SINGAPORE (Jan 3): Shares in Creative Technology reached as high as $3.60, or 11% higher than its Thursday close of $3.24 on Friday morning.

This after the tech company announced on Thursday night it was unveiling its second-generation Super X-Fi audio solutions at CES 2020 in Las Vegas to be held from Jan 7-10.

Super X-Fi recreates the soundstage of a multi-speaker surround system in a pair of headphones. It also personalises the audio experience and makes the sound more natural by scanning the user’s head and ears.

Two years ago, Creative’s share price rallied more than 270% to $4.14 -- its highest in about six years -- when the Super X-Fi won the "Best of CES 2018 Award" after the technology was newly launched.

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According to Creative's filing which was posted after Thursday's market close, one major improvement to the Super X-Fi product line-up this year is the implementation of the "Super X- Fi Gen2 profile", an improved version of the its first audio profile which is supposed to be more accurate in customising the sound for individual users.

Among other products of the newest Super X-Fi ecosystem to be unveiled at CES 2020 include Creative SXFI Carrier, a soundbar with Super X-Fi "headphone holography"; SXFI Trio, a triple-driver in-ear headphones; Aurvana Trio Wireless, a neckband headphone as well as the SXFI Gamer headphone.

“Since our historical award-winning run last year, Super X-Fi has generated huge interest across the industry, including OEM partners. Our showcase this year not only features the possibilities in terms of product options available for development with our partners, but also how much we have improved the technology itself to further the appeal to users,” says Sim Wong Hoo, CEO and co-founder of Creative who was once the poster boy for tech entrepreneurship in Singapore back in the 90s.

See: Sim more excited about Super X-Fi than he was about Sound Blaster

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In its heydays, Creative was known for its advanced but expensive audio cards for desktop computers. In 2000, its share price hit a record high of $64, giving it a market cap of $5.2 billion. The company later ventured into the MP3 player arena but later lost out to Apple’s iPod.

As at 11.10am, shares in Creative are trading at $3.40, giving it a market cap of $239 million.