In yet another quarterly loss, Creative, the original brand that brought sound to every PC in the world is fast losing its shine and fast crumbling down in a heated competition with Apple Ipod. Frankly speaking, Creative loses its creative marketing compared with Apple idolised position by millions of users around the world. It is almost as if you have bought a Ford while others bought BMW.

The only positive thing to come out of Creative of late is their win in a lawsuit against Apple which was settled out of court. Even Sony is doing relative well with their MP3 player which instead of pitting itself against Apple, it went niche and created “Network Walkman” (Sony’s lingo for MP3 players). The design was somewhat unique and it was NOT the only product carried by Sony, its nimble smallish division was able to churn out profit. Notwithstanding, the brandname Sony does help.

The only Singaporean bred MNC to make it big time, will this spell the end of the company? Or will the company restructure to face the challenges of the future?