Western Digital has announced a new line of My Passport portable hard drives that offer Mac and PC users storage capacities up to 3TB and include software for easy back-ups and personalisation.
WD, a Western Digital company providing storage solutions, has introduced the new, redesigned My Passport Ultra portable hard drives and My Passport for Mac drives. With the My Passport line now in its 7th generation, the My Passport Ultra and My Passport for Mac portable hard drives are now available in capacities up to 3 TB and in four stylish colors – Classic Black, Brilliant White, Wild Berry and Noble Blue. WD is also introducing a new optional accessory – WD Grip Pack – a soft band, available in a variety of colors, which encircles the drive, offering consumers an easy way to personalise their My Passport drives.
“With more photos being taken than ever before, it’s critical to have a high capacity, reliable external storage solution that you can carry everywhere,” says Tony Tate, general manager and vice president of Content Storage Solutions at WD. “The latest generation My Passport drives deliver an easier automatic back-up experience, hardware-based encryption for security and higher capacities than ever before. Consumers can keep all their content in their pockets, while expressing their personal styles with the colours and WD Grip Pack.”
My Passport Ultra portable drives come in 3 TB, 2 TB, 1 TB and 500 GB capacities and feature 256-bit AES hardware encryption – delivering a high level of security with no impact to write-speed or CPU activity. If your My Passport Ultra falls into the wrong hands, the 256-bit AES hardware encryption protects users’ files, folders, photos, videos and music with a password known only to them. USB 3.0 compatibility provides fast data transfer rates of up to 5 gigabits per second, while being backwardly compatible with USB 2.0. My Passport for Mac portable drives are available in capacities of 3 TB, 2 TB, 1 TB and also feature 256-bit AES hardware encryption with USB 3.0 connectivity.
Says Anamika Budree, WD Branded Sales Manager – South Africa, “These redesigned My Passport Ultra portable hard drives and My Passport for Mac drives further confirms that WD understands the needs for consumer storage and the complexities facing the DAS market and users. As South African users consume more and more digital content, these portable drives are the perfect choice with options of higher capacities, increased features and functionality, while ensuring data is safely stored and protected.”
Sold separately, the WD Grip Pack accessory for My Passport Ultra is available in five colours (smoke, slate, grape, sky and fuchsia) and, when wrapped around one of the four colours of My Passport Ultra drives, enables consumers to create a total of twenty possible colour combinations. The WD Grip Pack comes with a colour-matched 18-inch flat USB 3.0 cable, creating a stylish complete solution.
My Passport Ultra’s built-in WD Backup software is a simple-to-use application with focus on reducing frustration when setting up a backup plan to preserve data. Since 31% of devices have had malware at some point, having your data safely backed up onto a secondary device like a My Passport drive is critical to preserving precious data.
Pricing and Availability
My Passport Ultra and My Passport for Mac portable drives will be available in South Africa in June 2015 from select retailers and distributors. My Passport Ultra and My Passport for Mac have a Manufacturer’s Suggest Retail Price (MSRP) ranging from R799.00 up to R2 399.00 inclusive of V.A.T. depending on capacity (3 TB capacity available next month). Both the My Passport Ultra and My Passport for Mac will offer a 3-year limited warranty. Terms and conditions of WD’s limited warranty may be found at support.wdc.com/warranty. WD Grip Pack accessories will be available in June and will have an MSRP of R150.00 inclusive of V.A.T. All pricing is subject to Rate of Exchange (RoE).
* Follow Gadget on Twitter on @GadgetZA
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com