Creative set to sell Super X-Fi tech in OEM market

After demos at last week's CES trade show, Creative's Super X-Fi snagged 10 awards from various tech review sites.
After demos at last week's CES trade show, Creative's Super X-Fi snagged 10 awards from various tech review sites.PHOTO: LIANHE ZAOBAO

Creative Technology said yesterday that it is ready to work with original equipment manufacturers (OEMs) to incorporate its Super X-Fi headphone technology into their products after getting a good response from some large players at last week's CES tech trade show.

Creative chief executive Sim Wong Hoo had said last year that the plan has always been to sell Super X-Fi to hardware makers in order to reach a larger market, instead of focusing on the roll-out of its own products.

The suite of Super X-Fi products that Creative manufactured and showcased at the Las Vegas show was meant to demonstrate to OEMs how the new technology could fit in various hardware, as he earlier told The Business Times.

Now, after getting an overwhelming response from its OEM partners, Creative is ready to enter the OEM market immediately, Mr Sim said in a press release yesterday. He added: "In fact, many large OEM partners are pushing us to integrate Super X-Fi onto their products as soon as possible.

"This will be an exciting new phase for us, as the OEM market is potentially hundreds of times larger than the market for Creative's Super X-Fi products."

However, Mr Sim also previously said that the OEM market requires a whole new level of support and will take a longer time to generate meaningful revenue.

Revenue per unit for OEM shipments can be expected to be lower than from sales of Super X-Fi products directly under the Creative brand.

These are factors he has already considered, Mr Sim told BT.

Spirits are high in the Creative team, which managed a surprise awards sweep at CES.

As the trade show wrapped up last Friday after a frantic four days of Super X-Fi demo sessions, Creative's Super X-Fi headphone technology snagged a total of 10 awards from various tech review sites.

This was the audio tech firm's best awards showing ever, it said.

A version of this article appeared in the print edition of The Straits Times on January 15, 2019, with the headline 'Creative set to sell Super X-Fi tech in OEM market'. Print Edition | Subscribe