Iomega has finally launched its anticipated digital music player - dubbed HipZip - it's attempt not only to break into a new market but to boost sales of its ailing Clik disk format.

Or PocketZip as we should now call it, Iomega having changed the name to capitalise on what is its strongest brand - Zip - and to reintroduce a storage product that hardly anyone bought into first time round.

Iomega, on the other hand, believes users want to build collections on removable media. The snag is, Clik/PocketZip remains pricey compared to audio tape or MiniDisc and unless Iomega strikes a deal with a number of major consumer electronics companies, it's simply not going to build up the critical mass any new consumer recording format needs. Even if it does work well with digital music copy protection schemes, another of Iomega's selling points.

HipZip itself has been seen in Iomega demo booths at the big consumer computing shows for some time. The release version sports a big backlit screen, graphic equaliser, built-in 12-hour rechargeable LiIon battery and a USB port. It will cost $299. ®