Creative Technology launches first audio products since founder Sim Wong Hoo’s death
Janice Lim
HOME-GROWN tech company Creative Technology has launched two wireless earbuds – its first audio products released since the death of the company’s founder and chairman, Sim Wong Hoo, in January.
Called the Creative Aurvana Ace and Creative Aurvana Ace 2, they are the result of a partnership inked in August between Creative and xMEMS Labs, makers of solid-state speakers.
These earbuds – S$189 for the Aurvana Ace and S$219 for the Aurvana Ace 2 – feature the micro-electromechanical system, solid-state speaker technology from xMEM Labs. (The latest AirPods by Apple start at S$169.)
The Aurvana products follow on the legacy of the company’s founder, who made a name for himself and put Creative Technology on the world map, particularly with the Sound Blaster sound cards, which became a de facto standard for audio on personal computers.
However, the company’s financial performance has been on the decline in recent years.
Just last month, Creative issued a bourse filing to report that it has booked pre-tax losses for three years running. It recorded a net loss of US$6.1 million for its second-half year ended on Jun 30, 2023.
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Shares of Creative closed flat at S$1.42 on Thursday.
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