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‘We will consider making in India when the time is right’ : Paul Seow, Brand Manager – Corporate marketing, Creative Technology

Creative is a worldwide leader in digital entertainment products. Famous for its Sound Blaster sound cards and for launching the multimedia revolution, Creative is now driving digital entertainment with cutting-edge audio solutions which include premium wireless speakers, wireless headphones, and powerful audiophile-grade amplifiers and digital audio converters. Creative’s proprietary technologies, innovative hardware, applications and services leverage the Internet, enabling consumers to experience high-quality digital entertainment – anytime, anywhere.

Paul Seow, Brand Manager – Corporate marketing, Creative Technology in an interview with Suman Prasad spoke about different aspects of the brand in Indian market, on digital entertainment products industry, its plan to Make in India, the next big innovation in this industry, its upcoming launches, future plans for Indian market and many other interesting details.

Excerpts from the interview:

Creative Technology in Indian market

Creative Technology is a leading brand in personal entertainment space and has been present in India since early 90s. Its Sound Blaster was considered to be the go-to brand for all the PC users. The products under Sound Blaster have been sold by a lot of retailers in India.

Creative has invested in making the brand more visible through various dealer events and by participating in IT shows annually. This has helped the brand increase its presence across India.

Creative Product Categories

As of today, we have categories like Bluetooth speakers, sound cards, gaming products, headphones and high end audio products.

On digital entertainment products industry in India

India is a big and important market which is fast adopting to the latest technologies being offered in the digital entertainment space. However, it is still in the early stages of adoption and has an incredible potential for growth. The market is still not as cluttered as other countries.

On Making in India

It is always in our consideration and when the time is right, we will definitely consider it.

USP of Creative Technology

Our products can be differentiated on 2 fronts: Audio Quality and Technology. From the 1990s, we have amassed many high-end audio technologies and acquired many audio related technology companies in order to propel our plans to cement ourselves as a top audio technology company. Over the years, we acquired E-mu, Ensoniq (for their high end audio chipset and PCI technologies), Sensaura for 3D audio technologies.

Today, we have a broad range of audio solutions. For example, our ROAR series of Bluetooth speakers is doing very well (it has garnered an incredible amount of 5-stars reviews on

Next big innovation in this industry

Our focus is on the growing Home Entertainment market and we are coming up with the X-Fi Sonic Carrier which boasts of 15 drivers in a main console (400W RMS) and two 10″ drivers in a Sub Woofer (600W RMS). It can play high resolution audio of 24bit 192kHz and 4K videos at 60fps with the latest moving audio technology Dolby ATMOS. As of now there are no similar products in this category with same features as the Sonic Carrier.

About Creative’s recent launch Muvo 2 Bluetooth speaker

The Muvo2 speaker has been received well by the Indian market. It is fast becoming a major contributor to our mass market Bluetooth speakers.

Upcoming Launches in India

One of the most important product we want to launch in India in 2017 is the X-Fi Sonic Carrier which is the latest state of the art super high end audio and 3D cinematic Sound entertainment system. Apart from this there are many other offerings on the anvil.

Future plans for Indian market

We want to increase our presence in India by offering the right product to cater to every segment of the market. We aim to achieve that with our new range of products that caters to the masses as well as the niche segment.

We have always strived to grow our presence in India in a big way with suitable products for every segment of the market. Today, with our new range of products we cater to masses as well as the high end spectrum of the market. We are committed to serving the Indian market and will continue to introduce our innovative range on a regular basis.

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