In today's world, where standard and low cost computer microprocessors double in speed every two years, where memory and storage media prices drop faster than anyone can predict, and where audio processing hardware becomes increasingly powerful, sophisticated system solutions are required to deliver new and exciting audio capabilities to end users in a useful form. Indeed, product development has emerged as a vital and pivotal engineering group for the Creative Advanced Technology Center, supplying new product innovations. For this reason, Creative ATC has grown, and is continuing to grow, a top-notch Product Development group with a diverse range of hardware and software expertise.

Since its inception in 1993, the Product Development group has established a reputation for developing cutting-edge audio product technology with a remarkably small team of engineers. The keys to this success are a professional yet casual and interactive development environment, a solid group of engineers who share a passion for music and audio, and a strong collaboration with other Creative ATC departments as well as counterpart development groups in Creative Technology and E-mu Systems. The Product Development Group makes contributions in the areas of Hardware & Embedded Firmware Architectures, Software Drivers, APIs and Applications used in Creative and E-mu audio products.