Press Release

Philips SoftBlue Displays Protect Eyes without Sacrificing

Color
Innovative SoftBlue technology, which protects eyes and reduces eye fatigue by mitigating
the impact of harmful blue-light exposure, now features in home and professional displays
from Philips Monitors

Dubai, UAE, 3rd September, 2015 - MMD, the leading technology company and brand
license partner for Philips Monitors, is rolling out new displays for home and business users
featuring innovative SoftBlue technology. SoftBlue protects eyes and reduces eye fatigue by
mitigating the impact of blue-light exposure, but without sacrificing the fidelity and quality
of the original color. Users therefore enjoy wellbeing for their eyes as well as professionalgrade color fidelity. The new SoftBlue displays for the home (the E-Line) are already in
stores; the SoftBlue displays for professional users (P-Line) are due out this fall.
Responding to the challenge of blue-light exposure
Commenting on the new line-up of displays with SoftBlue technology, Thomas Schade, Vice
President EMEA at MMD, says, This new technology is emblematic of the commitment of
MMD to taking care of users health and wellbeing, as well as providing brilliant, colorful
images for maximum productivity. Studies show that blue light from LED displays can
damage eyes and affect vision. But were all spending more and more time in front of
screens, and continually exposing our eyes to potentially harmful rays. The new SoftBlue
technology is proven to mitigate this risk. It is certified by international testing organizations
SGS Labs and TUV Rheinland to reduce blue light and protect eyes.

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Removing harmful blue light at source

The new displays with Philips SoftBlue technology take a refreshingly different approach to
the challenge of removing harmful blue light. In contrast with filter-based methods a glass
in front of the screen or anti-blue light spectacles they retain the fidelity of the original
color. Filter-based solutions tinge colors with yellow. At best, this detracts from the viewing
experience; at worst in applications such as medical imaging that rely on color fidelity it
renders the display useless. SoftBlue displays, on the other hand, mitigate the impact of
blue-light exposure at source: by eliminating blue light emissions at the potentially harmful
wavelengths at the higher end of the shortwave spectrum, and shifting the wavelength peak
from harmful 450 nm to 460 nm. This reduces the potentially detrimental blue light by over
90%, but without sacrificing the fidelity and quality of the original color. Users therefore
benefit from accustomed picture quality, brightness and color fidelity, and enjoy well-being
for their eyes as well.
E-Line and P-Line: performance for home and work
Apart from the standout feature of SoftBlue technology, all five new displays pack an
impressive set of features for maximum display performance. Equal to the challenges of
both home and professional applications, they are all equipped with IPS-ADS panels for
extra-wide 178-degree viewing angles with crisp images and vivid colors, 16:9 Full HD
quality at a resolution of 1920 x 1080, and built-in stereo speakers to complement easy
viewing with a great sound experience. The E-Line displays for home users, available in
21.5-inch, 23.6-inch and 27-inch sizes, have an elegant slim design with touch controls to

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fit in with the home dcor. They also include the exclusive Philips technology suites
SmartContrast, which dynamically enhances contrast settings, and SmartImage Lite, which
enhances and adjusts contrast, color saturation and sharpness to deliver ultimate display
performance for whatever application scenario the user has selected all in real time and at
the press of a single button.
The two P-Line displays, in 21.5-inch and 23.8-inch versions, are designed with busy
professionals in mind. In these displays, SoftBlue is complemented by another exclusive
Philips technology to lessen eye fatigue: Philips Flicker-Free Technology regulates brightness
and reduces flicker for more comfortable viewing. With the SmartErgo base, the displays
can be tilted, swiveled and height-adjusted to whatever level and angle best suits the user
again a people-friendly feature that enhances productivity and eases the physical strain of a
long workday. The two P-Line displays also include the professional-grade version of
SmartImage technology, with dynamic optimizing of image contrast, color saturation and
sharpness to suit the application, plus a special Economy mode for major power savings.
And to save even more energy, the displays also have an integrated PowerSensor, which
detects if the user has moved away from the desk and automatically reduces monitor
brightness. This cuts energy costs by up to 80 percent and also extends monitor life.
Availability
The E-Line 27-inch 277E6EDAD display, 23.6-inch 247E6EDAW display and 21.5-inch
227E6EDSD display are already available in stores. The P-Line displays will add a buzz to
the choice of monitors in stores this September.
More information on Philips LCD monitors: www.philips.com/lcdmonitors
Technical Specifications
Feature
LCD panel type, size
Backlighting technology
Panel size

Optimal resolution
Viewing angle
Brightness
Display colors

E-Line

P-Line
IPS-AHVA LCD
W-LED
277E6EDAD; 27 inch/68.6 cm
241P6EPJEB: 23.8 inch/60.5 cm
247E6EDAW: 23.6 inch/59.9
221P6EPYEB 21.5 inch/54.6 cm
cm
227E6EDSD: 21.5 inch/54.6
cm
1920 x 1080 @ 60Hz
178 (H) / 178 (V), @ C/R > 10
250 cd/m
Display colors: 16.7 M

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Feature
Connectivity

Sustainability,
environmental and
energy

E-Line
sRGB support
Signal Input: VGA
(Analog ), DVI-D (digital,
HDCP), MHL-HDMI (digital,
HDCP)
Sync Input: Separate Sync,
Sync on Green
Audio (In/Out): PC audioin, Headphone out

Compliance and
standards

Stand

EnergyStar 6.0, EPEAT

Silver, RoHS, Lead-free,
Mercury Free
Recyclable packaging
material: 100 %

Regulatory Approvals: BSMI,

CCC, CE Mark, cETLus, FCC
Class B, GOST, SASO, SEMKO,
TCO 6.0, TUV/ISO9241-307,
WEEE, SGS Cert. - blue light
cut-off
Tilt: -5/20 degree

P-Line

Signal Input: DisplayPort,

DVI-D (digital, HDCP), VGA
(Analog )
USB: USB 3.0 x 4 + faster
charger
Sync Input: Separate Sync,
Sync on Green
Audio (In/Out): PC audio-in,
Headphone out
PowerSensor, LightSensor,
EnergyStar 6.0, EPEAT Gold,
TCO edge, RoHS
Recyclable packaging
material: 100 %
Post consumer recycled
plastic: 65%
Specific Substances: PVC /
BFR free housing, Mercury
free, Lead free
Regulatory Approvals: CE Mark,
FCC Class B, SEMKO, cETLus, CUEAC, TCO 6.0, TUV Ergo,
TUV/GS, EPA, PSB, WEEE, C-Tick,
UKRAINIAN, CECP, ICES-003, TUV
Cert. - blue light cut-off
Height adjustment: 130 mm
Pivot: 90 degree
Swivel: -175/+175 degree
Tilt: -5/20 degree

About MMD
MMD is a wholly owned company of TPV established in 2009 through a brand license
agreement with Philips. MMD exclusively markets and sells Philips branded LCD displays
worldwide. By combining the Philips brand promise with TPVs manufacturing expertise in
displays, MMD uses a fast and focused approach to bringing innovative products to market.
MMD serves the Western European, Middle East and African markets from its headquarters
in Amsterdam. The Eastern European and CIS markets are served by a local office in
Prague. Through its network of local sales teams MMD works with all major IT distributors
and resellers. The companys design and development center is located in Taiwan.
www.mmd-p.com

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Company contact:
MMD
Chantal Blits
Tel.: +31 20 5046 975
chantal.blits@mmd-p.com
Press contact
Vistar Communications
Sanjeev Kant
Tel.: + 971 4 420 1517
sanjeev@vistarmea.com