Creative Technology sets tie-up with iVideoSmart for Super X-Fi technology

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Creative Technology said on Thursday that it had tied up with white-label video publishing platform iVideoSmart to incorporate its Super X-Fi technology into the video platform.

The Super X-Fi technology uses 3D sound for improved audio fidelity. Creative’s recent product, the SXFI AMP headphone amplifier dongle, uses the Super X-Fi technology and can be used with studio-grade headphones, Creative has previously said.

Creative was positive on how the tie-up would increase the visibility of its product.

“This is a technology partnership that sees Super X-Fi integrated right into the engine of a third-party platform, and Creative is planning for more such Super X-Fi partnerships going forward,” Creative said in a filing to SGX after the market close on Thursday.

“These kinds of partnerships will allow a massive number of users to have a taste of Super X-Fi technology for free on a limited basis. This will enable the rapid scaling up of the Super X-Fi user base,” Creative said. “At the same time, iVideoSmart will facilitate the marketing of Super X-Fi products to its massive user base starting with Creative’s SXFI AMP.”

Sze Chin Lee, CEO of iVideoSmart, added that including the Super X-Fi technology on its platform would improve its users’ audio experience.

iVideoSmart has around 75 million unique monthly users across its network of publishing partners, the filing said.

The SXFI AMP is priced at S$219, or US$149.99, Creative has previously said.

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