A product branded a breakthrough in data backup is set to make its Middle East debut today at GITEX Technology Week.

Manufactured by Storage Appliance Corporation, the Clickfree HD801 can hold up to 160 GB of digital files in a package just a bit larger than a cigarette packet.

The external hard disk drive links to personal computers via a USB cable.

Once plugged in, it automatically searches, organises and backs up any PC data and digital files stored within the hard drive.

As the 'clickfree' name suggests, it needs no software, configuration, or button pressing, says Storage Appliance CEO Bryan McLeod. "We've taken the backup process to an entirely new level of automation, ease and simplicity. The HD801 automatically starts backing up your PC right out of the box without any confusing software installation or configuration.

"We've essentially eliminated the risk forever of losing digital content that in many cases is irreplaceable."

The HD801 is the latest in a series of launches from Storage Appliance aimed at automating backup processes.

The Canadian firm's lineup of portable hard drives and DVDs targets the 85 to 90% of computer users who regularly fail to safeguard their digital files, McLeod says, and are ideal for small businesses and family computers.

The Hd801 received a warm welcome from industry analysts following its debut in the American market.

Digital market research firm Parks Associates described the HD801 as eliminating the historical "fear factor" of data loss for computer users.

"The market for backup products has been largely dominated by complicated devices," says Scherf, vice president, Parks Associates.

"That's why the vast majority of consumers have chosen to do nothing to safeguard their data.

"Eliminating the fear factor by making the process fully automatic will hopefully encourage more people to carry out backup."

Storage Appliance's appeal hasn't gone unnoticed among investors. Deloitte has marked the firm as a "company to watch" in its Technology Fast 50 rankings, an endorsement bolstered by favourable reviews in the Financial Times and Forbes magazine, among others.