Current data protection technologies do little to help companies rapidly recover business operations in the event of data loss, data corruption, or disaster. This paper makes the case for a new approach to data protection called Time Addressable Storage (TAS). It looks at a new technology – the first enterprise-focused implementation of TAS – from Revivio that allows data to be restored instantly to any point in time and business applications to be restored in minutes. This technology offers a clear alternative to the painfully slow backups, expensive technology investments, labor-intensive recovery, lost data, and costly application downtime common today.