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Creative Technology


Creative Technology Ltd. is a global technology company headquartered in Jurong East, Singapore with additional offices in offices in Silicon Valley, Dublin, Tokyo, and Shanghai. The principal activities of the company and its subsidiaries consist of the design, manufacture and distribution of digitized sound and video boards, computers and related multimedia and personal digital entertainment products. It also partners with mainboard manufacturers and laptop brands to embed its Sound Blaster technology on their products.
Shifting focus from language to music, Creative developed the Creative Music System, a PC add-on card. Sim established Creative Labs, Inc. in the United States' Silicon Valley and convinced software developers to support the sound card, re-named Game Blaster and marketed by RadioShack's Tandy division. The success of this audio interface led to the development of the standalone Sound Blaster sound card, introduced at the 1989 COMDEX show just as the multimedia PC market, fueled by Intel's 386 card and Windows 3.0, took off. The success of Sound Blaster helped grow Creative's revenue from $5.4 million USD in 1989 to $658 million USD in 1994.
At the same time, Esber and the original founders of the company had differences of opinion on the strategy and positioning of the company. Esber exited in 1995, followed quickly by Buchanan and Pomerantz. Following Esber’s departure, Sorkin was promoted to General Manager of Audio and Communications Products and later Executive Vice-President of Business Development and Corporate Investments, before leaving Creative in 1996 to run Elon Musk’s first startup and internet pioneer Zip2.
In August 1998 the Sound Blaster Live! was the firm's first sound card developed for the PCI bus in order to compete with upcoming Aureal AU8830 Vortex2 sound chip. Aureal at this time were making fliers comparing their new AU8830 chips to the now shipping Sound Blaster Live!. The specifications within these fliers comparing the AU8830 to the Sound Blaster Live! EMU10K1 chip sparked another flurry of lawsuits against Aureal, this time claiming Aureal had falsely advertised the Sound Blaster Live!'s capabilities.
In early 2008, Creative Labs' technical support center, located in Stillwater, Oklahoma, laid off several technical support staff, furthering ongoing concerns surrounding Creative's financial situation. Later that year, the company faced a public-relations backlash when it demanded that a user named "Daniel_K" cease distributing modified versions of drivers for Windows Vista which restored functionality that had been available in drivers for Windows XP. The company deleted his account from its online forums but reinstated it a week later.