Rewriting IOMEGA From Zip to Hop.

• Author: Campbell, Carolyn
• Position: Brief Article

After almost a year at the helm, CEO Bruce Albertson has taken Iomega from round magnetic storage to consumer electronics with the introduction of new products such as HipZip, a digital audio player; and FotoShow, a digital-image product for digital camera enthusiasts.

Albertson says he "couldn't possibly overstate" the degree of change that has taken place in Iomega within the past year. "We have changed strategies, shifted much of the management team, and taken on 26 major engineering and cost-reduction products." He believes the company's Zip product still has a lot of life in it, with enterprise customers such as American Airlines and United Airlines depending upon it. "We are now working to reduce its cost," says Albertson.

Iomega plans to diversify the company and move beyond the computer room, offering many types of storage for items such as music and photographs. Albertson says Iomega entered the CDRW, or compact disc rewritable market last February and was...