Ofoto today announced integration of the PictureIQ service into their website enabling customers to enhance photos in-browser before sending them for printing or sharing them with friends. "...customers can perform one-touch instant photo fixing, cropping, rotation of pictures and apply special effects, such as changing color photos to black and white. PictureIQ technology ensures that enhancements made on screen translate straight through to the printing process, resulting in a true 'what you see is what you get' experience."

Ofoto Customers Add Creativity to Their Digital Photos With New Online Image Enhancement Features

Ofoto Partners With PictureIQ to Deliver New Browser-Based Tools to Personalize and Enhance Online and Printed Photos

BERKELEY, Calif.--(BUSINESS WIRE)--Sept. 13, 2000-- In anticipation of the holiday photo season, Ofoto, Inc., the premier online photography service, has added a fun and easy way for customers to personalize and enhance their online and printed photos. The quality leader in online photography has integrated the PictureIQ(TM) Internet Service into the Ofoto Web site and across the Ofoto partner network, giving customers direct online access to advanced picture editing capabilities and simple-to-create special effects.

Ofoto is the first online photo service to offer PictureIQ's editing and enhancement features for both conventional film and digital camera users. Using the new enhancement tools in Ofoto's service, customers can perform one-touch instant photo fixing, cropping, rotation of pictures and apply special effects, such as changing color photos to black and white. PictureIQ technology ensures that enhancements made on screen translate straight through to the printing process, resulting in a true "what you see is what you get'' experience. This gives Ofoto's film customers the same capabilities as digital customers using OfotoNow, Ofoto's popular free desktop software for image enhancement.

"Ofoto is committed to providing the best online experience for both film and digital photographers,'' said James Joaquin, president and CEO, Ofoto, Inc. "With the Web-based image enhancement tools from PictureIQ, customers throughout the Ofoto partner network can personalize their pictures before receiving the highest quality photographic prints in the industry.''

"Like Ofoto, PictureIQ is committed to providing consumers everywhere a fun, easy way to enjoy the powerful benefits of digital photography,'' said Bill McCoy, President and CEO, PictureIQ Corporation. "Seamlessly integrating PictureIQ features throughout Ofoto's leading online photo services adds significant value for the end user -- whether they are a traditional or digital film photographer -- providing tools to make their pictures the very best they can be.''

PictureIQ's Web-based image enhancement and creativity tools are a significant addition to the Ofoto service. Through the new editing and enhancement features, Ofoto provides its members with the best online image editing tools and fresh ways to personalize their photos online. Once customers are happy with their online image, they can order the highest quality photographic prints. In a recent InfoTrends Research Group print quality study, consumers rated Ofoto prints as the highest in overall quality of all the leading online photography services.

About Ofoto

Founded in July 1999, Ofoto, Inc. (www.ofoto.com) is the premier online photography service offering a way for millions of people to use the Internet to transform photography into the fastest, easiest and most enjoyable experience possible. Ofoto delivers a world-class service to its customers and partners providing secure online photo storage, film and digital processing, the highest quality silver-halide prints, and photo display and storage merchandise. Ofoto online photography services are available from www.ofoto.com or through the Ofoto partner sites including: Corbis, Excite@Home, Getty Images, Hewlett-Packard, Intel, PhotosToGo and Sony. A team of fotogenic business veterans run Ofoto, Inc. with experience from companies such as America Online, Apple Computer, Critical Path, CyberCash, Williams-Sonoma, Polaroid and StarMedia. Ofoto is privately funded by The Barksdale Group, Benchmark Capital Partners and a small group of nearly angelic investors.

About PictureIQ Corporation

PictureIQ Corporation (www.pictureiq.com) develops and licenses the leading digital picture editing and creativity software solution for the Internet and consumer electronics devices. PictureIQ's XML-based imaging technology is rapidly becoming the industry standard infrastructure for Web sites or consumer electronics manufacturers looking to easily integrate advanced digital photo capabilities directly into their products and services. PictureIQ-powered sites and devices enable people to quickly and easily enhance and be creative with their digital pictures. PictureIQ Corporation is the only third-party company with a license to the core imaging and video technologies from Adobe Systems, Inc., creator of industry-leading products including Adobe Photoshop® and Adobe Premiere®.