with 21.6%. The marketing of iRiver America was mostly spent on PR and brand partnerships, featuring celebrities such as Ice Cube and Snoop Dogg. By 2004 iRiver had gained solid market share in the digital audio player market in both the United States and Japan, and sold a total of 2.8 million players worldwide, of which 1.7 million was in the overseas market. 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. It also used adult film star Jenna Jameson and an Audrey Hepburn lookalike as spokesmodels promoting its products. In 2005 the company decided to focus entirely on flash players like the H10, and the development of jukeboxes (except from the 20 GB version of the H10) was stopped as a result. The launch of Apple's iPod Shuffle hurt iriver sales and it dropped from the top ranking in flash-based players. iriver adopted a new marketing strategy in 2005, attempting to grab mindshare from Apple. It referred to the 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. The company also announced plans for digital audio players featuring Internet telephony. iRiver's U.S. unit, based in Vancouver, Washington, held 3.4% of the U.S. MP3 player market in 2005, according to IDC - down from a peak of 13%. The company targeted early adopters among American users as it tried to regain dominance of the category. 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. 2006–2010 ReignCom announced in May 2006 that it would adjust its focus toward hand-held mobile gaming and other electronics, publicly reporting its intentions of quitting the PMP market. It has also reported sluggish sales for its music player business, 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. In its South Korean home market, iRiver once accounted for 50% of sales and the company has bought ads claiming its products are a symbol of patriotism. It has also operated a small chain of iRiver Zone stores, with locations in Korea, Japan, and China. The Incheon International Airport