But the company is developing new businesses selling to creative professionals for web design and technology for mobile devices, like e-readers, which require crisp fonts.
Not only that but creative ideas are unproven so selling them to a client and getting them implemented is only possible if the client is willing to fail.
In a bid to improve its position, Creative embarked on a strategy of cutting prices, increasing advertising spending and offering retailers rebates for selling some its MP3 products.