Monday, 12 January 2009 16:14

Creative Labs changing business model

By Staff Writers
Creative Labs Pty Ltd, the Australian subsidiary of digital entertainment vendor Creative Technology Ltd is changing its business model and quitting Australia.

In the corporate restructure announced today byBernard Koh, Country Manager, Australia and New Zealand, Creative LabsPty Ltd will change their business model, with the Australianoperations consolidated from the Singapore Regional head office.

The company’s presence in Australia will be maintained only through anumber of distribution partners like Altech Computers, MultimediaTechnology and its online retail partners. Distribution will be handedover to these companies.

 “Like most businesses today, we have been monitoring and analysing themarket situation closely and have taken steps in advance to streamlineour sales distribution model to better compete in the market. Webelieve that by changing our business model flexibly, we will betterserve our customers and partners,” Mr Koh said.

Creative Labs Asia was formed in September 1999 as the core sales andmarketing channel in Asian countries such as Japan, China, Hong Kong,Taiwan, South Korea, Australia, New Zealand, South Africa, India,Malaysia, Indonesia, Thailand, Vietnam, the Philippines, Turkey and theMiddle East.
 
The Asian office comprises various divisions - Business Development,Product Marketing, Asian Operations and Customer Service – and CreativeLabs claims these divisions optimise their expertise to collectivelyexercise “effective competitive advantage in this booming region.”

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