Bellamax Expands Executive Team with Vice President of Technology & Operations and Chief Marketing Officer.

Business Editors

SAN FRANCISCO--(BUSINESS WIRE)--Sept. 16, 2003

Online Photo Retouching Service Prepares for Accelerated

Growth After Recent Funding

Bellamax, Inc., the leading online digital photo retouching service (www.bellamax.com), today announced that Thomas Kudrycki and Valorie Cook Carpenter have joined the company as Vice President of Technology & Operations and Chief Marketing Officer respectively. The company recently closed $6.3 million in financing and is expanding its technology, operations, and marketing staff to implement initiatives which further address the needs of the rapidly growing digital photo market that produces billions of photos annually.

"Bellamax offers a valuable service to both professional and amateur photographers who are looking for a quick and low-cost way to get the best quality digital images for any output," said Julie Wainwright, President and CEO of Bellamax. "These veteran technology executives will help Bellamax to quickly and effectively execute our strategy during this booming time in the digital imaging marketplace."

Kudrycki brings over 17 years of professional experience in technology development and team management. His experience ranges from managing small start-ups and rapidly growing new business concepts to large corporate structures. Most recently, he was the President and CEO of Metacat Inc., a product catalog information management and services company, where he raised seed money and led a core team that created Metacat's enterprise software product and service. Prior to his work at Metacat, Inc., he served as Vice President of Engineering at Chemdex, a pioneer in business-to-business e-commerce marketplaces, where he joined the company at an early stage, recruited the core team, and led the team through various stages of rapid growth. Kudrycki also served as a Director of Software Architecture and later as a Vice President of Content Technology at CNET and built the team from the ground up to 75 engineers. Earlier in his career, Kudrycki was an engineering manager at the groundbreaking AT&T Bell Labs. Kudrycki holds an MSEE in Computer Engineering from the University of Cincinnati and a BS in Computer Science and Physics.

Carpenter brings over 28 years of marketing and operations experience in the personal computer and consumer packaged goods industries to her current role as Chief Marketing Officer for Bellamax. Most recently, she was Senior Vice President of Marketing for Caere Corporation, where she introduced OmniPage Pro 10, the latest version of this best-selling winner of 90 awards, which resulted in the highest quarterly software revenue in Caere's 24-year history. While Vice President of Worldwide Marketing for FileMaker, Inc., formerly Claris Corporation and a wholly-owned subsidiary of Apple Computer, Carpenter launched Mac OS 8 and introduced FileMaker Pro 4.0, named "Best Business Software of 1998" by the Software Publishers Association. As Vice President of Marketing for Broderbund Software, she introduced numerous award-winning, best-selling titles, including Myst, the best-selling computer game of all time. Prior to Broderbund, Carpenter held senior marketing positions at Ashlar Incorporated and Software Publishing Corporation. Carpenter began her marketing career in brand management with Procter & Gamble. She earned an MBA at Stanford University Graduate School of Business and a BS in Business with Honors in Marketing from Indiana University.

About Bellamax, Inc.

Bellamax, Inc. provides professional-quality digital photo retouching services to meet the needs of the professional and consumer photography markets. Patent-pending, proprietary technologies and processes combined with a staff of trained photo retouchers enable Bellamax to deliver photographs that have been optimized for the web and printing. Digital photographs can be adjusted 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 San Francisco, California. For more information about Bellamax or to try the service, visit http://www.bellamax.com.