US sales of Creative's Super X-Fi audio device to start on Thursday

Creative Technology's chief executive Sim Wong Hoo with the SXFI AMP headphone amplifier.
Creative Technology's chief executive Sim Wong Hoo with the SXFI AMP headphone amplifier.PHOTO: LIANHE ZAOBAO

Creative Technology will begin sales in the United States this week for its Super X-Fi audio device, the home-grown consumer electronics firm said yesterday morning.

Its shares jumped on the news, closing at $6.08 yesterday, up 68 cents or 12.59 per cent.

Pre-orders there for the SXFI AMP headphone amplifier begin on Thursday, about 11/2 months after sales in Singapore began.

It will cost U$149.99 (S$207.35) on the American market, compared with $219 locally.

Chief executive Sim Wong Hoo said in a media statement that they "have had a huge number of enquiries in the US about its availability" since a consumer electronics showcase in Las Vegas in January and added that "it's still early days yet, in a small market like Singapore".

He has been cagey about the Super X-Fi uptake in Singapore, but disclosed last month that it sold 600 units in the first 20 minutes when its local Web store went live.

Creative had said in its fourth-quarter financial statements the previous month that Super X-Fi sales are "expected to provide good revenue growth opportunities for the current financial year".

Early reports from stock analysts wowed by the new technology had previously sent Creative's stock surging by 600 per cent over seven sessions in late February and early March.

A version of this article appeared in the print edition of The Straits Times on October 30, 2018, with the headline 'US sales of Creative's Super X-Fi audio device to start on Thursday'. Print Edition | Subscribe