Another new drive for Iomega. Bloomberg Boot Camp, a report on today's technology. Iomega is one of the vest known names in the computer storage business…its Zip drives once ruled the roost when floppy drives were the alternative means of portable storage and hard drives were measured in megabytes instead of gigabytes. Now the company is out with another new format it calls…the Rev drive. It uses small cartridges…that can store 35 gigabytes of data…even more…90 gigabytes when compressed. Product general manager Bob Lutz…says the Rev simplifies back ups in medium, small or home offices…

"Maybe they're using CDs today, maybe they're using a second hard drive, maybe they're using a tape. But all of those have pain points that they're not satisfied with, so Rev really hits a need for convenience and economy."

An external drive that plugs into a USB 2.0 port sells for about 400 dollars and includes one cartridge. 35 gigabytes cartridges sell for about 60 dollars or in a four pack for about 200. About the potential market, Lutz says…

"In the consumer space, probably your high end user, they might have graphic files, digital pictures, videos they might be editing, perfect for backing up the desktop. I think it's an excellent fit for small and medium businesses because they are very serious about backing up their data and bringing a system back up online after a system crash or a virus hit could be critical for their business."

Iomega plans higher capacity Rev drives down the road. Bloomberg Boot Camp, I'm Fred Fishkin.