Philips and Atom Medical Corporation Announce Strategic Alliance to Provide a Complete Neonatal and Perinatal Offering

ANDOVER, Massachusetts, November 18, 2010 - Royal Philips Electronics (NYSE: PHG, AEX: PHI) and Atom Medical
Corporation, a major manufacturer of neonatal medical equipment, announced
today that they are expanding their relationship to serve customers with a
more complete portfolio of perinatal care solutions. This alliance now
includes neonatal patient monitoring, apnea home monitoring, neonatal
incubators and warmers, jaundice management, respiratory support, perinatal
clinical informatics as well as therapeutic support products and clinical
education offerings. This new distribution agreement will be launched first
in the United States and selected European markets.

"As a leader in perinatal care solutions, Philips is excited about the
synergy that comes from aligning our medical technology capabilities with
Atom's full range of thermoregulation solutions. Working with Atom creates a
unique opportunity for Philips to be able to offer the complete product
portfolio for hospitals to use to treat babies in the delivery room, newborn
nursery and neonatal intensive care units," said David Russell, general
manager, Perinatal Care, for Philips Healthcare. "This alliance bolsters our
leading market position, providing an opportunity for continued and broader
development of perinatal care solutions with access to additional markets."

The two parties have a shared commitment to provide
developmentally-friendly products and education to support improved outcomes
in neonatal care, while also supporting the family-centered care that enables
caregivers to focus on the actual health and well being of mothers and babies
rather than only the technology that surrounds them. Atom has more than 70
years of experience in manufacturing neonatal care products, introducing
their first incubator solution in 1952. In addition, Atom has distributed
Philips Avalon fetal / maternal obstetrical monitors and neonatal
developmental care products in Japan since 2007.

"Atom Medical is a leading company in the global neonatal care field and
our specialized thermoregulation technology will help to complete Philips'
excellent, broad perinatal care solutions portfolio. We are pleased to expand
our relationship with Philips, with its strong global reputation and
tradition for innovation in healthcare. Our collaboration will result in
enhanced solutions for the most important fragile babies and for clinicians
working in perinatal care," said Barry Matsubara, CEO, for Atom Medical
Corporation.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a
diversified health and well-being company, focused on improving people's
lives through timely innovations. As a world leader in healthcare, lifestyle
and lighting, Philips integrates technologies and design into people-centric
solutions, based on fundamental customer insights and the brand promise of
"sense and simplicity". Headquartered in the Netherlands, Philips employs
more than 118,000 employees in more than 60 countries worldwide. With sales
of US 32.3 billion in 2009, the company is a market leader in cardiac care,
acute care and home healthcare, energy efficient lighting solutions and new
lighting applications, as well as lifestyle products for personal well-being
and pleasure with strong leadership positions in flat TV, male shaving and
grooming, portable entertainment and oral healthcare. News from Philips is
located at www.philips.com/newscenter.

About Atom Medical

Atom Medical Corporation engages in the manufacture, distribution,
export, and import of medical equipment for mothers and babies in Japan. Its
products include obstetric and gynecological equipment, such as delivery and
operation tables, fetal dopplers, labor room chairs, comfort chair/stool/pad,
infant warmers, and vacuum extractors; infusion equipment; respiratory
apparatus; equipment for nursing wards, such as syringe pumps, and emergency
and mobile carts; and surgical instruments. The company's products also
include equipment for neonatal and premature infant, such as infant
incubators, therapeutic equipment, and nursery room equipment; and disposable
medical products, such as respiratory therapy instruments, catheters, feeding
instruments, and examination and treatment instruments. The company founded
in 1938 and is based in Tokyo, Japan.

Philips: Caroline Kamerbeek, Philips Healthcare, +31(0)40-27-826-82, caroline.kamerbeek at philips.com; or Ian Race, Philips Healthcare, +1-978-659-4624, ian.race at philips.com; Atom: Yuki Iijima, +81(90)9307-4567, iijima at atom-ami.co.jp