Make sure the rice is fully washed before cooking.
You may not have added enough water. Please add water according to the scale on the inside of the inner pot.
You may have forgotten to start the cooking process.
You may have set the timer and the defined cooking time has not been reached yet.
There maybe foreign residue on the heating element so that the inner pot is not properly in contact with the heating element. Please make sure there is no foreign residue on the heating element and the outside of the inner pot before switching on the rice cooker.
If the above points are not the reasons, the heating element may be damaged or the inner pot may be deformed. Take the appliance to your Philips dealer or a service center authorized by Philips.