The Philips Hue Smart Lightbulb Starter Kit allows you to create a personalised lighting environment in your home, then control it wirelessly from anywhere in the world via your mobile devices.
Key Features
The Philips Hue Smart Lightbulb Starter Kit allows you to turn the lights on and off, control their colour and shade and set timers from anywhere in the world through the free Philips Hue App.
The Philips Hue Smart Lightbulb Starter Kit includes the Hue Bridge (necessary for wireless lighting control) and three Hue Smart Lightbulbs.
Despite using up to 80% less energy than standard bulbs, each Hue Smart Lightbulb delivers 600 lumens so every corner of the room can be illuminated.
The Philips Hue Smart Lightbulb is compatible with most Edison screw lightbulb sockets.
Use the Hue App to choose from light recipes created by experts to suit or achieve a particular mood.
Normally $225-250 RRP
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Also worth looking at. Bulbs are brighter (>800 Lumens vs 600 Lumens). Check google, few comparisons around :)
Via Amazon.com - Comes to about $112 delivered, using Amazons currency converter :) (Comes to $152 delivered for 3 bulbs, to compare to the Philips products in the OP)