The battle to replace the floppy disk with a new standard in removable storage is in full swing.
Only last month, while releasing its new CD-Rewritable product range, Hewlett-Packard officials claimed that CD-RWs are the future of removable storage in terms of media affordability and PC-user adoption, while branding technologies such as Iomega's Zip as "too expensive".
But Iomega officials hit back last week citing IDC worldwide research which shows the Zip drive, created by Iomega, continues to lead the removable storage market in terms of total unit sales and growth projections.
"We created the market for high-capacity removal storage devices and are continuing with the promotion of our products to make them accepted as essential or essentially desirable," Bobby Choonavala, Iomega's new Asia-Pacific managing director, explained.
"Up to now, our Zips have been very good in connection with PCs, but we are already seeing some application beyond that."
In order to safeguard its dominance, the manufacturer and supplier of Zip, Jazz and Ditto drives, is deploying its forces around building yet another family of removable storage products - Clik!.
Developed with its highly mobile nlhand technology platform, Iomega's Clik! drives and disks have been designed to deliver an affordable storage solution for ultra-portable and consumer products such as digital cameras, handheld PCs, printers, presentation projectors and even cellular phones.
According to officials, the Clik! range is built around a 40MB removable and reusable disk half the size of a credit card. Iomega hopes the technology will create " new generations of products and applications" for digital products.
"The big news is that in January we are going to release a retail pack of Clik!, meaning that people will be able to buy a Clik! drive from their retailer and plug it in into their PCs at home straight away," Peter Dawson, Iomega's Australia and New Zealand manager, told ARN.
"What it means for resellers is a great new opportunity to sell something they have never sold before, especially for those resellers who've developed good business in digital camera imaging, for example."
Referring to their 1996 technical support and product supply difficulties, Dawson said the company's main objective is to make the pro-duct highly available to the reseller channel, as well as to take its whole range to a new level by offering it to government and corporate markets.
Clik! is expected to be released in Australia next January, however pricing could not be confirmed.