Creative sent through a release this morning stating that they were changing their business model. Originally I assumed it would have something to do with the new Zii platform, but after reading it through a couple of times, it sounds a lot more like they’re pulling operations out of Australia and running the show from Singapore. Have a read through yourself and tell me what you think:
Creative Labs changing business modelSydney, Australia – 12 January 2009 – Creative Labs Pty Ltd, a local subsidiary of Creative Technology Ltd and worldwide leader in digital entertainment products, today announced a change in business model.
Creative Labs Pty Ltd will be changing their business model in Australia with all the local operations being consolidated from the Singapore Regional Head Office while maintaining its presence in stores through a number of distribution partners like Altech Computers, Multimedia Technology and its online retail partners.
Bernard Koh, Country Manager, ANZ, Creative Labs said: “Like most businesses today, we have been monitoring and analysing the market situation closely and have taken steps in advance to streamline our sales distribution model to better compete in the market. We believe that by changing our business model flexibly, we will better serve our customers and partners.”
For more information, please visit www.au.creative.com
Natuarlly, I’ve asked for Creative to clarify the situation (a search of their website doesn’t actually provide more information) and will update when we get their response. Hopefully there won’t be too many Australian staff effected by this – especially considering the potential excitement the company’s got behind their new Zii platform…
UPDATE: Just got this note from Creative:
Creative Labs will continue to operate in Australia and New Zealand. The core sales function will remain on the ground locally and essential support resources will be relocating to Singapore. Maintaining and growing Creative’s brand presence will be a key focus for progression in the times ahead.
Ixionx
Monday, January 12, 2009 at 5:18 PMI’m not really bothered to be honest. I’ve sworn off buying Creative products ever again after the shocking driver support I had with my audigy and then again with my X-fi Fatality. Switched over to a Asus Xonar and couldn’t be happier.
Creative were great back in the late 90′s… wouldn’t touch them with a 10 foot pole now.
moggyx
Monday, January 12, 2009 at 8:11 PMSounds like they are winding up Australian operations and basing them out of Singapore. To be expected though, with the number of layoffs creative have made worldwide and the prospects for the next year.
I only hope this means, some of the money saved can be spent on a little more marketing as I recently went looking for a X-Fi and could not find one outside of online retailers.
You dont buy a product you dont know about or cant find!
Matthew
Monday, January 12, 2009 at 9:19 PMHmm… I wonder what this will do to thier RMA service level.
I had an Xfi Xtreme Gamer and it died on me, along with killing all of my RAM and Motherboard and I had to have it replaced… I got most of my stuff back within 3 weeks but with Creative i only just got it back 1 month ago and they actually had the card for 3 1/2 months!!
What happens when they are actually NOT in Australia at all… I had to send my card to a place in NSW which was then sent to Singapore.
I think Creative ALREADY has the worst customer service i have yet to encounter in the IT world. For a company that used to rule the world in computer sound the apple sure has fallen far from the tree.
Rahux
Tuesday, January 13, 2009 at 10:15 AMIs anyone really that excited about Zii? I’ve had SB cards on every PC till last year, having given up after waiting 3 years for them to release linux drivers. Someone was mentioning that their headquarters (not in Australia) was for sale about a year ago.
MavR1ck
Wednesday, January 14, 2009 at 1:09 PMCreative is closing there office in Australia. They will have no office. As per the letter and email we got as a retailer. They are closing all retail accounts. Customers will have to got to Infinet Services for all warrnaty issues were goods will be only replaced