Creative is the worldwide leader in digital entertainment products for the personal computer (PC) and the Internet. Creative was founded in Singapore in 1981 with the vision that multimedia would revolutionize the way people interact with their PCs.
Famous for its Sound Blaster sound cards and for launching the multimedia revolution, Creative is now driving digital entertainment on the PC platform with products like its highly acclaimed ZEN line of digital audio players. The company's innovative hardware, proprietary technology, applications and services enable consumers to experience high-quality digital entertainment-anytime, anywhere.
Since launching the phenomenally successful Sound Blaster sound cards and setting the de facto standard for PC audio in 1989, Creative has been able to leverage on its leading-edge audio technology, huge user base and strong brand name to expand into the exciting lifestyle Personal Digital Entertainment (PDE) market.
Today, Creative is widely recognized as a global leader for product innovation in the audio and PDE segments, offering consumers a complete, high quality digital entertainment experience through Creative's hardware, software applications and services. Finding the perfect balance between form and function, Creative strives for every product to be a sensory feast for the eyes and ears.
Creative is expanding the power of the personal computer with a wide range of interactive PDE products that comprises MP3 players, portable media centers, multimedia speakers and headphones, digital and web cameras, graphics solutions, revolutionary music keyboards and PC peripherals.
These products and solutions are marketed to consumers and system integrators through a worldwide distribution network that includes traditional marketing channels, original equipment manufacturers (OEMs) and the Internet.
Creative's product innovations have won numerous international awards and accolades throughout the years. The more recent and notable awards include the Consumer Electronics Show "Best of CES" awards for four consecutive years for Prodikeys PC and music keyboard (2003), ZEN Portable Media Centre (2004), ZEN MicroPhoto MP3 player (2005) and ZEN Vision:M MP3 player (2006). The ZEN Micro MP3 player also won the Ziff Davis Media "Best of DigitalLife 2004" award.
Creative has also set new audio standards with the launch of its latest Xtreme Fidelity (X-Fi) audio platform. The cutting-edge technology has gained wide industry recognition and was selected by Popular Science as the "Best of What's New in Home Entertainment" in 2006 for bringing outstanding audio quality to MP3 music.
Creative has forged partnerships with some of the industry's top technology companies and developers worldwide, fortifying our strength and leadership in product innovation and research & development. Creative also made strategic investments in a number of US-based companies.
Moving forward, Creative's mission is to expand our leadership role in the lifestyle Personal Digital Entertainment market, using groundbreaking technology and leading-edge designs for not just the technically savvy consumers, but for everyone who enjoys entertainment. With strong focus on our user-friendly interface, multiple features and cool industrial designs, the Creative brand is synonymous with lifestyle Personal Digital Entertainment.
In June 1994, Creative gained a public listing on the main board of the Singapore Exchange (SGX).
Creative's global corporate headquarters is located in Singapore, in the heart of the Asia-Pacific region. It has regional headquarters in the US (Milpitas, California), Europe (Dublin, Ireland) and Asia (Singapore).
Creative's Worldwide Network
Creative's worldwide corporate headquarters, Creative Resource, is based in Singapore. Located within the prestigious International Business Park for high-tech industries in Singapore, the modern facility houses an 8-storey office tower, a 6-storey podium block, an auditorium, and a 2,000-capacity outdoor amphitheatre. It also houses Creative's one-stop retail shop, The CREATIVE Store, where our wide range of innovative audio and personal digital entertainment products are showcased under one roof through many experiential demonstration stations.
Our global headquarters charts the directions for product innovations, research & development, mechanical & industrial design, manufacturing operations, sales & marketing, distribution & logistics and technical support services.
Sales and distribution activities are carried out through an extensive, global network of subsidiaries located in North America, Europe and Asia. These subsidiaries and sales offices enable Creative to provide effective global support to our broad-based, multi-tiered channel distribution network in more than 80 countries.
Creative Labs Americas
In 1988, we set up our US subsidiary, Creative Labs, Inc. with the aim of breaking into the massive US market. Located in Milpitas, California, Creative Labs, Inc. is the sales, marketing, training and customer support organization for Creative Technology in the Americas. Creative Labs' operations include a technical support centre in Stillwater, Oklahoma.
Creative Labs Europe
Creative Labs Europe was established in 1993 to capture a bigger share of the growing European market. The European network provides strategic customer support to Creative's customers in Benelux, Denmark, France, Germany, Italy, Poland, Portugal, Russia, Spain, Sweden and the UK.
Creative Labs Asia
In September 1999, Creative Labs Asia was formed as the core sales and marketing channel in Asian countries such as Japan, China, Hong Kong, Taiwan, South Korea, Australia, New Zealand, South Africa, India, Malaysia, Indonesia, Thailand, Vietnam, the Philippines, Turkey and the Middle East. The Asian office comprises various divisions, such as Business Development, Product Marketing, Asian Operations and Customer Service. These divisions optimize their expertise to collectively exercise effective competitive advantage in this booming region.
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