Today, when we think of innovation, our minds often leap to progressive technology and groundbreaking inventions. However, the basis of true innovation lies not in the complexity of the solution, but in its ability to address real human needs. At its foundation, innovation is about empathy, and understanding people’s challenges, frustrations, and desires. By placing users at the center of the creative process, businesses can develop products and services that genuinely improve lives.
This idea resonates well with Murat Yatkin, Managing Director DACH at TP Vision (Philips TV). As the consumer electronics industry deals with explosive technological developments and influencing consumer expectations, he is at the forefront, driving a disruptive charge.
At 48, Murat embodies a unique blend of seasoned expertise and visionary thinking. With 24 years of leadership experience at industry giants like Sony, Samsung, and Groupe SEB, he has mastered the art of managing complex corporate sectors. His focus on International Project Management and Change Management has not only propelled his career but has also promoted an ethos of modernization within his teams.
Murat believes that the key to flourishing in this versatile market lies in collaboration and a thoughtful understanding of consumer needs. By leveraging his extensive knowledge of Go-to-Market strategies, he has launched initiatives that augment product offerings while significantly improving the customer experience.
Beyond his corporate achievements, Murat cherishes a passion for horses, managing a farm that signifies his pledge to growth, both in business and nature. As he leads TP Vision into a new era, he serves as a ray of inspiration, demonstrating that with the right mindset and willpower, challenges can be transformed into notable opportunities for success.
Let us learn more about his journey:
TP Vision: Redefining Audio-Visual Entertainment
TP Vision stands out in the global consumer electronics landscape, focusing on audiovisual digital entertainment. The company is dedicated to the development, manufacturing, and marketing of Philips-branded televisions across Europe, Russia, the Middle East, South America, India, and select countries in the Asia-Pacific region, alongside Philips audio products available worldwide.
By combining Philips’ rich heritage in technology with TPV Technology’s operational efficiency and adaptability, TP Vision creates high-quality, smart televisions that are elegantly designed. These products are tailored to elevate the customer experience, providing exceptional audio and visual enjoyment.
As a leader in the hospitality TV market, TP Vision holds the exclusive brand license for Philips televisions in its key regions and for Philips audio products on a global scale. Operating as a wholly-owned subsidiary of TPV, a renowned manufacturer of monitors and LCD televisions, TP Vision continues to make a significant impact in the industry.
Transforming DACH Region
Over the past two decades, following graduation, Murat has celebrated numerous achievements in roles that were previously non-existent within the organizations he has served. His success stems from a clear vision and the ability to present partners with compelling concepts. The focus has shifted from merely selling products to offering valuable ideas that resonate in today’s transparent market, where mistakes can lead to significant losses.
In every position he has held, he has consistently propelled business growth through effective marketing, exceptional service, and creative concepts. By merely comparing its organization to others or adapting existing ideas, a company risks becoming interchangeable with its competitors. True distinction lies in the ability to innovate and stand out in a crowded marketplace.
A New Chapter for TP Vision
Over the past five years, Murat has had the honor of leading TP Vision’s Philips TV & Sound brand as the Managing Director for Germany, Austria, and Switzerland (DACH). Under his guidance, the organization has undergone a significant transformation, emerging with a modernized structure and a highly capable team of outstanding professionals.
With this transformation now complete, Murat recognizes it as an ideal time to pursue new opportunities. Changes are also taking place at the European management level, prompting him to conclude his tenure at TP Vision on September 1, 2024. He leaves with confidence, knowing that the organization is well-prepared for future success.
Murat has enriched the longstanding team with fresh, creative talent, and together they have developed a distinctive strategy that adds value within the industry. Notably, Philips Ambilight has distinguished itself as the only brand in the market that has avoided cashback offers and other tactics that could weaken brand integrity. Despite these challenges, the DACH market has seen consistent profitable growth over the past three years.
Keys to Achievement
Success begins with a clear vision. As Denzel Washington wisely stated, “Dreams without goals are just dreams. And ultimately, they fuel disappointment. On the road to achieving your dreams, you must apply discipline but, more importantly, consistency. Without commitment, you’ll never start, but without consistency, you’ll never finish.”
When Murat assumed leadership of the organization, it became evident that it thrived on human connections, with decisions often swayed by intuition. Additionally, insights from partners and the competitive landscape played a significant role in influential choices. To initiate the transformation, Murat focused on educating the team about the importance of numbers, data, and facts. He encouraged them to analyze information thoroughly and explore all options before entering negotiations, believing that a solid foundation enhances the negotiation process.
The next crucial step in this transformation involved ensuring that the right individuals occupied the right roles. Much like a football team, where coaches regularly bring in new players to strengthen their lineup, it is essential for organizations to evaluate their personnel. Everyone must be willing to contribute to the collective success, as each individual has voluntarily entered into an agreement that outlines their responsibilities in exchange for their monthly compensation.
Building a Collaborative Vision for Success
Murat recognized the importance of aligning the entire organization and bringing the team along on this journey. While an individual may have a vision, it is the collective effort of the team that brings it to life. He structured the organization to ensure it functioned effectively, with decisions made within a defined framework that encouraged negotiation and collaboration. Relying solely on his own judgment would limit the organization’s potential; therefore, he focused on hiring talented individuals who excelled in their roles. These team members were encouraged to take ownership and make decisions, fostering a sense of responsibility and empowerment.
To achieve success both internationally and locally, a careful examination of partnerships was essential. Murat considered which alliances aligned with his strategic goals, who the target market was, and the best methods to engage them. He assessed whether four e-tailers were necessary or if two would suffice, always weighing the added value each partnership could bring. Throughout the transformation process, he and his team diligently identified the right partners, investing together to ensure mutual long-term success.
Power of Customer Feedback
Murat often reflects on the success of his strategy, but the opinions of the trade and partners carry greater weight. In 2023, the brand received several awards from customers, a notable achievement considering their initial skepticism.
Through their efforts, they have emerged as a strong contender in the market, successfully stabilizing prices while generating increased margins for both themselves and their partners. This recognition underscores the importance of listening to customer feedback and adapting to their needs.
Philips Ambilight’s Triumphant Rise
Murat proudly shares that their strategy for adding value has received significant recognition from Austria. Once holding a market share of less than 2% in the vehicle trade, the company faced challenges in 2017 when a major vehicle magazine featured a depiction of the Titanic with Philips. However, after successfully implementing their value-added strategy in Germany in 2022, they aimed to expand into the specialist trade in Austria. This effort has paid off, as they now rank among the top three corporations with a market share exceeding 10%. This year marked a milestone, as they were honored with the award for Best Supplier for the first time.
One of the standout campaigns in recent years has been the Ambilight Campus. This idea, which Murat had envisioned for two years, finally came to fruition in 2023. He credits his creative team for their understanding and execution of the campaign, particularly highlighting the contributions of Dörte Strauß, the marketing manager, and Taylan Güzel, the head of MSH.
The campaign was designed to be highly visible, providing retailers with a valuable tool to enhance sales while steering consumers away from cashback offers and price cuts. Its success attracted interest from major football clubs, but the company chose to implement the concept solely with its retail partners. The result was a well-rounded 360° campaign that spanned four months, effectively balancing pull and push strategies.
The restructuring process was not without its difficulties, especially during the pandemic, which posed challenges for everyone involved. Nevertheless, the DACH team has successfully elevated the Philips Ambilight brand both internally and externally. Their value-added strategy has propelled them from fifth to third place among TV manufacturers in the DACH market, showcasing the effectiveness of their collective efforts.
A key focus has been earning and re-earning the trust of trading partners, and they are proud to have received several accolades: Supplier of the Year by Euronics in both 2023 and 2024, the Bronze Award from an expert, and the Best Sustainability Award in their industry from Focus Money, awarded consecutively.
Pursue Your Dreams with Confidence
Murat offers valuable advice to managers, executives, and aspiring leaders: dream big and keep those dreams to yourself. Often, individuals encounter more naysayers than supporters on their journey. Many people may not grasp the unique path one must take, so there is no need to seek their approval or understanding. Each person has their own interests and priorities, and it is essential to remember that this journey belongs to you alone.
If one is truly convinced about their vision, they should chase it wholeheartedly. However, it is crucial to avoid complacency. Too many individuals in leadership roles tolerate dissatisfaction within their organizations, merely hoping to secure their financial rewards without any sense of empathy or clear direction. Acknowledging a bold vision and taking decisive action can lead to meaningful change and fulfillment.
Adopting New Horizons
In the upcoming months, Murat anticipates spending more quality time with his family and tending to their farm. He is equally enthusiastic about remaining engaged in the industry through his teaching position at Hamburg University of Applied Sciences (HAW), which will commence in the winter semester of 2024. Throughout his career, Murat has always aimed to stand out by introducing creative ideas and unique market strategies.
He firmly believes that being just like everyone else makes one easily replaceable. Alongside this, he values honesty, humility, and clarity in all his interactions. Murat expresses his deep gratitude for the experiences he has accumulated, the remarkable individuals he has encountered, and the support he has received throughout his journey. From Feb 2025 I am the new board CEO from RED ZAC (Euronics) in Austria, says Murat!
