Sony Corp 6758.T launched its first MP3-compatible flash memory digital music players under the Walkman name on Monday in the latest bid to reclaim the lead in a market it has lost to Apple Computer's iPod.

Promoting the players as sleek alternatives with superior battery life to the Apple AAPL.O iPod Mini, Sony is targeting music fans who would like to put a lot -- but not all -- of their music collection onto a pocket-sized music device.

Apple itself is rumored to be developing a music device with a removable flash memory drive to tap into a wider market.

Sony's new products, the Walkman NW-E99 and NW-E95, play songs in MP3 format as well as Sony's proprietary ATRAC technology, a move that has generated cheers from Walkman aficionados who have grumbled about the lack of compatibility for years.

In announcing the MP3 strategy shift last month, Sony said it would now be able to tap a larger consumer base.

The NW-E99, which carries a suggested retail price of 240 euros (about $300), is sold with a one-gigabyte flash memory drive while the NW-E95 holds a 512 megabyte flash drive and sells for 200 euros.
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Source : Reuters