Just weeks after introducing its latest memory stick format - the Memory Stick Duo - Sony is already wheeling out new products to take advantage of the format's size factor. The new NW-MS70D is Sony's smallest audio player to date, measuring less than 5cm across. Though small enough to comfortably fit any pocket, Sony bundles the 56-gram device with a neckstrap, obviously hoping to compete with the increasing number of gadgets appearing on fashion-conscious necks around town. Adding to the style stakes, both the player and its AC adaptor come in a fetching titanium finish, and the player's tiny display is backlit. Originally developed to compress audio CDs into the smaller confines of the MiniDisc, the Atrac (Adaptive Transform Acoustic Coding) format has been developed by Sony for tighter spaces and more devices. The original Atrac format stored about 30 seconds of audio per megabyte. Atrac 3 boosted this to roughly two minutes per megabyte, while ATRAC 3 Plus increases that to around three. A 128MB Memory Stick can store 350 minutes of Atrac 3 Plus music. The player comes with 256MB of on-board memory, or enough space for more than 11 hours of music, alongside the Memory Stick Duo slot. Besides ATRAC3, the NW-MS70D supports Windows Media, MP3 and Wav files, though you will get significantly less music on to the device with any of those formats. Sony claims the device can play music for up to 33 hours on a single charge. Extra juice can be injected via a compact AC adaptor or USB cable. Despite the numerous attractive features, there is one issue that Sony might find itself having trouble with - the price. At HK$2,998, this is a device clearly targeted at the wealthy brand fan. For the rest of us, it might be worthwhile sacrificing the cool looks and extra storage and buying something a little cheaper.