Creative Technology becomes Destructive liao

[Little_prince]

actually. creative's products are good.

 

but they should focus on their core strengths....

 

maybe a return to being oems rather than retail based strategy would be better for them.

[Ender]

actually. creative's products are good.

 

but they should focus on their core strengths....

 

maybe a return to being oems rather than retail based strategy would be better for them.

I think that what killed their soundblaster. The 3rd party sound chip supplier to the motherboards. Nowadays, almost every motherboard has a realtek sound chip, negating the purpose of buying an external pci sound card.

[Camrysfa]

He is a very traditional Chinese businessman, if he want to do that, he would have done it long time ago.

 

I dun think he like to manage a bunch of creative designer and marketing person to tell him things that he couldn't understand half the time.

 

something moved him to place an ad in the ST when Steve Jobs passed away:

Quote:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Creative Technology chairman and chief executive Sim Wong Hoo on Tuesday published a full-page newspaper advertisement paying tribute to the passing away of Apple's co-founder, Steve Jobs, despite the conflict between the two companies in the past.

 

The simple yet meaningful ad, which features a silhouette of Steve Jobs and three lines of thankful words expressing the Singapore entrepreneur's gratitude, is said to cost the 56-year-old local executive about $18,000, based on the current advertising rates of The Straits Times, where the ad appeared.

 

It reads: "Thank you for the great lessons. Thank you for the great products. Thank you for bringing a bit of us to the whole world."

 

The ad ended with a simple signature, "Sim Wong Hoo, Chairman & CEO, Creative Technology Ltd".

 

Computer engineer Andy Tan told Yahoo! Singapore that the ad highlights the respect Sim Wong Hoo still commands for Steve Jobs, regardless of past dissensions.

Some observers, however, believed the ad could have been a marketing ploy or a sublte reminder of the legal tussle between the two firms.

 

Both Creative and Apple were previously embroiled in an intense legal dispute in 2006 over patents of music players, specifically the patent covering a navigation interface that lets users choose songs to play back by selecting an artist, an album or a song.

 

According to media reports back then, the lawsuit was "unnecessary and was done out of desperation of Creative Technology.

[Donut]

 

Creative sell high tech products engineers want to make.

 

Apple make cool products customers want to buy.

 

Listen to your customers and not your engineers.

 

Yes.

 

The success of Apple is the word "Lifestyle". they are selling consumers "lifestyle", not products. Apple products are sold as a lifestyle for consumers to embrace.

 

in today's market, lifestyle marketing is the in thing. Product marketing will not sustain for long.

 

i give another example; Nespresso Coffee

 

if you have come across Nespresso coffee in Singapore, they are marketing coffee as a lifestyle. Their shop in in ION Orchard. They have a very good program for members. The ION shop has baristas serving free coffee from their machines, and at same time, doing the selling. They even keep consumers' preferences in their CRM database and they do targeted marketing to get consumers informed of new flavours, re-cycling program, promotions.

 

and from my perception, they are very successful in this approach.

 

who will have thought that selling coffee has become such a complicated and "atas" product?

[Atonchia]

actually. creative's products are good.

 

but they should focus on their core strengths....

 

maybe a return to being oems rather than retail based strategy would be better for them.

Yup their products are without a doubt of good quality.

But the usage and the needs have change so much.

 

They couldn't jump into the mobile platform bandwagon.

I didn't know of Beats audio until my phone speaker was one.

If they market their product and focus on their core strength.

They could have captured the mobile crowd but they didn't.

 

They tried to do too much with little focus.

I know they have educational tablets, that have quite good specs, but children still prefer IPad and Galaxy.

[Jamesc]

 

I've had a couple of Creative products. Yes, I had a Sound Blaster or two. But I also had a Muvo TX FM mp3 player (actually, still have it - it's indestructible). Frankly, I found it head and shoulders above anything Apple had at the time. Solid state flash drive-based, which meant it could survive pretty much any "normal" drop or knock even onto hard pavement. In fact, it could weather anything short of a direct thermonuclear hit. And very minimalistic controls that nevertheless provided a lot of options. 1GB storage, not at all bad in those days. And to top it all off, it had an excellent design - you transferred files by detaching the central portion which functioned as a USB stick. So not only was it a music storage system, it could store and transfer any files! There was never a need for cables or special software. And it used just a single battery (AAA, if memory serves). Lean and mean and very functional.

 

The problem was that Apple still led market share no matter what the competitors threw at it. You can't even say it was "founder effect" (i.e. being the first introducer of a product concept) like in the case of Windows. It was just that Apple had astounding marketing. They've always been known for having a cult following, and that's not actually too far off the literal truth. Apple sheeple just lap any crap the company serves up and calls it manna from heaven.

 

Even now, I can't fathom how the iPhone retains such a massive portion of the market share considering the other offerings out there on the market.

 

Bottom line: screw the engineers. Get the marketers to do the work. People are sheeple and will do as they're told.

 

You are exactly right.

 

Its the cool factor. Ipad is cool, Acer Iconia Tab, HTC Flyer, Dell Streak

 

all do the same thing but is not so cool.

 

A Philipe Patek can tell the time but a digital Casio can tell the time and

 

has a timer and stop watch but how many people wear a Casio to

 

a black tie dinner?

 

We buy many things not just for the function but also for what it says about us.

 

Like I am rich and successful and need all these things cos I am insecure.

 

[Jamesc]

Yes.

 

The success of Apple is the word "Lifestyle". they are selling consumers "lifestyle", not products. Apple products are sold as a lifestyle for consumers to embrace.

 

in today's market, lifestyle marketing is the in thing. Product marketing will not sustain for long.

 

i give another example; Nespresso Coffee

 

if you have come across Nespresso coffee in Singapore, they are marketing coffee as a lifestyle. Their shop in in ION Orchard. They have a very good program for members. The ION shop has baristas serving free coffee from their machines, and at same time, doing the selling. They even keep consumers' preferences in their CRM database and they do targeted marketing to get consumers informed of new flavours, re-cycling program, promotions.

 

and from my perception, they are very successful in this approach.

 

who will have thought that selling coffee has become such a complicated and "atas" product?

 

You are absolutely right.

 

Its clever marketing to get a better price for a commodity product.

 

It started with Gold Blend, I tried it and didn't find any gold in my cup at all.

 

[Kezg1]

Yup their products are without a doubt of good quality.

But the usage and the needs have change so much.

 

They couldn't jump into the mobile platform bandwagon.

I didn't know of Beats audio until my phone speaker was one.

If they market their product and focus on their core strength.

They could have captured the mobile crowd but they didn't.

 

They tried to do too much with little focus.

I know they have educational tablets, that have quite good specs, but children still prefer IPad and Galaxy.

 

...if losing so many millions $$ every 1/4...I bet a very good marketing gurus is probably less than 10 millions per annum...why not give it a try to revive the glory of creative name....hope he will do it.

[Jamesc]

 

Singaporean wives want what they want.

 

ATB give men what the men want to get what THEY want.

 

That's why usually see old man draw CPF take their ATB out.. =D

 

Yeah its really sad.

 

There is nothing more sillly than to pay for a bit of nookie

 

with a person's whole CPF.

 

[Lala81]

 

I've had a couple of Creative products. Yes, I had a Sound Blaster or two. But I also had a Muvo TX FM mp3 player (actually, still have it - it's indestructible). Frankly, I found it head and shoulders above anything Apple had at the time. Solid state flash drive-based, which meant it could survive pretty much any "normal" drop or knock even onto hard pavement. In fact, it could weather anything short of a direct thermonuclear hit. And very minimalistic controls that nevertheless provided a lot of options. 1GB storage, not at all bad in those days. And to top it all off, it had an excellent design - you transferred files by detaching the central portion which functioned as a USB stick. So not only was it a music storage system, it could store and transfer any files! There was never a need for cables or special software. And it used just a single battery (AAA, if memory serves). Lean and mean and very functional.

 

The problem was that Apple still led market share no matter what the competitors threw at it. You can't even say it was "founder effect" (i.e. being the first introducer of a product concept) like in the case of Windows. It was just that Apple had astounding marketing. They've always been known for having a cult following, and that's not actually too far off the literal truth. Apple sheeple just lap any crap the company serves up and calls it manna from heaven.

 

Even now, I can't fathom how the iPhone retains such a massive portion of the market share considering the other offerings out there on the market.

 

Bottom line: screw the engineers. Get the marketers to do the work. People are sheeple and will do as they're told.

 

actually yes, their muvo MP3 players were great.

 

Actually had 2-3 of those mp3 players for a while. Some still work!

[Miles]

i feel that Creative's undoing is all because of SWH. His stubborn insistence on product differentiation instead of brand differentiation. And his well known stinginess in spending on marketing and branding.

When competing against Americans, like Apple, you have no chance in US soil. The the trend throughout the world follows US especially in high tech and lifestyle.

 

Creative have in marketing terms, Point of Parity (PoP) in their products compared to competition, but they do not have Point of Differentiation (PoD) in which branding plays a major part. There is nothing that Creative have that competition do not have. Add to the fact that, new Chinese entrants to the market will kill them when it comes to price war.

Even Samsung who spent 3 times more than Apple on marketing couldnt really compete with Apple on US soil because of their biasness.

 

Once upon a time, Creative Technologies was hailed as the startup of the east just like how MS and Apple was. All because SWH managed to sell IBM their 16bit Soundblaster, which was then a game changer, as OEM to be installed into their machine when multimedia PC was an in thing in the 90s. Then they moved into the graphics card market and though not dominating like the sound cards, managed to outdo Voodoo cards (who beat Matrox millenium just months ago) with their licensed Nvidia chips. They were still successful.

 

Then they went into mp3 and made one of the first player - nomad mp3 player. Apple came knocking their doors wanting to partner Creative to sell mp3 players. SWH refused. The rest is history. I remembered SWH scoffed at the first gen ipod shuffle when it was introduced and said Creative already had the segment covered. Well, how many people scoffed at Steve Jobs and survived? To my memory, none.

 

Now, Creative is basically just like Samsung, battling in the market with the cheaper Chinese companies based on features and price. With low margin low market share, no brand presence in the world, higher cost of production,.. its a matter of time. Regardless of how good their product really is.

[Lala81]

 

I agree with you. Know yourself. Find your weakness and work on it to improve yourself.

 

In this case, it's definitely the marketing. I'm hardly a Luddite, but this is the first I'm actually hearing about the SB Roar. In fact, based on the reviews and the price, it looks like something I could really use, and I'm probably going to buy it direct from their store very soon. But the point is: that it took a random thread in a random non-audio/non-tech forum to even introduce me to this awesome (going by the rave reviews) product. They can't just depend on engineering and even design excellence to sell themselves by dumb random luck and coincidence (like in my case) - they need marketing gurus!

 

yes. actually i follow IT stuff in general but I've never heard of roar until today.

[Lala81]

Well it's SIm's company. He can run it into the ground if he wants.

 

Creative is really living on past glory. Can't keep up with the times.

I used to have a audigy 2 zs (GOLD connectors somemore haha). Used it for several years. Finally stopped using it when it died. Almost wanted to buy a new one but then i realised that AC97 audio codecs are fairly decent in terms of music reproduction.

The only good thing left about audigy was the sound effects in gaming.

[Tianmo]

Try having the top marketer or sales person reports to a product person or an engineer............and that marketer will end up in hospital very soon..........

 

engineers and product ppl are very important in B2B................but when it comes to B2C.........we need good marketers and sales ppl.........

 

I have worked with MDs who are train in finance...........MDs who are from productions..............and MDs with sales and marketing background......... totally different mindset and directions..............

 

Here the chief is a product person.........marketing to him is just another department in the company.............what can we expect...........

[Donut]

The whole idea of successful marketing is not to make the best product in the whole world. The idea is to make consumers THINK that your product is THE product to have.

 

One successful local company is Osim. Another "Sim" company.

 

they market their massage products as lifestyle products as well, not just another massage product to use.

 

their products are somehow integrate with each other, with clever marketing using celebrities endorsement.

[Kezg1]

Try having the top marketer or sales person reports to a product person or an engineer............and that marketer will end up in hospital very soon..........

 

engineers and product ppl are very important in B2B................but when it comes to B2C.........we need good marketers and sales ppl.........

 

I have worked with MDs who are train in finance...........MDs who are from productions..............and MDs with sales and marketing background......... totally different mindset and directions..............

 

Here the chief is a product person.........marketing to him is just another department in the company.............what can we expect...........

 

 

Its probably just like sinkieland where you have a army general to solve the transportation problems..

..

[Tianmo]

i feel that Creative's undoing is all because of SWH. His stubborn insistence on product differentiation instead of brand differentiation. And his well known stinginess in spending on marketing and branding.

When competing against Americans, like Apple, you have no chance in US soil. The the trend throughout the world follows US especially in high tech and lifestyle.

 

Creative have in marketing terms, Point of Parity (PoP) in their products compared to competition, but they do not have Point of Differentiation (PoD) in which branding plays a major part. There is nothing that Creative have that competition do not have. Add to the fact that, new Chinese entrants to the market will kill them when it comes to price war.

Even Samsung who spent 3 times more than Apple on marketing couldnt really compete with Apple on US soil because of their biasness.

 

Once upon a time, Creative Technologies was hailed as the startup of the east just like how MS and Apple was. All because SWH managed to sell IBM their 16bit Soundblaster, which was then a game changer, as OEM to be installed into their machine when multimedia PC was an in thing in the 90s. Then they moved into the graphics card market and though not dominating like the sound cards, managed to outdo Voodoo cards (who beat Matrox millenium just months ago) with their licensed Nvidia chips. They were still successful.

 

Then they went into mp3 and made one of the first player - nomad mp3 player. Apple came knocking their doors wanting to partner Creative to sell mp3 players. SWH refused. The rest is history. I remembered SWH scoffed at the first gen ipod shuffle when it was introduced and said Creative already had the segment covered. Well, how many people scoffed at Steve Jobs and survived? To my memory, none.

 

Now, Creative is basically just like Samsung, battling in the market with the cheaper Chinese companies based on features and price. With low margin low market share, no brand presence in the world, higher cost of production,.. its a matter of time. Regardless of how good their product really is.

 

I want to praise this..............but no bullet...........do it tomorrow.........

 

[Tianmo]

 

 

Its probably just like sinkieland where you have a army general to solve the transportation problems..

..

 

they sld just place the CSTO ( Chief Supply & Transport Officer) in MOT and see if it works........... [laugh]