Philips Shows New Approach and Advances in Clinical Collaboration at European Congress of Radiology 2011, to Drive Innovation and Efficiency

Philips' Imaging 2.0 Concept Brings Together a Host of New Technology Introductions and Greater Partnership With Radiologists in Mind

VIENNA, March 4, 2011 - At the European Congress of Radiology (ECR) 2011, Royal Philips
Electronics (NYSE: PHG, AEX: PHI) is ushering in a new era in radiology
science with Imaging 2.0, a concept fueled by integration of technology,
clinician and patient. Showcasing its commitment to pioneering innovative,
cost-effective solutions, Philips is highlighting technologies that focus
specifically on the patient, in addition to advanced networking tools that
facilitate greater collaboration between radiologists and referring
physicians. The result is more efficient workflow and greater patient focus.

The Imaging 2.0 concept is poised to address a dilemma that exists in
healthcare today: more consumers are demanding quality healthcare, yet there
is less money to treat them. Based on feedback from clinicians, Philips'
approach to this dilemma is to enable enhanced and smarter collaboration
through advanced technology with the hope of better patient outcomes and
lower costs for the healthcare system.

"Just as Web 2.0 redefined the way people connect, share and use the
Internet, Imaging 2.0 represents a new world of possibilities for radiology
science. It is about integration and collaboration, and new levels of patient
focus and safety that can help clinicians achieve what was unimaginable just
a few short years ago," said Michele Lesieur, Senior Vice-President of
Philips Imaging Systems. "With Philips, the radiologist can now integrate
information from various sources to make a confident diagnosis and discuss it
with all the clinical partners on the case - putting the radiologist at the
center of clinical decision-making. This kind of collaboration and
integration combined with major advancements in patient safety and comfort,
all packaged to provide an excellent economic advantage for the radiologist,
has triggered the next revolution in imaging: Imaging 2.0."

New product introductions showcase pioneering, innovative and cost-
effective solutions for radiology

    - Ingenuity TF PET/MR*: Philips recently received CE marking for the
      industry's first commercially available whole body PET/MR imaging
      system, the Ingenuity TF PET/MR*. This new system, launched as the
      first new Philips modality in ten years, integrates the molecular
      imaging capabilities of PET (positron emission tomography) with the
      superior soft tissue contrast of MR (magnetic resonance) to image
      disease cells as they proliferate in soft tissue. Since the Ingenuity
      TF PET and MR scanners are placed only three meters apart and the
      patient table rotates to allow the patient to be scanned by each
      modality, the system can also acquire separate PET and MR images.
      Clinicians anticipate using the Ingenuity TF PET/MR to screen patients
      at high-risk for heart disease to ultimately treat diseased cells prior
      to the formation of dangerous coronary plaques. The system may also be
      used to scan patients to detect tumor formation/recurrence.

    - Ingenuity CT: a new CT (computed tomography) platform that puts the
      patient first by offering up to 80 percent less dose while maintaining
      diagnostic image quality and improving spatial resolution. The
      Ingenuity CT system is designed to provide equivalent diagnostic image
      quality with the same look as full-dose images at a fraction of the
      dose, while its technological capabilities allow for detailed
      visualization of bones to assist with more accurate diagnosis.

    - Ingenuity TF PET/CT: a premium hybrid imaging system combining PET
      (positron emission tomography) and CT to conduct studies in oncology
      imaging, cardiac perfusion and diagnostic CT. The Ingenuity TF PET/CT
      system is an example of smart integration that includes all of the
      benefits of the Ingenuity CT platform, including dose-reduction
      technologies.

    - Philips Ingenia*: the first-ever digital broadband magnetic resonance
      imaging (MRI) solution. Driven by Philips' commitment to developing
      innovative patient care solutions, Ingenia MR delivers exceptional
      image clarity, scanning efficiency and scalability. In order to
      visualize detailed structures within the human body, MRI orchestrates
      the application of radio frequency (RF), audio frequency and static
      magnetic fields, the strength of which is measured in Tesla (T) units.

    - IntelliSpace Portal: a new multimodality, multivendor workstation that,
      for the first time, uses advanced networking capabilities to facilitate
      collaboration between radiologists and referring clinicians anytime,
      anywhere no matter the modality or vendor, ultimately helping to speed
      clinical diagnosis.

    - iU22 xMATRIX Ultrasound: a new ultrasound system that allows clinicians
      to create two full-resolution images simultaneously, capturing twice as
      much clinical information in the same amount of time without moving,
      turning or rotating the transducer. Clinical trials have shown that the
      solution speeds workflow thus enhancing economic value, in addition to
      improving perception of anatomy, helping clinicians to make more
      informed clinical care decisions.

    - MobileDiagnost wDR: previewed at RSNA in 2010, attracting a great deal
      of attention from within the industry and the media alike, this
      innovative system will be shown as a 'work in progress'. MobileDiagnost
      wDR is being designed to offer the superb quality and efficiency of a
      Philips' premium digital radiography suite packed into a flexible
      mobile X-ray system. It is being developed with the same wireless
      portable detector, user interface and image processing that are already
      successfully in use with Philips DigitalDiagnost at hundreds of
      customer sites worldwide. By bringing those components and features
      together into a mobile system, Philips MobileDiagnost wDR is being
      designed for the demanding requirements of diverse applications.

    - Philips Media Distribution Center (MDC) Enterprise PACS R2.3: Philips
      is showcasing a new Picture Archiving and Communication System (PACS)
      at ECR 2011 in Vienna, Austria, specifically designed to meet the needs
      of markets and segments that require a scalable value proposition. The
      Philips Media Distribution Center (MDC) Enterprise PACS R2.3
      facilitates the dissemination of diagnostic imaging beyond the
      radiology department, enabling web-based access both throughout the
      hospital and remotely. The system delivers an easy-to-use, simple-to-
      install image management system, which is both more flexible and less
      costly to purchase and run than conventional PACS. The MDC PACS
      solution will be initially available in selected European and Latin
      American markets and the Far East, with a view of expanding to other
      markets in the coming years.

    - Sonalleve MR-HIFU*: Philips announced today the availability of new
      therapy applications for its Sonalleve MR-HIFU therapy platform,
      specifically for the palliative pain treatment of bone metastases.
      (Note: Sonalleve MR-HIFU is not available in North America). Philips
      also announced today the installation of the first investigational
      MR-HIFU system specifically designed to treat lesions in the female
      breast, at the University Medical Center in Utrecht, The Netherlands.
      The Sonalleve MR-HIFU therapy platform was initially launched at last
      year's European Congress of Radiology (ECR) to offer a non-invasive
      alternative to traditional surgical treatments for uterine fibroids in
      women, by combining magnetic resonance (MR) imaging with high-intensity
      focused ultrasound (HIFU) therapy. This treatment technique means that
      discomfort for the patient is kept to a minimum.

Philips' innovation recognised by major awards

    - Philips is showcasing the IntelliSpace Portal, based on the Extended
      "Top 20 Brilliance Workspace which was ranked #1 by KLAS in its 2008
      and 2010 Best in KLAS Awards: Software & Professional Services" for
      Advanced Visualization. KLAS, an independent research firm specializing
      in monitoring and reporting performance of healthcare information
      technology vendors, announced that the Philips Brilliance Workspace was
      the category leader in Advanced Visualization. The IntelliSpace Portal
      provides a multi-function workstation and networking capabilities that
      referring clinicians to exchange data across differing work systems,
      allows radiologists and improving communication and speeding up the
      diagnosis process for patients. The Award is voted for by customers and
      peers, and recognizes Philips work in developing integrated care
      solutions within advanced visualization.

    - Philips were today announced as recipients of the Exhibit Europe Award
      at the 2011 European Congress of Radiology. The Award - presented to
      Peter Reimer, Vice President Marketing, Imaging Systems, Philips
      Healthcare, by the ECR Congress President, Professor Yves Menu,
      Chairman of the Department of Radiology at the Saint Antoine Hospital
      and Professor of Radiology at the University Pierre and Marie Curie
      (Paris VI), and Peter Baierl, ECR Executive Director - is a recognition
      of the world-class learning experience Philips has created and
      delivered through their exhibit at the ECR. The scientific and
      educational exhibits were judged with regard to their scientific
      content, educational value, originality and visual impression.

You can visit us at ECR 2011 in the Philips booth, # 102 in hall A,
located at the Austria Center, Vienna, or visit www.philips.com/media

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
119,000 employees in more than 60 countries worldwide. With sales of EUR 25.4
billion in 2010, 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.

For media inquiries, please contact: Philips Healthcare, Sabine van Deursen, Philips Healthcare Communications, Tel: +31(0)40-2785-093, E-mail: sabine.van.deursen at philips.com