Bellamax Launches UpShot, New Photo-editing Software for Windows, With an Aggressive Free Product Give-A-Way until July 1st.

SAN FRANCISCO – June 1, 2006 – Bellamax, Inc. (www.bellamax.com) today announced the release of a new photo editing software tool, UpShot, with an aggressive introductory offer designed to generate trial. The product will be free of charge until July 1, 2006 when it will then be available for at www.upshotphoto.com. UpShot is aimed at the consumer photo hobbyist market and leverages the Bellamax technology currently used in the professional photography market.

The development of UpShot was based on extensive research, which showed that current photo editing needs of the photo hobbyist are not being met by today's products. According to a recent survey ⁽¹⁾, fewer than 25 percent of consumers who use photo-editing software are completely satisfied with their current editing software. A complicated interface and steep learning curve were the primary factors for this dissatisfaction. Bellamax has designed UpShot to address these needs.

"Our beta testers loved Fast Fix, our one-click auto enhance feature. They found it superior versus any other product. They also loved the deep editing tools and the embedded tutorials." said Julie Wainwright, president and chief executive officer, Bellamax. "We are excited to bring this product to market. It's beautifully designed, easy to use, and it's designed so consumers can get professional looking photos without investing lots of learning and relearning time."

Better Photos, Faster
Bellamax adapted its' professional level product, currently in use in professional photo printing labs for automated photo enhancement, to produce UpShot. By combining proprietary, state-of-the-art, one click automatic correction pro technology, called Fast Fix, and deep editing tools, UpShot provides hobbyists with a full array of editing options. Many users will only need to use Fast Fix to enhance their photos. This is because Fast Fix intelligently analyzes the photo and does segment correction for skin tone, sky, foliage and other "memory" colors to optimally enhance the photo. Most red eye is automatically removed with Fast Fix. Fast Fix produces consistently better results versus the auto correct solutions in any other competitive product.

UpShot also has sophisticated editing tools designed to make advanced editing easier and completed in fewer steps than other photo-editing software. The product includes embedded tutorials that explain how to use the tools in about two minutes.

UpShot is the most connected software, with seamless integration to the most popular websites including Blogger, Buzznet, Flickr, Fotopic.net, ImageShack.us, Shutterfly, SmugMug, Snapfish, Wal-Mart, Webshots and others.

Amy McDonough, director of services at Webshots commented, "UpShot offers a fast and seamless way for our members to upload photos directly to Webshots from their photo editing tool. It is a great service for our members and we're pleased to be working with such an industry-leading partner."

Free Offer
UpShot will be distributed via the internet. Bellamax is offering it FREE for 30 days. This is not a trial version. This will not dissolve in thirty days. It is FREE. "Why would we do this? We want to get feedback on this first release. We want to get a buzz going." said Stacey Lawrence, Vice President of Marketing.

To download, visit www.upshotphoto.com. On July 1, the price is $29.99. UpShot is only distributed via the Internet.

About Bellamax, Inc.
Bellamax, Inc. has created the photo processing industry's first high yield, fully automatic photo correction and enhancement software. Bellamax software represents the next generation in automatic photo enhancement technology and easy to use sophisticated photo editing tools. The company is located in San Francisco.

^{(1)  Internal statistically projectable survey conducted by Bellamax in 2005.}

Press Contact:
slawrence@bellamax.com