Creative Technology jumps into the tablet market... too late, too slowly?

Detail of Creative ZiiO 7 tablet: note the non-English script on the return button, bottom right. Photo by charlesarthur on Flickr. Some rights reserved

Creative Technology - the Singaporean company which five years ago vowed to go after Apple over a patent it had which it reckoned the iPod infringed - has come into the tablet market with a range of tablets, including 2 3.2-inch, 7-inch, and 10-inch models, running the Android OS.

And what does it bring to the tablet party that's different from what everyone else is doing? Wellll... that's hard to say. It has built its own processors to run the devices (designed at 3D Labs, which Creative Technology owns), and written its own audio drivers which it says means that you'll get far higher audio quality while listening or streaming (via Bluetooth) to compatible devices.

But in many other ways, Creative's output looks to be lagging behind many other tablet companies. To begin with, they're all running Android 2.1 - and none of them has 3G. This means that they won't automatically be able to access the Android Marketplace (because Android is a phone OS, and devices which don't have 3G or other phone stuff inside them can't be phones, so they can't access the marketplace for phone apps).

Update: Factoring in the prices, though, suggests that these are priced to sell - and so could give rivals quite a run for their money if Creative can get past the Marketplace hassles.

However Mac Aw Kuw Weng, director of corporate marketing, told us that there will be an over-the-air update (via Wi-Fi) to the devices to Android 2.2, which will be available as soon as Google has finished its trials of them - sometimes in late December... early January? Once that's done, then users will have access to the Marketplace. Otherwise they'll have to sideload apps via their computer.

Oh, and on the Wi-Fi issue: it's the ZiiOs (the 7" and 10") are only 802.11g&b, not 11n, which might be slightly limiting. The 3.2-inch Zen, mystifyingly, is 802.11b/g/n.

The models that we tried were all a little unfinished, at least in software terms: though there is an orientation sensor in the devices, the software didn't pick up on it. The keyboard though was pretty nice, and the limited tests I did suggested that the settings were well laid out. But there were a few crashes, and lack of responsiveness to touch, especially when trying to swipe through a selection of films.

The 3.2" Zen device comes with optional GPS, which would mean you could use it as a navigation device; the larger devices don't, because (Weng suggested) you wouldn't really want to try using them to do turn-by-turn navigation. (Though I thought: might be good to be able to view the maps at a more usable size.)

The tough question: what does it think people will want - the 10" or the 7" version? "That will be based on the feedback from the buyers in stores [not customers, but the retailers who order stock]," said Phil O'Shaughnessy, in charge of worldwide corporate communications. "We believe there will be a huge trend in the holidays for buying tablets."

That might be so, but if Creative doesn't get its factories sorted out, then it's going to have serious supply problems - making 7" or 10" machines isn't like turning a tap on and off. Look at the problems that Apple had trying to meet demand - and that's a company which normally has its finger right on the pulse of the supply chain. Creative looked a little shambolic in this, to be honest: started late, late to get the product through testing, and without access to the Marketplace, which a lot of its rivals do have.

Plus it's using a resistive rather than capacitive touchscreen, which is generally reckoned to be a less pleasant experience, and less robust, than the capacitive ones (used by Apple and Samsung among others).

The prices are pretty competitive with other Android tablets, but the lack of a Marketplace will probably mean disappointment for many would-be ordinary users who'll be expecting something like the Apple app experience. Although it does come with Angry Birds already installed - so at least that's one way to while away the time until Google gives the thumbs-up to 2.2.

I did ask whether Google had given its blessing to the idea of a 10" tablet running Android; Weng sort-of implied that it had, or at least that it hadn't frowned on it. Perhaps we'll see through watching how long it takes for the 10" version to be approved.

Update: But the prices are competitive. Here's the listing:
• ZiiO 7" Pure Wireless Entertainment Tablet 8GB: £199.99
• ZiiO 7" Pure Wireless Entertainment Tablet 16GB: £219.99 (only via creative.com/shop)
• ZiiO 10" Pure Wireless Entertainment Tablet 8GB: £249.99
• ZiiO 10" Pure Wireless Entertainment Tablet 16GB: £269.99 (only via creative.com/shop)

• ZEN Touch 2 Wireless Entertainment Device (without GPS) 8GB: £149.99
• ZEN Touch 2 Wireless Entertainment Device (without GPS) 16GB: £159.99 (only via creative.com/shop)
• ZEN Touch 2 Wireless Entertainment Device (with GPS) 8GB: £159.99 (only via creative.com/shop)

Creative says these are the suggested retail prices, though I do wonder whether they include VAT. But even if they do, then the 10" 16GB version comes out at £320 - substantially below the 16GB iPad at £430.

Also on show were plenty of Bluetooth streaming systems, including some nice-looking satellite speakers (more here). Why Bluetooth when the Kleer system could give even better audio? Because Bluetooth is more prevalent, Creative said - though Weng revealed that the company is talking to Apple about incorporating Apple's AirPlay system for streaming audio over Wi-Fi: that might be coming soon.

And while Creative may not have managed (even a bit) to displace Apple in the iPod market, it did score one notable success: it won a patent case against Apple over the use of menus in the iPod - meaning Apple had to pay it a license fee for every classic iPod sold.

Meanwhile, here are some pictures of the Creative tablets. Excuse quality, but they should give you the idea.

iPad beside Creative ZiiO 10. Photo by Charles Arthur on Flickr. Some rights reserved

Creative ZiiO 7 beside ZiiO 10. Photo by charlesarthur on Flickr. Some rights reserved

Creative ZiiO 7: OK... Photo by charlesarthur on Flickr. Some rights reserved

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