Sony has unveiled three Flash memory MP3 players which the firm claims can beat Apple's iPod Shuffle with better battery life and design.

The NW-E100, 400 and 500 series will have between 50 and 70 hours' battery life, compared to 12 hours for the iShuffle. Using Sony's Stamina battery technology they can be recharged using a USB cable and also boast a method of fast recharging.

"Sony has always offered products with Stamina, but up to 70 hours battery life beats even our records," said Gregory Kukolj, general manager for Sony personal audio in Europe.

"The unique quick charge function on the E400/500 series means that just three minutes of charging results in three hours' playback time. And all this at some very affordable and accessible price points."

The players will come in 256MB, 512MB and 1GB sizes, and 14 colours, and the 500 series incorporates an FM radio.

The devices play music encoded in the MP3 as well as Sony's ATRAK3 formats. MP3s are also to be supported by Sony's Mini.

Battery life is one of Apple's few weak points with early iPods facing criticism for short battery life.