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RioÕs iPod attack

Rio plans to attack the iPodÕs dominance by, Òdesign[ing] the right product at the right value and then use any kind of buzz we can take advantage of."

Rio president Hugh Cooney wants to take RioÕs market share of 8.9 percent and upset the iPod, which currently holds 54.7 percent of total digital music players sold.

Howerver, VP of marketing Dan Torres believes that Rio is already eroding AppleÕs market share with its 5 GB player. Torres said: ÒWe have a new hard-disk offering in the Carbon 5 gigabyte. It's a little hard for us to figure out what share we're taking from them, but we're competing with them directly. So far we think we're doing quite well, and we'll be taking share away from iPod mini."

For the full story:
Macworld UK - Rio outlines iPod attack plan