Iomega updates the REV. Bloomberg Boot Camp, a report on today's technology. It wasn't all that long ago that Iomega was the company to beat in the world of computer storage. It's Zip drives were sexy, even making it onto Sex in the City. But with the move to CD and then DVD burners on PCs….more expensive Zip drives fell out of favor. What Iomega is looking to these days to revive sales….is its REV drive…a cartridge based hard drive….that can now store up to 70 gigabytes on a removable cartridge. Company President Tom Kampfer…

"That leaves us with a very cost effective, very rugged disk, which contains only the hard disk media. And REV 70 is a 70 gigabyte device and basically allows an end user to back up data to a disk and then remove it from the environment. We all worry about our digital photos at home and other important data. REV is a great opportunity to back up your data, very simply, very easy to use product. Remove it from your computer and take it off site. Send it to your relatives, put it in a safe at home, archive it. Have it in a safe place."

With the price of external hard drives for back up falling…Iomega may find the market limited for REV, even with the advantage of being able to store cartridges off site. The REV 70 sells for about 600 dollars with additional cartridges costing 69 dollars apiece. Bloomberg Boot Camp, I'm Fred Fishkin.