Creative arrives ready and able to entertain the crowds

Creative is going all out to entertain at the show this week, with its key focus points being its revolutionary X-Fi (Xtreme Fidelity) audio technology and its Zen mobile media players

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By  Matthew Wade Published  September 27, 2005

Creative is going all out to entertain at the show this week, with its key focus points being its revolutionary X-Fi (Xtreme Fidelity) audio technology and its Zen mobile media players. “X-Fi is an innovatory audio technology in itself, but we're starting to bring it in by introducing it to the market with our new line of four PC sound cards,” says Leonard Yap, senior marketing specialist at Creative Middle East. According to Creative, X-Fi technology dramatically improves MP3, PC games and movie sound quality. The technology's crystaliser enhances MP3s for instance by bringing them back to 24-bit quality (the original resolution of studio recording) and also lets users upgrade their music to multi-channel surround sound. On the Zen front, Creative launched its original Zen MP3 player some time back, and then just a few months back added a smaller 'Micro' version and its Zen Personal Media Centre movie storage and playback device. However, the firm has now expanded its Zen range with the aim of grabbing more market share from the likes of Apple and Sony. “The Zen Vision for instance is the next step on from the Zen PMC,” explains Yap. “This has taken the Zen's capacity up to 30GB, from 20GB, and also added a CF card slot, making it even better for displaying a user's CF-format digital camera shots.” It's the Zen Micro Photo that Creative is most excited about though as this, says Yap, as he claims this effectively “plugs the gap” between 4- and 6GB MP3 players and large 20-60GB 'hold-all' products such as the iPod.

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