September 17, 2007

New Online Identity Tool to Debut at TechCrunch40 Conference in San Francisco

SAN FRANCISCO, CA. September 17, 2007 - mEgo, selected to present at the 2007 TechCrunch40 conference as one of this year's hottest start-up technology companies, today launched its flagship product named mEgo. A mEgo is a patent-pending portable multimedia profile that allows users to share dynamic, customized visual identities of themselves across the web. In conjunction with the launch, mEgo also announced a distribution partnership with social networking site Tagged and a new application mEgo is building for the Facebook platform.

There are now more than 400 million social networking profiles online, with most users maintaining multiple profiles across various sites. A mEgo is a highly functional and customizable digital profile that allows users to:

• Create a sophisticated, personalized, visual representation of themselves in the form of an avatar;
• Aggregate (within the avatar) all personal online interests such as profile details, videos, photos, feeds, and widgets;
• Place the avatar simply and easily on multiple social networking sites, blogs, IM clients, websites and mobile devices;
• Manage their personal profile in one centralized location with automatic real-time updates across the web.

"Most online profiles are about filling in the blanks. mEgo allows users to express who they really are in digital form. Imagine how you want to represent yourself on the web and you can do it with mEgo," says mEgo co-founder Ariel McNichol. "We are honored to have been chosen as one of the hottest start-up technology companies of 2007 by TechCrunch and we are truly excited to introduce mEgo to the public today."

Co-founder Julia Johnston, a Toronto-based new media investor and entrepreneur, said, mEgo is a first-of-its-kind technology that promotes and enhances online social interaction. mEgo gives people a chance to reclaim and control their online identity and present themselves in a more sophisticated and attractive format.

mEgo is one of 40 cutting edge and innovative start-up technology companies selected from a pool of over 700 applicants to debut and demo its product at TechCrunch40, a two-day conference hosted by tech industry blogger Michael Arrington whose TechCrunch blog is read by more than 600,000 people per day. Next week mEgo will participate in the prestigious DEMO conference in San Diego.

mEgo is free to users and will be monetized through advertising and sponsorships. By early 2008, mEgo will share advertising revenues with its users. mEgo is partnering with existing social networks to create co-branded versions of mEgo with special applications on those sites. In addition to a partnership with Tagged, the company is in discussions with other social networks, blogs and IM and widget providers. The company will launch an application on the Facebook platform at the end of November.

mEgo launched today as a limited feature open beta, with expanded feature capabilities scheduled for late 2007 and winter of 2008. mEgos will first be available for the PC / MAC environments, but will soon also be deployed for mobile platforms, allowing a user to share her profile on virtually any device.

mEgo is led by co-founders Ariel McNichol and Julia Johnston. Julia is a lawyer and highly accomplished business strategist in the technology, media and telecommunication industries. Ariel has a successful track record of creating hit software, games and mobile products for companies such as Yahoo!, AOL, Lucas Arts and Disney. mEgo is a Los Angeles-based company, well-backed and funded by notable angel investors in the technology and media industries.

Everywhere you go mEgo! Create your own mEgo at www.mEgo.com

About mEgo:

mEgo is the next generation in digital self expression. It is a first-of-its-kind "portable multimedia profile" that allows users to share dynamic and customized visual representations of themselves across the web And mEgos go everywhere you go, social networking sites, blogs, IM clients, etc. mEgo's unique patent-pending interface and robust engine offer a combination of features that are not available anywhere else: a customized, functional avatar, an aggregation engine, a profile management suite, all highly portable and user-controlled via both public and private interface. mEgo is currently in beta-launch with major incremental feature releases scheduled for late 2007 and winter of 2008. Create your own mEgo at www.mEgo.com

To download a profile of mEgo, please go to: mEgo one sheet (PDF, 670K)
For a high-resolution photo of Ariel McNichol, please go to: Ariel's photo
For a high-resolution photo of Julia Johnston, please go to: Julia's photo

About TechCrunch40:

TechCrunch40, LLC is a joint venture between Jason Calacanis and TechCrunch, and was created to organize and sponsor the TechCrunch40 Conference, designed to showcase the forty hottest new product launches on the Internet and create passionate debates about the new companies and new technologies presented. Corporate Sponsors for the 2007 TechCrunch20 Conference include: AOL, Axosoft, Charles River Ventures, Clearstone Venture Partners, Fenwick & West, Howard Rice, Nemerovski Canady Falk & Rabkin, Mayfield Fund, Perkins Cole and Sequoia Capital.

Media contacts:

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