Go To Latest Video ReviewsCreative Halves Workforce But Builds Zii Hype
| Author | Gordon Kelly |
| Published | 5th Jan 2009 |
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TrustedReviews NewslettersIt's hard to know what to make of Creative's prospects for 2009, but mixed messages like these don't help much...
In a prime example of 'There's good news and bad news' we'll get the latter out the way first with Creative admitting that it will have to cut 2,700 jobs - more than half its 5,000 strong global workforce. The news comes on the back of poor financial results which saw the company post a net loss of almost $20m in its last quarter and turn in its lowest revenue figures in five years ($736.8m).
"The markets that Creative targets are highly competitive," said Creative in a statement. "Many of Creative's current and potential competitors have substantially greater financial, manufacturing, marketing, distribution and other resources."
Doesn't sound too positive, does it?
Yet countering this Creative continues to massively hype its mysterious Zii Processor. Following up its 'Everything You Know Is About To Change' slogan we have received an invite which boasts: "You will be invited to join a new movement that will experience revolutionary breakthroughs... we have created a stem cell-like silicon that is able to grow and multiply into different solutions and ecosystems. With an investment that spans over 10 years, over a billion dollars and over 10,000 man-years, the world is poised to experience a breakthrough that will better lives beyond our imagination."
Is there any way the Zii can possibly live up to this hype? Yep, I'm sceptical too but let's hope Creative can truly knock our socks off this week - at the very least for the sake of its remaining 2,300 employees...
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Robovski said on 5th January 2009
Gnormie said on 5th January 2009
I find it difficult to believe how revolutionary this can be considering that in the tech business revolutionary = desirable, and it doesn't seem like they had enough confiden... more
smodd said on 5th January 2009
No so "Creative" if they have to fire half of their workforce...is better if they fired the CEOs and keep that the large amounts of money in the invest department... caus... more
sgculture said on 6th January 2009
I do not think reducing workforce suggests that creative cannot live up to the expectation of its hypes...if the financial crisis has anything to do with this, I do think that many... more
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This kind of hype really turns me off. I like Creative because they've made good products but this kind of ad line really just makes me want to not like what they are selling ... more