Wednesday, May 4, 2011

Iomega Announces Opening of New Iomega Experience Center in Dubai

Innovative, Hands-On Showcase Features Latest Advances in

Premium Storage Management Solutions for Consumers and Small Businesses

DUBAI, UAE, May 4, 2011 – Iomega, an EMC company (NYSE: EMC) and a leading innovator in digital storage and content management solutions, today announced the opening of the new Iomega Experience Center in Dubai, United Arab Emirates, an innovative technology showcase where consumers and small businesses can experience firsthand the latest advances in data storage management solutions for today’s digital world.

Located in Times Square, in the flagship store of Sharaf DG, one of the biggest and most prestigious retailers in the UAE and the Middle East, the Iomega Experience Center is an 800-square-foot showplace featuring an array of Iomega’s newest storage management products, including premium portable and desktop HDDs, advanced high capacity solid state drives, the latest innovative multimedia drives that transform the online entertainment experience, and powerful and efficient network storage solutions for consumers and small and mid-sized businesses.

“The new Iomega Experience Center is specifically designed to give consumers and small businesses hands-on interaction in a comfortable atmosphere that makes it easy to understand and appreciate the advantages and the efficiencies that Iomega’s data storage management solutions bring to the home and small enterprise,” said Jonathan Huberman, president, Iomega Corporation. “Storing, enjoying and protecting digital data has never been more vital than it is today. The new Iomega Experience Center shows the visitor how managing data, for business or pleasure, has never been easier, more convenient and more dependable than with Iomega’s powerful range of consumer and SMB products.”

Inside the Iomega Experience Center

In a casual setting staffed with storage specialists to answer questions, Iomega has created home and office environments with premium Iomega data management products, making it easy for users to experience Iomega products before they make their purchase decisions.

Customers interested in small and medium business solutions will find a dedicated product area with live demonstrations of Iomega’s award-winning single-, double- and quad-drive desktop network drives and network attached storage devices (NAS), including Iomega’s new Personal Cloud technology, which allows users of Iomega network hard drives to remotely access and share encrypted files with up to 250 co-workers and friends without any of the monthly or annual fees associated with traditional cloud services.*

The consumer section of the Iomega Experience Center will feature the breadth of Iomega® eGo™ portable and desktop hard drives, including models for both the PC and the Mac; Iomega’s premium high capacity SDD Drives, available in 64GB**, 128GB and 256GB capacities; and Iomega’s ScreenPlay® HD media player lineup that makes it a breeze to move digital content from the PC to the large screen TV at home or the monitor in the office conference room.

Also featured will be the new Iomega® SuperHero™ Backup &Charger for iPhone, which simultaneously charges a docked iPhone and backs up and encrypts the smart phone’s contacts and photos, protecting the user from losing critical data should their iPhone be damaged, lost or stolen. ***

Iomega Increases Business Focus on Middle East

“The Iomega Experience Center is going to change the perception of the information storage industry in this region in a way that’s inviting and easy-to-understand, not only for SMBs and Iomega partners but also for consumers,” said Cizar Abughazaleh, general manager for Iomega in the Middle East and Asia. “I look forward to customers experiencing how Iomega can protect their information, save them time, and deliver cost effective data management storage solutions.”

Establishing the Iomega Experience Center in Dubai is a strategic decision by Iomega with a look to the future.

“Dubai and the Middle East are important growth markets for Iomega,” said Abughazaleh. “As a global leader in data storage and content management solutions, we are proud to launch the first Iomega Experience Center here because we believe this showcase will differentiate Iomega from competitors and change the way consumers and SMBs in this region of the world think about the expertise, dependability and value of Iomega’s premium data management solutions.”

Nilesh Khalkho, CEO, Sharaf DG, said the new Iomega Experience Center is a good addition to the retailer. “Sharaf DG Times Square is an Electronics destination in the UAE, and Iomega is an excellent strategic partner to showcase a broad range of storage management products in one location for people to experience. We always encourage premium vendors such as Iomega to help educate our valued customers about the products we offer. A satisfying total customer experience is one of Sharaf DG’s key strategies to customer loyalty. Investments like the new Iomega Experience Center make it possible for every customer to have an extraordinary experience in our stores, especially if the customer is a small or medium business that can immediately understand and benefit from an Iomega solution that’s demonstrated inside the store.”

The Iomega Experience Center is open between the hours of 10 a.m. and 10 p.m., seven days a week. For more information about Iomega products, please go to

About Sharaf DG

Launched in April 2005, Sharaf DG currently operates 17 stores in the Middle East with two additional stores coming up in Abu Dhabi in Q2 of 2011. With over 100,000-square-feet of merchandise in the Sharaf DG Times Square outlet alone, Sharaf DG is Dubai’s one-stop electronics destination. Synonymous for quality, trusted service and the widest assortment of brands, Sharaf DG has been awarded the Super Brand of the year for 2010 as well as 2011. Besides various other accolades Sharaf DG has also been awarded ‘The Retail Company of the Year’ in the Channel Middle East Awards and also likewise as ‘Retailer of the Year’ by Vendors & Resellers Choice of Channel Awards for 2010.

About EMC

EMC Corporation (NYSE: EMC) is the world's leading developer and provider of information infrastructure technology and solutions that enable organizations of all sizes to transform the way they compete and create value from their information. Information about EMC's products and services can be found at

About Iomega

Iomega Corporation, a wholly owned subsidiary of EMC Corporation headquartered in San Diego, is a worldwide leader in innovative storage solutions for small businesses, home offices, consumers and others. The Company has sold more than 425 million digital storage drives and disks since its inception in 1980. Today, Iomega’s product portfolio includes industry leading network attached storage products for the home and small business; one of the industry’s broadest selections of direct-attached portable and desktop external hard drives; and the ScreenPlay™ family of multimedia drives that makes it easy to move video, pictures and other files from the computer room to the livingroom. To learn about all of Iomega’s digital storage products and network storage solutions, please go to the Web at Resellers can visit Iomega at

NOTE: This release contains “forward-looking statements” as defined under the Federal Securities Laws. Actual results could differ materially from those projected in the forward-looking statements as a result of certain risk factors, including but not limited to: (i) adverse changes in general economic or market conditions; (ii) delays or reductions in information technology spending; (iii) our ability to protect our proprietary technology; (iv) risks associated with managing the growth of our business, including risks associated with acquisitions and investments and the challenges and costs of integration, restructuring and achieving anticipated synergies; (v) fluctuations in VMware, Inc.’s operating results and risks associated with trading of VMware stock; (vi) competitive factors, including but not limited to pricing pressures and new product introductions; (vii) the relative and varying rates of product price and component cost declines and the volume and mixture of product and services revenues; (viii) component and product quality and availability; (ix) the transition to new products, the uncertainty of customer acceptance of new product offerings and rapid technological and market change; (x) insufficient, excess or obsolete inventory; (xi) war or acts of terrorism; (xii) the ability to attract and retain highly qualified employees; (xiii) fluctuating currency exchange rates; and (xiv) other one-time events and other important factors disclosed previously and from time to time in EMC’s filings with the U.S. Securities and Exchange Commission. EMC disclaims any obligation to update any such forward-looking statements after the date of this release.


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