NEW YORK: Philips Electronics is using the promotion of its Direct Life fitness tracker to further position itself as a corporate leader in health and wellness.

The company launched Direct Life in October 2009 to consumers, but increased communications leading up to the Consumers Electronics Show and the release of a status report on American's health and well-being in January.

“In the US market where competition for attention [and] funding is one of the most intense globally, we ...