transactions, gain access to public
transportation, building access and store digital rights. In essence, the
mobile phone becomes a point-of-sale terminal, a ticket counter, keys to your
building, a transport card, a debit/credit card and an electronic business card
all in one easy to use device.



<P align="left" style="font-size: 10pt"><B>About Near Field Communications (NFC)</B>


<P align="left" style="font-size: 10pt"><I>Near Field Communication (NFC) &#151; standardized in ISO 18092 &#150; is an interface
technology for exchanging data between consumer electronic devices, like PCs
and mobile phones, at a distance of typically 10 centimeters. It operates in
the 13.56MHz frequency range. As NFC-compliant devices are brought close
together they detect the other device and begin to determine how they can
interact in terms of transferring data. For example, bringing a NFC-enabled
camera close to a TV fitted with the same technology could initiate a transfer
of images, while a PDA and a computer will know how to synchronize address
books or a mobile phone and a MP3 player will be able to initiate the transfer
of music files. Using NFC, consumers can quickly establish wireless links
between devices. It provides a more natural method for connecting and
interacting with devices, broadening the scope of networking applications.</I>



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<P align="left" style="font-size: 10pt"><B>About Samsung Electronics</B>


<P align="left" style="font-size: 10pt"><I>Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, and digital convergence technology. Samsung Electronics
employs approximately 75,000 people in 89 offices in 47 countries and business
performance for 2002 record $49.6&nbsp;billion in sales and $5.9&nbsp;billion in net income. Samsung Electronics is one of the world&#146;s
leading providers of advanced semiconductors, TFT-LCDs, CDMA mobile phones,
monitors and VCRs. Samsung Electronics consists of four main business units:
Device Solution Network, Digital Media Network, Telecommunication Network and
Digital Appliance Network Businesses.</I>



<P align="left" style="font-size: 10pt"><B>About Royal Philips Electronics</B>


<P align="left" style="font-size: 10pt"><I>Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of
the world&#146;s biggest electronics companies and Europe&#146;s largest, with sales of
EUR 29&nbsp;billion in 2003. With activities in the three interlocking domains of
healthcare, lifestyle and technology and 165,600 employees in more than 60
countries it has market leadership positions in medical diagnostic imaging and
patient monitoring, color television sets, electric shavers, lighting and
silicon system solutions. News from Philips is located at www.philips.com/newscenter.</I>



<P align="left" style="font-size: 10pt"><B>About Royal Philips Electronics</B>


<P align="left" style="font-size: 10pt"><I>Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of
the world&#146;s biggest electronics companies and Europe&#146;s largest, with sales of
EUR 29&nbsp;billion in 2003. With activities in the three interlocking domains of
healthcare, lifestyle and technology and 165,600 employees in more than 60
countries it has market leadership positions in medical diagnostic imaging and
patient monitoring, color television sets, electric shavers, lighting and
silicon system solutions. News from Philips is located at www.philips.com/newscenter.</I>



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<P align="left" style="font-size: 10pt"><B>Friday, September&nbsp;03, 2004</B>


<P align="left" style="font-size: 10pt"><B>China fastest growing market for Philips</B>


<P align="left" style="font-size: 10pt">Shanghai, China, September&nbsp;3, 2004 &#150; Royal Philips Electronics (AEX:PHI,
NYSE:PHG) said today at a press conference in Shanghai that it is well on track
with its China growth plan and in a number of activities even ahead. Overall,
Philips President and CEO Gerard Kleisterlee is expecting double digit growth
rates for the years to come. Philips has not only maintained its leadership
positions in Domestic Appliances and Lighting, but also extended its market
shares for most of its other lifestyle electronic product categories.
Furthermore the company holds top 3 positions, for example with LCD monitors,
Medical Systems and Semiconductors. Mr.&nbsp;Kleisterlee made his comments after
Philips&#146; Board of Management successfully concluded a week-long visit to China
for its annual strategic review including visits with political and industrial
leaders as well as with customers.


<P align="left" style="font-size: 10pt">In China Philips is one of the largest multinational companies with an activity
level of more than EUR 7.5&nbsp;billion and about 20,000 employees. With the recent
openings of three new R&#038;D sites, the company now has a total of 15 R&#038;D centers
with more than 700 employees. &#147;Our research and development activities in the
country will be stepped up to strengthen Philips&#146; leadership in the areas of
healthcare, lifestyle and technology,&#148; commented Mr.&nbsp;Kleisterlee, citing
Philips&#146; medical imaging equipment joint venture with Neusoft as a recent
example of the company&#146;s ongoing commitment to China. The just-announced
agreement with the Beijing Municipal Administration and Communications Card Co.
Ltd. (BMAC)&nbsp;using Philips&#146; MIFARE&#174; contactless chip technology in a new
e-ticketing system for the Great Wall of China is another milestone for the
positive development in this country.


<P align="left" style="font-size: 10pt">&#147;China is one of the most important growth markets in our current
transformation into a more marketing driven company. This week&#146;s visit also
underlines our way ahead to developing world-class partnerships and R&#038;D
facilities throughout the country, as well as strengthening our relationship
with the Central and Local Governments with respect to addressing China&#146;s
sustainable development,&#148; added Mr.&nbsp;Kleisterlee.



<P align="left" style="font-size: 10pt"><B>About Royal Philips Electronics</B>


<P align="left" style="font-size: 10pt"><I>Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of
the world&#146;s biggest electronics companies and Europe&#146;s largest, with sales of
EUR 29&nbsp;billion in 2003. With activities in the three interlocking domains of
healthcare, lifestyle and technology and 165,600 employees in more than 60
countries it has market leadership positions in medical diagnostic imaging and
patient monitoring, color television sets, electric shavers, lighting and
silicon system solutions. News from Philips is located at www.philips.com/newscenter.</I>



<P align="left" style="font-size: 10pt"><B>Safe harbour statement</B>


<P align="left" style="font-size: 10pt"><I>This release may contain certain forward-looking statements with respect to the
financial condition, results of operations and business of Philips and certain
of the plans and objectives of Philips with respect to these items. By their
nature, forward-looking statements involve risk and uncertainty because they
relate to events and depend on circumstances that will occur in the future and
there are many factors that could cause actual results and developments to
differ materially from those expressed or implied by these forward-looking
statements.</I>



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<P align="left" style="font-size: 10pt"><B>Monday, September&nbsp;13, 2004</B>


<P align="left" style="font-size: 10pt"><B>Philips realigns around new brand promise</B>


<P align="left" style="font-size: 10pt"><I>Innovative campaign to promote image of Healthcare, Lifestyle and Technology
company
New business group for consumer health and wellness announced</I>


<P align="left" style="font-size: 10pt">Amsterdam, The Netherlands<B>&#150; </B>Royal Philips Electronics (NYSE: PHG, AEX: PHI)
today announced a new brand promise evolving around the concept of &#145;Sense and
Simplicity&#146;. The new positioning aims to give customers a distinctive image of
a sharper, more focused enterprise, which &#151; throughout its activities in
Healthcare, Lifestyle and Technology &#151; is held together by a common drive to
deliver intuitive end-user experiences. The company will spend <FONT face="'Times New Roman',times,serif">&#128;</FONT>80million on a
new and innovative advertising campaign to bring its message to customers
around the world.


<P align="left" style="font-size: 10pt">Mr Gerard Kleisterlee, President &#038; CEO, commented: &#147;Philips is not the only
technology company to grasp the need for simplicity &#150; but I believe we&#146;re the
first to put a stake in the ground and declare our intent to take action.
Others may aspire to be more fashionable, more cool. Our route to innovation
isn&#146;t about extra complexity &#150; it&#146;s about simplicity which we believe will be
the new cool.&#148;


<P align="left" style="font-size: 10pt">&#147;Simplicity is what people expect of technology and it is as applicable to a
doctor working under pressure in a hospital with advanced medical equipment as
it is to a consumer operating a DVD recorder. Simplicity is equally relevant to
our customers, be it in Healthcare, in Lifestyle or in enabling Technologies.
In each of these domains Philips already has many proof points of simplicity
and some of these we highlight in our new advertising campaign. The challenge
before us is to further realign our company to deliver on our new Brand
Positioning in each and every aspect of what we do and make,&#148; he continued.


<P align="left" style="font-size: 10pt">&#147;To mark our commitment to this cause from today onwards we replace the old
motto &#145;Let&#146;s Make Things Better&#146; that has served Philips well for almost a
decade,&#148; continued Mr Kleisterlee. &#147;While it is not very specific, it expresses
commitment to both excellence and improvement. At a time in which our
businesses could all define their own direction under one broad umbrella this
was probably OK. With the One Philips strategy of the past years we see the
emergence of another company where the marketing of our businesses is more
aligned around a specific target audience and therefore we are now at a point
where we&#146;re able to get more specific for all of them. Now we&#146;re able to tell
you exactly <I>how </I>we&#146;ll execute further change.&#148;


<P align="left" style="font-size: 10pt">The rebranding initiative is part of Philips&#146; management agenda to make the
company truly market-driven and get it back on track to sustained, profitable
growth, Mr Kleisterlee explained: &#147;As we execute on our mission and go forward
with implementing our strategy, Philips will see more and accelerated change.
We have clear ideas about how to consistently fill in empty spaces around our
core competencies, often in the overlaps of the Healthcare, Lifestyle and
Technology domains. In the process we will enter into new markets and create
whole new categories. The mix of our activities will continue to change and our
new Brand Positioning has also been designed to guide us through this next
phase of our transformation. The launch of our brand campaign today draws
attention to a changing Philips, and we trust it will change over time the way
the world sees and experiences Philips,&#148; he said. Furthermore, Mr Kleisterlee
announced the start of a new business group for consumer health and wellness
with an ambitious growth target.



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<P align="left" style="font-size: 10pt"><B>Advertising campaign</B>


<P align="left" style="font-size: 10pt">The brand campaign will focus firmly on a core target group consisting of the
20&nbsp;percent of people who do 80&nbsp;percent of the buying, typically affluent
decision-makers in the 35-55 age range and A/B&#043; category who share a dislike
for the unnecessary hassle often created by technology. &#147;These same people make
decisions in their personal <I>and </I>professional lives that are profoundly
interesting to Philips,&#148; Mr Andrea Ragnetti, Chief Marketing Officer, said.
&#147;One person making a decision on a top-of-the-range flat TV for his or her home
could be the very same manager responsible for the purchase of medical
diagnostic equipment at a local hospital.&#148;


<P align="left" style="font-size: 10pt">&#147;We wanted this campaign to be true to the concept of Simplicity. We wanted to
use a different language than the one you might have expected from any
technology company, and from Philips in particular &#150; fresher, cleaner, more
human,&#148; Mr Ragnetti continued. &#147;Every ad, every insertion tells a part of the
story. One ad reinforces another. That is why you will always see multiple
insertions in consecutive TV commercial breaks. This is a first and absolutely
unique in modern advertising.&#148;


<P align="left" style="font-size: 10pt">The campaign, which was developed together with DDB, Philips&#146; global
advertising agency, and media buyers Carat, features existing Philips products
that fit the new brand positioning. It will run via broadcast, print and online
in the Netherlands, Germany, France, Italy, the United Kingdom, the USA and
China, but the global reach of some of the media will give the campaign a wider
impact with opinion leaders. The total value of the campaign in the second half
of 2004 is around<FONT face="'Times New Roman',times,serif">&#128;</FONT>80million . At an annualized rate, the spend for the new
campaign is comparable with the world&#146;s most influential advertising campaigns.


<P align="left" style="font-size: 10pt">In addition to the global advertising campaign, Philips today also relaunched
the company website www.philips.com. Following extensive research and examination of its web
services across users, the site has been completely redesigned to deliver a
more engaging, user-oriented experience, fully in line with the Simplicity
concept. The new site ties together 56 specific country sites and offers
information in a total of 30 languages.



<P align="left" style="font-size: 10pt"><B>Safe harbour statement</B>


<P align="left" style="font-size: 10pt"><I>This release may contain certain forward-looking statements with respect to the
financial condition, results of operations and business of Philips and certain
of the plans and objectives of Philips with respect to these items. By their
nature, forward-looking statements involve risk and uncertainty because they
relate to events and depend on circumstances that will occur in the future and
there are many factors that could cause actual results and developments to
differ materially from those expressed or implied by these forward-looking
statements.</I>



<P align="left" style="font-size: 10pt"><B>About Royal Philips Electronics</B>


<P align="left" style="font-size: 10pt"><I>Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of
the world&#146;s biggest electronics companies and Europe&#146;s largest, with sales of
EUR 29&nbsp;billion in 2003. With activities in the three interlocking domains of
healthcare, lifestyle and technology and 165,600 employees in more than 60
countries it has market leadership positions in medical diagnostic imaging and
patient monitoring, color television sets, electric shavers, lighting and
silicon system solutions. News from Philips is located at www.philips.com/newscenter.</I>



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<P align="left" style="font-size: 10pt"><B>For further information</B>


<P align="left" style="font-size: 10pt">Gerd G&#246;tz<BR>
Philips Corporate Communications<BR>
Tel &#043;31 20 59 77 213<BR>
email gerd.goetz@philips.com




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