Editing IRiver (section)

== History ==
[[File:Old river logo2.png|right|thumb|2001-2005 logo]]
In 1999, Duk-Jun Yang and Rae-Hwan Lee left [[Samsung Electronics]], along with five colleagues. They formed ReignCom, with Yang as CEO, originally as a semiconductor distributor, then decided to capitalize on the growing [[MP3 player]] market. They decided to outsource manufacturing to AV Chaseway, in Shenzhen, China, and contract product design to INNO Design, an industrial design company in Palo Alto, California, while keeping R&D in-house.<ref name="Outsourcing_Strategy" />

The company's first iRiver product was the iMP-100, a portable [[CD player]] capable of decoding [[MP3]] data files on [[CD]]s, released in November 2000. It and a later model, the iMP-250, were rebranded and sold by [[SONICblue]] in the United States under the [[Rio (digital audio players)|Rio]] Volt name. iRiver sold later models with its own SlimX brand, billing them as the thinnest MP3 CD players in the world.<ref>{{cite web
 |url=http://www.iriver.com/html/company/overview/coov_profile.asp
 |archive-url=https://web.archive.org/web/20041205061830/http://www.iriver.com/html/company/overview/coov_profile.asp
 |url-status=dead
 |archive-date=December 5, 2004
 |title=iriver Company Introduction
 |access-date=2007-05-13
 }}</ref> By now, iRiver portable CD players had achieved high domestic popularity<ref name="stir">{{Cite web|title=iRiver Creates A Stir Through MP3 Player|publisher=Korea IT News|date=30 December 2002|url=https://english.etnews.com/20021230200006}}</ref> and were also popular elsewhere. iRiver was one of a number of South Korean companies who were dominating the worldwide MP3 industry in these early years.<ref>{{Cite web|url=https://s.japanese.joins.com/JArticle/26258?sectcode=300&servcode=300|title=Ｍｐ３プレーヤー「韓国天下」}}</ref>

===2002–2005===
[[File:ILike iRiver - Flickr - cogdogblog.jpg|thumb|an [[iRiver iFP series|iRiver iFP]]-180T, one of its first flash memory music players]]
In 2002, iRiver scrambled to develop its first flash memory player to meet demand from the U.S. [[Best Buy]] chain. This led to the release of their first DAP product, the iFP-100 "Prism" - named as such because of its distinctive shape designed by its design firm partner, INNO Design.<ref>{{Cite book|title=Encyclopedia of East Asian Design|publisher=Bloomsbury Publishing|author=Haruhiko Fujita, Christine Guth|year=2019|page=430}}</ref> By the end of the year, iRiver had already gained as much as 20% of the domestic market and was steadily increasing popularity in foreign markets.<ref name="stir"/> A year later, it was first to market with 512&nbsp;MB and 1&nbsp;GB flash players<ref>{{cite web
 |url         = http://www.businessweek.com/magazine/content/04_04/b3867071.htm
 |title       = Korea's ReignCom: Moving Up The MP3 Charts
 |access-date  = 2007-05-13
 |url-status     = dead
 |archive-url  = https://web.archive.org/web/20071015174000/http://businessweek.com/magazine/content/04_04/b3867071.htm
 |archive-date = 2007-10-15
}}</ref> with its iFP-500 "Masterpiece" player.<ref>{{cite web |url=https://mobile-review.com/mp3/articles/iriver-history.shtml |title=История компании iRiver |last=Dorozhin |first=Alexey |date=27 November 2006 |access-date=19 April 2022 |language=ru |trans-title=History of the iRiver company}}</ref> It had also completed its IPO at [[KOSDAQ]], a Korean stock exchange.<ref>{{cite web
 |url          = http://www.webitpr.com/release_detail.asp?ReleaseID=2147
 |title        = iriver unveils the H10 [5GB colour]
 |access-date   = 2007-05-13
 |archive-url  = https://web.archive.org/web/20071015174255/http://webitpr.com/release_detail.asp?ReleaseID=2147
 |archive-date = 2007-10-15
 |url-status     = live
}}</ref> The company was also selling hard drive players to compete with the [[iPod]]: the [[iriver H100 series|iHP-300]] followed by the [[iriver H300 series|H300]].

iRiver rose to the No. 1 position in the global market of flash players.<ref>'Innovation became part of our lifestyle' ''THE KOREA HERALD'', September 15, 2005</ref> Its global market share overall was 14.1% in 2003, while [[Apple Inc.|Apple]] led with 21.6%.<ref>{{Cite book|title=The Future of Technology|author=Tom Standage|publisher=John Wiley & Sons|year=2005|page=220}}</ref> The marketing of iRiver America was mostly spent on PR and brand partnerships, featuring celebrities such as [[Ice Cube]] and [[Snoop Dogg]].<ref>{{cite web|title=Second-place strategies|date=21 October 2004|publisher=PR Week|author=Keith O'Brien|url=https://www.prweek.com/article/1244689/second-place-strategies}}</ref>

[[File:Iriver Logo.svg|thumb|2004-2010 logo]]
By 2004, iRiver had gained solid market share in the digital audio player market in both the United States and Japan,<ref>{{Cite web|url=http://www.koreaittimes.com/news/articleView.html?idxno=1572|title=A Global Brand is Born / IRiver|date=August 2004}}</ref> and sold a total of 2.8 million players worldwide, of which 1.7 million was in the overseas market.<ref>{{Cite web|url=http://www.koreaittimes.com/news/articleView.html?idxno=1836|title=Apple's iPod to Face Tough Competition from Korea Cos|date=April 2005}}</ref> During this time, the company went through a rebranding, including changing the styling of its name from iRiver to iriver, and using a ruby-red themed logo in place of blue.<ref name="his2">{{cite web |url=https://mobile-review.com/mp3/articles/iriver-history-2.shtml |title=История компании iRiver. Часть 2 |last=Dorozhin |first=Alexey |date=27 November 2006 |access-date=19 April 2022 |language=ru |trans-title=History of iRiver (Part 2)}}</ref> It also used adult film star [[Jenna Jameson]]<ref>{{cite web|url=http://www.skyventure.co.kr/newupfiles/jenna_iriver.jpg|title=iriver Ad|access-date=2008-11-30|archive-url=https://web.archive.org/web/20071128114914/http://www.skyventure.co.kr/newupfiles/jenna_iriver.jpg|archive-date=2007-11-28|url-status=live}}</ref> and an [[Audrey Hepburn]] lookalike<ref>{{cite web|url=http://218.145.55.194/Data/paper/audreyhepburn.jpg|date=7 November 2006|access-date=14 April 2017|archive-url=https://web.archive.org/web/20061107044432/http://218.145.55.194/Data/paper/audreyhepburn.jpg|title=Audrey Hepburn|archive-date=7 November 2006|url-status=dead|df=dmy-all}}</ref> as spokesmodels promoting its products.

In 2005, the company decided to focus entirely on flash players like the [[iriver H10|H10]], and the development of jukeboxes (except from the 20&nbsp;GB version of the H10) was stopped as a result.<ref name="his2"/> The launch of Apple's [[iPod Shuffle]] hurt iriver sales and it dropped from the top ranking in flash-based players.<ref name="his2"/> iriver adopted a new marketing strategy in 2005, attempting to grab [[mindshare]] from [[Apple Computer|Apple]]. It referred to the [[iriver Clix|U10]] flash player as the ''thumb thing''. This referred to users controlling their MP3 devices with their thumbs, just as they do their cell phones and text messaging devices.<ref>"ReignCom Unveils MP3 Players." ''Korea Times'', June 21, 2005.</ref> The company also announced plans for [[digital audio players]] featuring [[Internet telephony]].<ref>{{cite web |url=http://www.telecomskorea.com/index.php?option=content&task=view&id=5099&Itemid=42 |title=Telecoms Korea News Service |publisher=Telecomskorea.com |url-access=registration  |access-date=2008-11-30 |archive-url=https://web.archive.org/web/20081208191432/http://www.telecomskorea.com/index.php?option=content&task=view&id=5099&Itemid=42 |archive-date=2008-12-08 |url-status=live }}</ref>

iRiver's U.S. unit, based in [[Vancouver, Washington]], held 3.4% of the U.S. MP3 player market in 2005, according to IDC; this was down from a peak of 13%.<ref name="mp3global">{{cite web |url=https://mobile-review.com/print.php?filename=/mp3/articles/mp3-global-en.shtml |title=Mobile-review.com MP3-players – Global markets |website=mobile-review.com |access-date=22 May 2022 |archive-url=https://web.archive.org/web/20061125191014/https://mobile-review.com/print.php?filename=/mp3/articles/mp3-global-en.shtml |archive-date=25 November 2006 |url-status=dead}}</ref> The company targeted early adopters among American users as it tried to regain dominance of the category.<ref>{{cite web|url=http://www.oregonlive.com/printer/printer.ssf?/base/business/115509032770520.xml&coll=7&thispage=3|archive-url=https://web.archive.org/web/20070930035358/http://www.oregonlive.com/printer/printer.ssf?%2Fbase%2Fbusiness%2F115509032770520.xml&coll=7&thispage=3|url-status=dead|archive-date=2007-09-30|title=iRiver banks on Clix|access-date=2007-05-13 <!-- This link was broken on 2007-05-14 -->}}</ref> It also opened sales divisions in Brazil, Germany, Hong Kong and Japan. iRiver's parent Reigncom made significant financial losses by the end of 2005.<ref name="his2"/>

===2006–2010===
[[File:IRiver Clix 2GB MP3 Player.jpg|thumb|left|The [[iRiver clix]]]]
ReignCom announced in May 2006 that it would adjust its focus toward hand-held mobile gaming<ref>{{cite web
 |url         = http://www.businessweek.com/technology/ByteOfTheApple/blog/archives/2006/05/iriver_on_the_r.html
 |title       = iRiver On The Rocks
 |access-date  = 2007-05-13
 |url-status     = dead
 |archive-url  = https://web.archive.org/web/20070809011427/http://www.businessweek.com/technology/ByteOfTheApple/blog/archives/2006/05/iriver_on_the_r.html
 |archive-date = 2007-08-09
}}</ref> and other electronics, publicly reporting its intentions of quitting the PMP market.<ref name="mp3global"/>
It has also reported sluggish sales for its music player business,<ref>{{cite web
|url=http://english.chosun.com/w21data/html/news/200607/200607310033.html
|title=Big Quarterly Losses for Reigncom
|access-date=2007-05-13
|archive-url = https://web.archive.org/web/20060808215444/http://english.chosun.com/w21data/html/news/200607/200607310033.html |archive-date = August 8, 2006}}</ref> including a loss of 35.58 billion won (US$36.68 million) in 2005, compared with a net profit of 43.46 billion won in 2004.<ref>MP3 player maker ReignCom swings to loss in 2005. ''Yonhap'', February 28, 2006</ref> In its South Korean home market, iRiver once accounted for 50% of sales<ref>{{cite web|url=http://times.hankooki.com/lpage/tech/200412/kt2004121618562811810.htm |title=The Korea Times : ReignCom Challenges Apple's iPod |access-date=2007-10-22 |url-status=bot: unknown |archive-url=https://web.archive.org/web/20061029194320/http://times.hankooki.com/lpage/tech/200412/kt2004121618562811810.htm |archive-date=2006-10-29 }}. Retrieved on 2013-12-09.</ref> and the company has bought ads claiming its products are a symbol of patriotism.<ref>{{cite web
 |url          = https://www.engadget.com/2005/03/02/irivers-strategy-against-apple-buy-korean/
 |title        = iRiver's strategy against Apple: Buy Korean!
 |access-date   = 2007-05-13
 |archive-url  = https://web.archive.org/web/20070827210238/http://www.engadget.com/2005/03/02/irivers-strategy-against-apple-buy-korean/
 |archive-date = 2007-08-27
 |url-status     = live
}}</ref> It has also operated a small chain of ''iRiver Zone'' stores, with locations in Korea, Japan, and China. The [[Incheon International Airport]] shop features a large heart-shaped art piece, which represents the corporate "Heartbeat Philosophy" of "dedication to its customers".<ref>{{cite web
|url=http://www.iriver.com/html/company/press/copr_news_view.asp?searchField=&searchString=&page=3&idx=106&tmpSearchField=all
|title=Grand Opening of iRiver zone at Incheon Int'l airport
|access-date=2007-05-13
|archive-url = https://archive.today/20081208142702/http://www.iriver.com/html/company/press/copr_news_view.asp?searchField=&searchString=&page=3&idx=106&tmpSearchField=all |archive-date=December 8, 2008 }}</ref> Its European market share had dropped to 0.4% in 2006, down from 1.3% the year prior, and it had also fallen in Japan and the US.<ref name="his2"/>

In 2006, the company had sales of 149.5 billion won and an operating loss of 54.4 billion won. The next year, until 2014, South Korean private equity firm Vogo Fund held a large stake in iRiver, which reported 5.5 billion won in profits on 206.8 billion won of sales,<ref name="privateequitykorea.com" /> working to improve the company's prospects as its MP3 [[Mobile digital media player|player]] business has dwindled.<ref name="privateequitykorea.com">{{usurped|1=[https://web.archive.org/web/20120426091437/http://www.privateequitykorea.com/ma-news/iriver-returns-to-the-ma-market-after-5-years/ iriver returns to the M&A market after 5 years {{!}} PE Korea]}}. Privateequitykorea.com. Retrieved on 2013-12-09.</ref> Deep losses followed in 2009 and 2010.<ref name="privateequitykorea.com" />

In May 2007, Reigncom announced a new division, Reigncom USA, to manage the iriver brand in the United States and help develop new products.<ref>{{cite web |url=http://stocks.us.reuters.com/stocks/keyDevelopments.asp?symbol=060570.KQ&WTmodLOC=L2-LeftNav-12-KeyDevelopments |title=Reigncom Ltd (060570.KQ) Key Developments &#124; Stocks &#124; Reuters.com |publisher=Stocks.us.reuters.com |access-date=2008-10-27 |archive-url=https://web.archive.org/web/20071015185355/http://stocks.us.reuters.com/stocks/keyDevelopments.asp?symbol=060570.KQ&WTmodLOC=L2-LeftNav-12-KeyDevelopments |archive-date=2007-10-15 |url-status=live }}</ref> The company also bought the Siren brand in Japan from A-MAX Japan, despite protests from Siren Inc. itself.<ref>{{cite web |url=http://www.sirenplayer.com/company/mediakit/05_31_07.html |title=Siren Inc. Defends Against Unauthorized Sale of Siren Brand in Japan |publisher=Siren |date=June 1, 2007 |location=San Jose, Calif. |url-status=dead |archive-url=https://web.archive.org/web/20070902062950/http://www.sirenplayer.com/company/mediakit/05_31_07.html |archive-date=September 2, 2007 }}</ref>

In 2009, its parent company renamed itself to iRiver. The brand expanded to other products including the Dicple series of electronic dictionaries in South Korea and the [[iRiver Story]] e-book reader.

===2011–present===
The [[iRiver Story]] reader was released in 2010 and was followed by the Cover Story.<ref>{{Cite web|url=https://www.theverge.com/2011/10/24/2454686/iriver-story-hd-review|title=Iriver Story HD review|date=26 July 2011}}</ref> The Story HD successor was launched in 2011 which was also iriver's first e-book reader in the American market.<ref>{{Cite web|url=https://www.engadget.com/2011-01-06-iriver-teams-with-lg-display-on-story-hd-e-reader-bumps-resolut.html|title = Iriver teams with LG Display on Story HD e-reader, bumps resolution to 1024 x 768}}</ref> That same year, iriver launched its first [[Android (operating system)|Android]] smartphone and tablet in the domestic market.<ref>{{Cite web|url=https://www.stuff.tv/news/iriver-vanilla-smartphone-and-vanilla-tab-android-tablet-spotted/|title = IRiver Vanilla smartphone and Vanilla Tab Android tablet spotted|date = 31 August 2021}}</ref>

iRiver was sold to [[SK Telecom]] in 2014.<ref>{{cite web|url=http://vip.mk.co.kr/news/2014/854814.html|title=SKT Acquires iriver|access-date=2013-02-25|archive-url=https://web.archive.org/web/20140607002058/http://vip.mk.co.kr/news/2014/854814.html|archive-date=2014-06-07|url-status=live}}</ref>

In 2013, iRiver launched the premium brand of [[Astell & Kern]]. As the digital music player market had changed, Astell & Kern consisted of premium products instead of iriver's older conventional players.

In 2019, the iRiver company changed its name to [[Dreamus]].