ZenZui's Zooming User Interface, a technology patented by Microsoft, was initially developed by the Microsoft Research lab in Redmond, Wash. Microsoft's IP Ventures helps startups and growing companies speed their time to market through access to Microsoft innovations. ZenZui worked with IP Ventures to acquire the technology and assistance in securing venture capital funding to help launch its company.

"ZenZui is a perfect example of how entrepreneurs are capturing the value of licensed Microsoft® intellectual property and generating valuable business opportunities," said Dan'l Lewin, corporate vice president of Strategic and Emerging Business Development at Microsoft. "Our IP Ventures program opens the door for businesses of all sizes to access the work of world-class research teams, then use that access and innovation to rapidly bring new products to market."

ZenZui's core technology brings advanced information visualization techniques out of the research lab and onto mobile phones and into the hands of mobile device operators, marketers and consumers. ZenZui's high-frame rate Zooming User Interface employs up to 36 individual "tiles" that are selected and customized by users to reflect their interests and lifestyle with relevant content, interactive communications and fresh data. From the connected communities of social networks and the immediacy of pop culture to the have-to-know sports and weather info, this modular tile interface lets users sync, surf, and share digital content quickly, easily and in a distinctly new way.

"This innovative technology developed with the help of Microsoft Research has provided a strong foundation from which ZenZui has developed a unique user experience," said Eric Hertz, chief executive officer of ZenZui. "ZenZui's compelling platform is already creating excitement among carriers, content providers, interactive agencies and major marketers."

Companies onboard for the initial trial include Kayak.com, OTOlabs, Avenue A | Razorfish and Traffic.com Inc. Representatives' comments include the following:

- "OTOlabs develops and deploys products that put our clients' brands, like Fox Family Guy, where today's audience lives. ZenZui provides a powerful and unique platform to accomplish that in the mobile space," said Chris Heitmann, executive vice president and general manager for OTOlabs.

- Avenue A | Razorfish has brought three of its clients to the alpha phase. "ZenZui's platform is perhaps the first mobile interface to truly leverage unique aspects of mobile devices," said Bruce Woolsey, vice president of Advanced Media Solutions. "And it's all wrapped up in a gorgeous interface that's completely intuitive to use. This kind of solution has been sorely missing from the mobile marketing world. We look forward to continuing to experiment with the technology and developing smart, effective ways for our clients to leverage it."

- "We are excited about the combination of ZenZui technology and our nationwide real-time traffic services to provide another mobile delivery channel for our content," said Christopher Rothey, chief operating officer of Traffic.com. "Commuters demand the immediacy of on-the-go traffic content personalized for the roads they drive every day. This hyper-localized content platform allows us to engage our users multiple times per day, and the rich visual capabilities offered by ZenZui enhance users' dynamic interaction with the traffic news crucial to their daily lives" - Microsoft.