The Creative Advanced Technology Center is Creative's primary advanced research and development center, working on leading-edge technology for Creative's PC and Personal Digital Entertainment products.

Creative's name has long been associated with its audio technology, from the pioneering Soundblaster cards to the latest SB-Live! and portable Nomad mp3 players. Not surprisingly, much of our focus is on audio technology in all its aspects, from algorithm research through VLSI architecture and development, to software APIs and applications such as Environmental Audio and LAVA!

Through our close links with Emu-Ensoniq, another Creative company, we have a long history of developing audio technology for the professional music market. This high-end background in music and audio has driven much of the audio technology Creative now ships to the desktop PC and personal digital entertainment markets, and our own developments still contribute to the Emu-Ensoniq product lines.

Our other main areas of activity are in developing technology for the graphics and connectivity segments of Creative's portfolio as we branch out into exciting new areas and extend our product line beyond audio and into all aspects of digital entertainment, leveraging our existing presence in audio and home theater, into home connectivity, portable products such as Nomad and digital cameras, and high performance graphics. Our graphics VLSI development programs are at the very bleeding edge of silicon technology, pushing geometries, gatecounts, and operating frequencies to the very limits of the technology.

As connectivity continues to play an ever-increasing role in today's technology, Creative is right there at the forefront, with exciting developments in P1394 (FireWire), and now wireless connectivity using Bluetooth. The Advanced Technology Center is the key R&D center for all these technologies for Creative, whose world-class marketing and sales organizations have already made it the number one provider of multimedia technology for the PC, and are now pushing forward as a formidable force in consumer electronics and personal digital entertainment.