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ZenZui will market and sell its Zooming User Interface, developed to make it easier for people using mobile devices with small screens to access and enjoy web content.

The project has been in incubation for three years at Microsoft and is led by experts in human-computer interaction and data visualisation.

It uses a concept it calls Tiles, which are a live grid of a user's different interests. ZenZui maintains a cache of fresh content, meaning the user can zoom in on any particular Tile to catch up on what's new in that area of interest.

It uses an adaptive platform that can render content on up to 36 Tiles on a wide range of handsets.

It also has a built-in marketing and advertising system that can feed in appropriate advertising to appropriate Tiles, introducing a new marketing concept:

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cost per zoom.

A software developer kit will be available in the summer, and developers can create their own Tiles using Web 2.0 standards such as JavaScript and SVG. Popular Tiles will get sponsored and can earn the developer a revenue stream, or Tiles can be operated on a 'not-for-profit' basis.

ZenZui is currently looking for partners in the realms of mobile operators, content providers and online retailers. Companies onboard for the initial trial include Kayak.com, OTOlabs, Avenue A | Razorfish and Traffic.com.

ZenZui's system is built on patented Microsoft technology and Microsoft's own IP Ventures worked with the team at the research lab in Redmond to acquire the technology in order to launch ZenZui.

'ZenZui is a perfect example of how entrepreneurs are capturing the value of licensed Microsoft intellectual property and generating valuable business opportunities,' said Daniel Lewin, corporate VP 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 has closed a Series-A financing round of $12 million from Oak Investment Partners and Hunt Ventures.

For more information, visit the ZenZui website.