Creative CEO Sim Wong Hoo is quoting by the Reuters news agency as saying, "the MP3 war has started and I am the one who has declared war. Iim planning to spend some serious money - I intend to outmarket everyone."
Mr. Sim is quoted as saying it has a 10% share of the MP3 market and is targeting a 40% share next year. It will have an uphill battle. Research firm NPD reported in early November that Creative had a 9.3% share in flash-based and hard drive-based portable media devices combined in the U.S., putting it in third place behind Apple with 41.9% and Rio with 10.0%.
Among hard drive-based devices only, Creative controls 2.3% of the market in the U.S., far behind Apple with 92%.
Mr. Sim said he intends to spend most of his marketing budget in the U.S.