Creative Technology ties up with bookstore chain Popular to promote its Super X-Fi products

Creative Technology said on Monday it was tying up with Singapore bookstore chain Popular in a longer term effort to jointly create new offerings in Singapore, starting with Creative’s Super X-Fi products.

At the upcoming Bookfest@Singapore book and stationary fair, the two will offer a Super X-Fi Experience Zone and they plan to include Creative’s SXFI AMP at selected Popular stores in the city-state, it said in a filing to SGX after the market close on Monday.

Song Siow Hui, president of Creative Labs, said that the Bookfest display from 14 December through 23 December will mean more than a half-million people will get to try the Super X-Fi product.

“Subsequently we will be planning to deploy Super X-Fi pop-up kiosks at selected Popular Stores across Singapore,” Song said.

Frank Seet, general manager for gadgets and IT and CD-Rama at Popular, noted that the bookstore’s gadgets sector was prominently featured in many of its stores.

“It is part of our efforts to serve the needs of the modern consumer,” Seet said. “What better way to do this than with Creative’s Super X-Fi technology that will transform the way today’s modern family experiences all their movies, music and games,” he added, calling using the product “just magical.”

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.

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