"This innovative mobile screening vehicle is specifically designed to reach remote areas in the Middle East and is built to take into account the desired level of privacy and the often severe weather conditions in the region," said Diederik Zeven, General Manager of Philips Healthcare for the Middle East. "This is yet another example of Philips' commitment to patient-focused healthcare solutions, improving the accessibility of professional screening facilities in the region."

The incidence of breast cancer is common in the Middle East - for instance, in Saudi Arabia, over 20 percent of total cancer cases are breast cancer. Awareness of the need for preventative screening is growing and medical professionals in the Middle East are searching for new ways to cope with the increasing need for early diagnosis of the disease.

Philips and Smit Mobile Equipment partnered closely with breast screening program operators to translate their experience into a solution designed to meet the specific needs of patients and care providers in the Middle East. The design of the Mobile Mammography Screening Unit thus includes dressing facilities, a staff room and an examination room, as well as a self supporting air conditioning system. The vehicle also includes a built-in Philips Ambient Experience lighting system that contributes to a more pleasant patient experience and significantly reduces anxiety levels.

In addition to providing a high level of patient comfort, the vehicle contains state-of-the-art screening equipment such as the Mammo Diagnost DR, Philips' digital solution for mammography, designed for efficient high-volume screening. It provides excellent image quality and the streamlined intuitive user interface at the console makes working with the system comfortable and efficient for the radiographer and allows for a quick and easy examination for the patient.

The Mobile Mammography Screening Unit takes into consideration the care cycle from the screening of patients to transmission of data to medical centers, reporting and immediate follow-up. This could include making further appointments at hospitals where treatment may be provided.

Philips' solutions for the Mobile Mammography Screening Unit reflect a people-focused approach to innovation in healthcare, adapted to the needs of both patients and care providers.

More information on Philips Healthcare at Arab Health 2010 can be found at www.philips.com/arabhealth

The Mobile Mammography Screening Unit will be displayed at Arab Health 2010, outside the Plaza, stand OS01.

You can also visit Philips at Arab Health 2010 at Booth 3E30 in Hall 3 at the Dubai International Exhibition and Convention Centre.

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 EUR 26 billion in 2008, 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.