Technology: TrekStor takes on iPod in the UK

An MP3 brand set to compete with the market-leading iPod has appointed an agency to handle its UK PR.

Tech consultancy Six Degrees will target the youth market with TrekStor's range of MP3 players, which have 4GB of memory, video playback and FM radio. Six Degrees will also promote the German maker's USB sticks and external hard disks.

TrekStor currently outsells the iPod in its home market. Six Degrees consultant Kathryn Cotsworth and her team plan to pitch the brand against the ubiquitous iPod in the UK. 'We're convinced it will be seen as a serious alternative,' said Cotsworth.

TrekStor gained notoriety last year by creating the world's most expensive MP3 player, a gold device encrusted with diamonds. It was created for a billionaire, who then auctioned it off to raise money for cancer research.

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