Bellamax Names Julie Wainwright President and CEO

Business Wire,  August 4, 2003  

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Business Editors/High-Tech Writers

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Aug. 4, 2003

Bellamax, Inc., the leading online photo enhancement service (www.bellamax.com), today announced that Julie Wainwright has joined the company as President and Chief Executive Officer. Best known for her former roles as CEO of pioneering electronic merchants Pets.com and Reel.com, Wainwright built some of the first online selling infrastructures and used her marketing talents to attract millions of people to the concept of shopping online for their everyday needs.

"Bellamax has a huge opportunity, as the $25 billion consumer photography market transitions to digital," said Sharon Wienbar, Director of BA Venture Partners and a Bellamax board member. "The Board sought a disciplined consumer technology executive who has experience bringing great technology to broad adoption."

Lon Chow, General Partner of Apex Venture Partners and Bellamax board member, added, "Julie brings Bellamax both deep experience and intense passion for making technology accessible -- which is exactly what Bellamax is about."

Wainwright's 22-year career began at the Clorox Company in brand management. She was most recently the interim CEO with OntheFrontier, an East Coast-based firm that does strategic consulting for emerging growth countries, where she restructured the company to improve operations. Prior to OntheFrontier, she served as CEO of Pets.com, where she created the legendary sock puppet marketing campaign; Reel.com, where she increased sales from $1 million to $25 million in eighteen months and sold the company for $100 million to Hollywood Entertainment; and Berkeley Systems, where she transformed a screensaver company into a digital entertainment leader with the ever-popular "You Don't Know Jack" trivia game.

"I've built my career by solving real problems through the use of technology and technology-based services to meet the needs of consumers and businesses. I believe that Bellamax offers its customers real value," commented Julie Wainwright. "I'm delighted to be joining a company with so much potential at this pivotal time in its growth."

Wainwright has been recognized as one of the top women in technology by MicroTimes, the San Francisco Business Times, and other organizations. She is also a regular speaker at industry events and universities such as Harvard and Purdue. Wainwright graduated with honors from Purdue University with a Bachelor of Science degree in General Management.

About Bellamax, Inc.

Bellamax, Inc. provides professional-quality digital photo enhancement services to meet the needs of the business-to-business and consumer markets. Typical uses in the business-to-business arena range from commercial and residential real estate to cataloguers to auction sellers to professional photographers -- any business that requires the highest quality digital images at a low cost. Bellamax's consumers improve their treasured photos and portraits by getting professionally retouched photographs at a fraction of the cost.

Patent-pending, proprietary technologies and processes combined with a staff of trained photo editors allows Bellamax to deliver photographs that have been optimized for the web and printing. Digital photographs can be altered in composition, exposure, color balance and saturation, sharpness, skin tones, and red eye removal to produce dramatically enhanced results. The privately held company is located in Mountain View, California. For more information about Bellamax or to try the service, visit http://www.bellamax.com.

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