A touch screen music and video player from Samsung. Bloomberg Boot Camp, a report on today's technology. It's not easy trying to take business away from Apple's iPod line. Ask companies like Microsoft, SanDisk and Creative Labs. Samsung's latest effort to lure consumers away is called the P2….a portable media player with a 3 inch touch screen….and built in stereo Bluetooth. And its ability to play multiple video as well as audio formats gives it what Samsung calls MPFreedom. Executive VP Tim Baxter…

"This device takes advantage of that really fast growing segment of the marketplace where people either want to create their own content, or view their own content and share it with others."

The device works with Rhapsody and Napster subscription services…and Samsung has partnered with CinemaNow to make buying and watching movie, music video and TV content simple. But…when it comes to taking business away from Apple…Baxter says…

"Our focus really is to establish our presence in there. I think we're realistic and have realistic expectations. We know that brand has generated a lot of excitement. We think our opportunity is to find a niche in the marketplace that is video enabled and allows consumers to have an alternative."

An update will allow the device to connect to Bluetooth enabled wireless phones for answering calls as well. The 8 gigabyte P2 is selling for about 250 dollars. A 4 gig model is fifty dollars less. Bloomberg Boot Camp, I'm Fred Fishkin.