First, a quickie
about the scary indications of the future of a company...
Having been directly involved in reporting about many and varied
companies that come and go in the computing world for over sixteen
years... It becomes easy to see ominous signs of the future when
one observes certain familiar "happenings" that do not
bode well for companies exhibiting such tendencies and
Such is the case
with Creative Technologies... Don't
misunderstand me, Creative is alive and well. However, when
a company begins to suffer from what we call the "Canary
Syndrome" (still around but emitting sounds like
"cheep - cheep - cheep" one has to ponder whether or not
its a sign that the bean counters have taken control of the
company. That's not a bad thing.. as long as relations
with the media and public remain at and on a high and positive
note. This being the first quarter of the year 2000, it was
somewhat ridiculous to hear from a PR rep at Creative that they
had no product available for review as he.... had exhausted his
budget. I truly felt sorry for this PR person having to face
the "front lines" with no "ammunition".
On top of which its equally appalling to find people in PR
departments who are arrogant and offensive. Somehow,
somewhere an end must come to the lack of professional attitudes
in positions of responsibility.
There was a time
when Creative was "King of the Road" as far as Sound
Cards were concerned... SOUND BLASTER! Now, that was the
CARD to own. In fact, Creative's Sound Blaster set the standards
the industry went by. At the rate things are going I expect
all that to change in the near future unless of course, Creative's
course and direction changes and changes fast. But now, that
they've jumped into the hardware fray with "both feet"
its easy to understand they may have bitten off more than they can
chew. There's modem blasters, video blasters and lord knows
whatever else blasters... I hate to say it but it looks like they
blasted one time too many. How many of their recent blaster
products have really floored the marketplace like Sound Blasters
of varied sizes used to do?
Was Creative QUICK
to respond for the users as far as new drivers were concerned for
Windows 2000?? Not so sure. Seems the gripes in the
newsgroups are overflowing about the lack of reliable drivers, customer
support and a bad attitude being exhibited by their support
people. Far too many negatives as far as this reporter is
I can easily
remember back to the Osborne days... the Atari days... the
Sinclair days.... Companies that were so cocksure they had
the "whole enchilada by the chops" until they realized
that ALL they had were the chops! But by that time.... it
was far too late.
They were by that
time... already history.