Finds out about West­ern Dig­i­tal’s re­launch of My Pass­port

7 Days in Dubai - - TECH TALK - Chris.fraser@7days.ae

es­tern Dig­i­tal re­cently re­launched its My Pass­port por­ta­ble stor­age unit at a glam­orous event held in the Taj Ma­hal Ho­tel in New Delhi.

While the sleek de­sign is a big part of the re­launch, the pass­port pro­tec­tion and hard­ware en­cryp­tion are big plusses for the new piece of kit, which holds up to four ter­abytes of stor­age.

Khalid Wani, Sales Di­rec­tor – In­dia, Mid­dle East & Africa at WD, ex­plained: “There has been an evolv­ing trend even on pub­lic cloud space. One of the things we re­alised through our con­sumers is that a lot of the con­tent is per­sonal.

“I would not want all the con­tent I cre­ate on the pub­lic do­main. For ex­am­ple, I don’t feel like hav­ing all my chil­dren’s pic­tures on the pub­lic do­main.

“If you look at the port­fo­lio of prod­ucts they are specif­i­cally de­signed around de­sign but they ad­dress that is­sue.”

Au­to­matic back-up of pho­tos, video and mu­sic can be set to the user’s own sched­ule. The kit also has a built-in 256bit AES hard­ware en­cryp­tion with WD

se­cu­rity soft­ware to keep your con­tent safe.

In this day and age, it’s bet­ter to be safe than sorry. Last month, Ya­hoo con­firmed a mas­sive data breach where half a mil­lion ac­counts were hacked while on­line and it is one of many cases where email ad­dresses, user­names and other data are ac­cessed by a hacker. Ear­lier this year, a se­cu­rity ex­pert also ex­plained to 7DAYS just how easy it is for a hacker to gain ac­cess to key in­for­ma­tion on pub­lic wi-fi. Kinny Nay­yar, se­nior mar­ket­ing man­ager at WD for In­dia and South Asia, added: “You’ve all been read­ing of ac­counts of be­ing hacked on the pub­lic cloud, I think the se­cu­rity part is still lack­ing on the pub­lic cloud when it comes to how se­cure the data is. “Whereas this line of prod­ucts is your own per­sonal cloud, your own hard drive at your own res­i­dence and you are in con­trol and we want to give the con­sumer that lever­age so they can con­trol his own prod­uct.” The My Pass­port drive comes in six colours, and Khalid ex­plained the pro­cess to get the de­sign right on the new de­sign, which is be­ing viewed as a trendy lifestyle ac­ces­sory. He said: “We started go­ing across dif­fer­ent geo­graphic lo­ca­tions and talk­ing to dif­fer­ent con­sumers. “We worked with a very fa­mous de­sign firm for this project [fuse project] who has come up with in­no­va­tive prod­ucts and we spoke to thou­sands of con­sumers to un­der­stand what the con­sumers want when it comes to the WD prod­uct line. One of the core things was that we saw an op­por­tu­nity for WD to own the vis­ual iden­tity and that was im­por­tant for us – to cre­ate an emo­tional con­nect for the users and their data.” Yves Be­har, founder and prin­ci­pal de­signer at fuse project, said “The way we use data is chang­ing; it’s be­com­ing much more of a per­sonal com­mod­ity. West­ern Dig­i­tal lies at the in­ter­sec­tion of our phys­i­cal life and the dig­i­tal world, and we wanted to cre­ate a qual­ity aes­thetic that sym­bol­ises this in­ter­sec­tion.”

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