DIGITAL PHOTOGRAPHY NEWS

PrismaStar® Debuts Next-Generation Camera Selector at Mology.com

Revolutionary Product Search Tool is World's First to Mimic Human Decision Making

CHICAGO, Aug. 19 /PRNewswire/ -- PrismaStar Software, dedicated to helping consumers make Better, Faster Decisions, announced today the US debut of the Mology(TM) camera selector (www.mology.com). The Mology Website is powered by AnswerOil(R), an award-winning, patent-pending product search technology that allows shoppers to rank the importance of any product feature or specification. By simulating the natural give-and-take of human decision-making, AnswerOil makes it easy to dynamically evaluate the trade-offs of real-world decisions, for the first time putting shoppers in complete control of their product search. The result is unprecedented levels of confidence that the chosen product reflects the best possible balance of price, features and availability.

Because the powerful AnswerOil technology can be used for virtually any product or service decision, the Camera Selector will be only the first of many selectors at Mology.com. Later this year, PrismaStar plans to announce several new product and service selectors on Mology, as well as a very unique feature that will allow users of Mology to create their own personalized selectors to use AnswerOil to help them make virtually any decision.

Retailers and service providers can harness the power of AnswerOil for their own e-commerce websites too; the launch of Mology follows hot on the heels of PrismaStar's most recent client signing, Jessops (www.jessops.com), the largest photographic retailer in the UK, which launched its camera selector on July 11, 2008. Previously, AnswerOil was implemented at 123Shop, a camera retailer in the Czech Republic (http://www.fotoplaneta.cz/), which resulted in a twofold increase in their sales conversion rates.

"The ratio of visits to orders placed has doubled and user feedback is also assuring us that we hit the mark," says Pavel Vcislo, Director of Sales, 123shop.cz. "Potential customers going through the decision-making process are frustrated by the difficulty of finding relevant and accurate product information. The AnswerOil Product Selection Engine is our response to this problem. The system makes it significantly faster and easier for a shopper to find and choose the best camera for them."

For more information regarding PrismaStar's innovative product search and consumer guidance technology, please visit www.PrismaStar.com.

About Mology(TM) and AnswerOil

Mology is the place where Techthusiasts(TM) (technology enthusiasts) find and discuss the latest products. The site will feature a huge range of product selectors, the option for users to create their own selectors, and social networking and forums for people to discuss, review and recommend the latest gadgets. The Beta version of the site launched in August, 2008 featuring a digital camera selector.

Mology is powered by the patent-pending AnswerOil(R) product search technology which has been proven to increase sales conversion rates, enhance the customer shopping experience, and also provides unique market research analytics to retailers showing not only WHAT their customers are buying, but also exactly WHY. AnswerOil is a turnkey solution that is quickly and easily integrated into any website, kiosk, or mobile application.

For more information on how to integrate AnswerOil into your e-commerce or financial services website, please visit www.AnswerOil.com.

About PrismaStar(R), LLC

Headquartered in Chicago and with offices in Cambridge, UK and Prague, CZ, PrismaStar Software (www.PrismaStar.com) is a pioneer of product search and consumer guidance technology employing inspired Techthusiasts(TM) (technology enthusiasts) to help consumers make Better, Faster Decisions. The company was founded in January 2005 by Joshua Z. Tabin, former CEO of Tabin Corporation.

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