Creative Technology plans a major assault on Apple's music player market share next year.
The company will spend $100 million globally to market its own devices. Creative's CEO, Sim Wong Hoo, said: "The MP3 war has started and I am the one who has declared war."
"I intend to outmarket everyone," he said. The company wants 40 per cent of the global market next year - over one million player sales per month.