sandisk model sdmx1-512r stuck in key hold mode

I have a sandisk model sdmx1-512r and it seems to be stuck in the Key Hold.

I have tryed to follow the instruction in the manual to unlock it but they do not seem to work.

WARNING: If the onscreen message says “Key Hold” and then shuts off, you
need to locate the Hold button on the side of your player. Slide that button
towards the Play/Stop button to unlock your device. Then repeat Step 1 above

Even after I have done the above it still gives the Key Hold   messege when I start it up.

 In addition I have replace battery with a fresh one.

Any other ideas as to how to unlock unit?