Editing IRiver (section)

===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.