Creative axes 2,700 jobs, simultaneously lowers expectations for Zii

While the hype is bubbling over surrounding Creative's Zii "stemcell computing," the outfit obviously doesn't think whatever it is will turn things around. Instead, it has chosen to cut some 2,700 jobs -- nearly half of its workforce -- as "demand for its music players tumbled." According to a report filed to Singapore's stock exchange on December 31, 2008, the company had 3,100 full time employees at the end of June 2008, which is around 47% lower than what was posted a year prior. 'Course, we suppose the cuts aren't all that surprising after posting a net loss of $19.7 million on the lowest revenues in five years, but it still makes us wonder just how confident the company is about this whole Zii dealio.

[Thanks, Grayson]

[az1324 Posted Jan 4th 2009 3:07PM]

Maybe they are replacing those employees with Zii. It has had enough time to evolve.

[(Unverified) Posted Jan 4th 2009 3:25PM]

No, I don't doubt Zii will be a "breakthrough that will better lives beyond our imagination", it's the time that a new technology to rise up, I can't wait the CES to know everything about it...until then all the news about Zii will be posted here http://www.ziitechnology.com

[(Unverified) Posted Jan 4th 2009 6:58PM]

Sigh, I used to love Creative....

My First MP3 and Soundcard both Creative...
Originally i loved them, but as years passed, nothing really changed and new products just didn't appeal as much (the new X-Fi did a bit...until I read a few reviews which got me thinking I should just pass).

For soundcards, I feel the new drivers seriously are pretty dead and I just gave up on them.

I agree, if they actually fixed some things (SD Card Slot Integration) and made them more user-friendly, I feel that Creative would be a bit higher up in the MP3 industry. Other things are possibly changing the UI up a bit and more appealing aesthetically with some players.

I myself have owned quite a number of Creative players and loved them, but they have to come up with something new or more appealing to consumers. Now I pretty much go with the Zunes, Cowons, and the Samsung P2/P3.

I really hope Creative can comeback with better software and more aesthetically appointing players (The few newer ones that have come out in '08 are pretty lame)

[wT Posted Jan 4th 2009 11:09PM]

They just need to get a new driver team and design team. The current bunch are just sitting there doing either nothing, or something useless and getting their salary every month.

[xiaobai Posted Jan 4th 2009 11:16PM]

about 4 years ago, I bought 1 creative nano 1G, cost me 250 SGD (about 170USD now). At that time, this+100SGD can buy an ipod nano first generation.

It was a absolute regret buying that device because I was using iriver imp550 before that, which is far better than the Creative mp3, like a toy. Plastic body, lousy sound quality, and even can here the sound of electric current when you operate any button if the LED backlight is on. Lousy design.

From that day, I never bought any more Creative products although Creative is helding 4 warehouse sales per year in singapore selling very cheap speakers, mp3 players, and so on. And from that day, i know creative will die, sooner or later because in portable player market, quality is everything. Didnt expect Creative to survive so long....:)

[kineticarl Posted Jan 5th 2009 1:08AM]

this is no surprise. they've been operating at a loss for years, if you check out their financial statements.

[(Unverified) Posted Jan 5th 2009 10:31AM]

how to ruin a brand name:
step 1...

[(Unverified) Posted Jan 5th 2009 8:37PM]

Should have made a true successor to the Vision M. That was an awsome (albeit poorly built) player and why they decided to abandon that and head the direction of the Zen is beyond me.

[(Unverified) Posted Jan 6th 2009 7:26PM]

Anyone here win one of the gold coins they gave away about 10 years ago?