DIGITAL PHOTOGRAPHY NEWS

Eye-Fi Unveils World's First Wireless Memory Card for Digital Cameras

Eye-Fi Card Uses Wi-Fi to Automatically Upload Photos to Computers and Online Photo Sharing and Social Networking Sites

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MOUNTAIN VIEW, Calif., Oct. 30 /PRNewswire/ -- Eye-Fi Inc., a company dedicated to helping people navigate, nurture and share their digital memories, today unveiled the Eye-Fi Card -- the world's first wireless SD memory card for digital cameras. The Eye-Fi Card uses home Wi-Fi networks to create an effortless and convenient way for users to send photographs directly from digital cameras to PCs, Macs and online photo and social networking sites. See release entitled "Eye-Fi Announces Support from Seventeen Online Photo Destinations." Priced at $99.99 with 2GB of storage, the Eye-Fi Card is available now from major online retailers.

"Digital cameras have made it extremely easy to take pictures, but the rest of the process is a hassle," said Jef Holove, chief executive officer of Eye-Fi. "The Eye-Fi Card removes the barriers and lets users get to the fun part of sharing and printing their memories. We're putting the magic back into photography."

Eye-Fi uses home wireless networks to eliminate the time-consuming chore of dealing with cables, card readers or software plug-ins associated with uploading photos. Users simply turn on their digital camera and their pictures are wirelessly uploaded. The Eye-Fi Card works with existing and new SD-compatible digital cameras and stores photos like a conventional SD memory card.

"We know that a large percent of digital images captured each day are never printed or shared. That adds up to significant lost revenues for photo sharing and printing sites," said IDC analyst Ron Glaz. "We anticipate wireless cameras will fundamentally change the way people manage their digital photographs in the future and believe that the Eye-Fi Card will help drive these changes."

How the Eye-Fi Card Works

During a simple set-up process, users can select from among 17 popular online photo sharing, printing, social networking or blogging sites to share their photographs, and select where on their PC or Mac they want to archive their images. Once the set-up is complete, users can focus on taking pictures and sharing memories -- and not on the process of uploading photos from their camera.

Eye-Fi's free upload service allows users to transfer an unlimited number of photos. It handles full-resolution JPEG pictures and intelligently resizes the images if required by the selected online destination.

"We're thrilled to be among the first to sell the Eye-Fi Card and we expect it to be a big hit for the holidays," said Aaron Maguire of Buy.com. "Eye-Fi understands how time-starved our customers are, and this solution matches their needs."

The 2GB wireless SD memory card, which holds approximately 1,000 images, is available now at major online retailers including Amazon.com, Buy.com and Walmart.com for $99.99 USD. It's also available from the online stores of J&R, B&H Photo Video, dotPhoto and Photojojo. For more information, please visit www.eye.fi.

About Eye-Fi, Inc.

Founded in 2005, the company is dedicated to building products and services that help consumers navigate, nurture and share their visual memories. Eye-Fi's patent-pending technology works with Wi-Fi networks to automatically send photos from a digital camera to online, in-home and retail destinations. Headquartered in Mountain View, Calif., the company's investors include Opus Capital and Shasta Ventures. More information is available at www.eye.fi.

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