Simple Star Secures $6.3 Million in Funding from Venrock Associates

Business Wire, August 11, 2005

SAN FRANCISCO -- Simple Star, a developer of easy-to-use imaging software and services that enable consumers to share memories as multi-media for viewing on PCs, television and portable devices, announced today that it has secured $6.3 million in funding from Venrock Associates.

Simple Star's PhotoShow platform has proven itself as a market leader for consumer multi-media authoring and sharing. The latest version, "PhotoShow Deluxe 4," which includes a premium membership to PhotoShow Circle, was launched on July 12th. PhotoShow Circle is the online service that enables consumers to share their photo memories in a fun and personal way. The integrated PhotoShow DVD Service is the first of its kind and enables consumers to easily order custom DVD's of online PhotoShows that are shared and received. Simple Star's flagship PhotoShow product line and integrated services are available in 12 languages.

Venrock Associates was founded as the venture capital arm of the Rockefeller Family and continues a tradition of funding entrepreneurs that now spans over seven decades. Laurance Rockefeller pioneered early stage venture financing in the 1930s. With over 300 investments over a span of more than 70 years, the firm has an established a track record of identifying and supporting promising early stage enterprises. As one of most experienced venture firms in the United States, Venrock maintains a tradition of collaboration with talented entrepreneurs to establish successful, enduring companies, across a broad range of Information Technology and Life Science industries.

Simple Star also announced that Brian Ascher, Senior Principal at Venrock Associates, will join the company's Board of Directors. Mr. Ascher focuses on consumer, Internet, and software investments and is also a Director of Vocera Communications, Atrenta, Datallegro, T3Ci, Unicru and the Winery Exchange. "Simple Star has demonstrated outstanding product sensibility and market traction by building partnerships with such industry leaders as Comcast, Walgreens, Memorex, Nero, Pentax, Snapfish, Shutterfly and many others," said Mr. Ascher.

"Simple Star will use the financing to expand our leadership position for easy-to-use imaging software and services, with a particular focus on providing consumers with the best experience when they want to share their photos to TV," said Chad Richard, Simple Star's Chief Executive Officer.

Prior to funding from Venrock, Simple Star has operated on rapidly growing revenues and angel funding from industry leaders such as Victor Hwang, Managing Partner of Agile Capital Partners, which he founded to pursue private equity angel investments. Previously, Mr. Hwang was CEO and Vice Chairman of a publicly-traded Hong Kong Stock Exchange company that focused on investments in Greater China. Mr. Hwang also brings previous experience as an investment banker at Goldman Sachs, where he led the initial public offerings for eBay and Yahoo! in addition to completing numerous financings for a wide variety of high technology companies. Mr. Hwang sits on Simple Star's Board of Directors.

About Venrock Associates

Venrock Associates was founded as the venture capital arm of the Rockefeller Family and continues a tradition of funding entrepreneurs that now spans over six decades. Laurance S. Rockefeller pioneered early stage venture financing in the 1930s. As one of most experienced venture firms in the United States, Venrock maintains a tradition of collaboration with talented entrepreneurs to establish successful, enduring companies.

During its history Venrock has made over 300 investments in portfolio companies that have achieved an aggregate market capitalization of $1.2 trillion, combined annual revenues of $150 billion, and employees totaling over 773,000. At end of 2003, they closed Venrock Associates IV, a $550 million fund. For more information, visit www.venrock.com.

About Simple Star, Inc.

Founded in 2001, Simple Star develops products and services that enable consumers to share their memories to PCs, TV and portable devices. Simple Star licenses its software and services to computer hardware manufacturers, digital imaging companies, retail photo finishers, cable and broadband companies. Simple Star products have been licensed to companies including: Eastman Kodak Company, Comcast, Nero, Snapfish, Cablevision, Memorex, Vivitar and Shockwave. To learn more about Simple Star, visit www.simplestar.com.