Iriver's mega digital portable player set to take region's music scene by storm

At a special event held in Dubai, Sharaf Electronics introduced the latest iriver product, the U10, for the first time in the region. iriver's extremely compact U10 has raised the bar for digital portable music players by integrating numerous multimedia features including the capability to play music in a variety of formats, videos, photos, and comes with a voice recorder, a digital FM tuner, and lots more.

Addressing the media at the event, Mr. Sharafuddin Sharaf of Sharaf Electronics said that Sharaf Electronics has entered into an agreement with Reigncom Corporation to infuse renewed vigour into the distribution of 'iriver' digital portable players across the Middle East and Africa: 'We are pleased to forge this strategic alliance with a prestigious brand like iriver, the leading innovator in digital entertainment.'

He added:

'Sharaf Electronics intends to leverage UAE's position as a technology hub and an international centre for innovation and excellence by implementing an aggressive long-term marketing strategy to promote iriver in the UAE and across the entire region. With such diverse and superior products at great value we are confident that iriver will be well received in the region.'

With a breathtaking color display, the U10 is more than just good looks. It fully supports, and is compatible with leading technologies and Macromedia's Flash Platform makes it a must-have device for people on the move, who want to listen and watch their favorite content anytime and anywhere.

Mr. Kebin Lee, iriver's Director of International Marketing based in Seoul, Korea, said: 'We are delighted to enter the huge markets of Middle East and Africa through this significant tie-up with Sharaf Electronics, which is part of a reputed business group in the UAE. iriver has identified this region as a key growth area, and in Sharaf Electronics, we have found a regional partner who could help us tap into the vast potential that exists for entertainment devices.

'We have ambitious plans for the brand and aim to target the youth or the segment of society which is fast -becoming known as 'Generation X' across the Middle East. iriver's diverse range of products have been designed to complement life-styles and enhance the ever popular digital experience.'

Offering much more than any existing digital portable player in the region, iriver's U10 features an ultra-bright 2.2' vivid color display plus an intuitive direct click interface enabling users to play music, videos, listen to their favorite FM stations, play their favorite Macromedia Flash games and animations, and connect to their PCs or car entertainment systems with the utmost of ease and convenience.
The unit is extremely compact (only 2.7' by 1.8' in size), offers up to 34 hours of continuous operation and is available in 512 MB and 1 GB of internal memory.

Mr. Kapil Dutta, Head of Business development for iriver in the Middle East & Africa, who was also present at the event, said: 'The U10 user will have a multimedia experience unparalleled thus far. It is a powerful device that is fully loaded with features and trend-setting style and ergonomics- whether it is in size, features, quality, ease of use or innovative technology. Iriver aims to satisfy customer desires by its attractiveness, size, features, quality and by offering latest in digital Audio-visual entertainment.'