It has a 2-inch LCD and support many file formats, not just audio (like FLAX, AAC, MP3, WMA, Audible, etc.) but also video ( MPEG-4, WMV9, DivX), which can be kept on its 8 GB or 16 GB of built-in storage.

"With Creative, you will always get best value performance when it comes to portable media players,” said Ting Lai Chu, Vice-President of the Advanced Multimedia Group at Creative Technology Ltd.

“Earlier this year, we introduced the ZEN Style M300 that surprised everyone with how many features one could pack into a tiny device at such a low price point."

Other specifications of the newcomer include Bluetooth 2.1, FM radio, a built-in microphone, speaker and a battery that can keep everything running for up to 20 hours.

Unfortunately, the ZEN X-Fi's price of $99.99 (8GB) or $139.99 (16GB) isn't likely to match the specs in terms of attractiveness.

"Now here at IFA Berlin 2011 with the ZEN X-Fi3, we're all set to amaze everyone once more, but this time with a portable media player that delivers the best possible wireless audio experience in the market. ZEN X-Fi3 will set a new benchmark in what premium audio performance should be for a portable media player."