Interesting Shopping Search Tool

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You know how difficult it can be when you’re trying to find the perfect product to buy but have way too many choices? Well, there’s a new search tool called Mology that has an interesting method of helping you to narrow down your choices. Right now it’s for cameras, but they plan to have other topics soon…

PrismaStar® Debuts Next-Generation Camera Selector at

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

CHICAGO . PrismaStar Software, dedicated to helping consumers make Better, Faster
Decisions, announced today the US debut of the Mologyâ„¢ camera selector
( The Mology Website is powered by AnswerOil®, 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 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 (, 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 (, 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 Včíslo, Director of Sales,
“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

For more information regarding PrismaStar’s innovative product search and consumer
guidance technology, please visit

About Mologyâ„¢ and AnswerOil
Mology is the place where Techthusiastsâ„¢ (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® 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

About PrismaStar®, LLC
Headquartered in Chicago and with offices in Cambridge, UK and Prague, CZ,
PrismaStar Software ( is a pioneer of product search and consumer
guidance technology employing inspired Techthusiastsâ„¢ (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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