Another company prepares to battle Apple's iPod. Bloomberg Boot Camp, a report on today's technology. LG Electronics….which has become a leading maker of cell phones and LCD TVs….is planning to jump into the digital music and video player business….taking on Apple. LG VP Bob Perry….

"Well we've certainly all heard of Apple and we're aware of course, that they're in the industry. Other companies that have attempted to compete with them have been substantially undercapitalized and really haven't been able to make a significant dent. Our approach to the marketplace is that we're a substantial player in this market worldwide. And we offer a host of different technologies and capabilities that are not offered by other companies. In addition, we really believe that as consumers compile more and more digital media, the concept of being stuck with one technology and not having music portability or video portability …the ability to move your content off of your device onto another device is going to stick in the craw of the average consumer."

That doesn't seem to have happened yet. But LG believes it will. The first products will arrive in March…with one model featuring battery life of sixty hours. The suggested retail prices….from 200 dollars up to 550. The strategy is to go directly after the higher end of the market…where Apple has been king of the hill. Bloomberg Boot Camp, I'm Fred Fishkin.