Under the tested and true name of "Walkman", Sony is launching its new MP3 compatible player. The device is the company's secret weapon in trying to reclaim its number one spot in the market from Apple and its successful iPod.

Sony claims that the devices have better battery life than iPods. They also claim that they are sleeker. The devices play songs in MP3 format, as well as Atrac, Sony's own proprietary format. There are two models of the device - the NW-E99, which carries a suggested retail price of about $300, is sold with a 1GB flash memory drive, and the NW-E95, which holds a 512 megabyte flash drive and sells for about $255.

Apple is reportedly working on another such product that will directly challenge these products from Sony.