All eyes on Creative's new CEO to drive innovation, revive firm

Brother of late founder takes the helm amid growing losses and rapid tech advancements

- Sheila Chiang

All eyes will be on Creative Technology's new chief executive officer to drive innovation at the home-grown electronics firm.

Mr Freddy Sim, 67, the younger brother of the company's late founder Sim Wong Hoo, is taking the helm amid widening losses at the firm, rapid technological advancements and stiff competition.

Aletheia Capital's head of consumer and internet Nirgunan Tiruchelvam said Mr Sim will need to come up with more relevant and innovative products to help revive the company, noting that it could do more in terms of advanced voice assistant integration and other relevant businesses.

"The R&D (research and development) spend is very small compared with what the competitors in the US are spending," he said.

Creative, in its May 16 filing announcing Mr Sim's appointment, noted his experience as an entrepreneur in consumer electronics and technology for over 40 years.

Mr Tiruchelvam said: "As such, he may be open to the challenges that Creative needs to grapple with, which is to adapt their products to face the evolving technology."

Mr Sim, who like his brother will be drawing a nominal monthly salary of $1, said in a statement from the firm that Creative is known as the flag bearer for innovation in the technology industry and that the new senior management team has "re-strategised and refocused on our core DNA of innovation".