Can the ubiquitous JPEG photo format ever be replaced?
Lytro, a company looking to transform photography with its high-end cameras, has technology that can let you change the focus and perspective of a photo even after it's been taken, VentureBeat reported.
Looking to expand to more users, Lytro wants its images to be featured on more photo sites, but the JPEG standard has been a hindrance.
"One barrier to (adoption) is we are not as widely deployed and accepted as JPEG," CEO Jason Rosenthal said in a recent interview. "We want to start changing that."
The startup 500px has been announced as the first third-party site to host images shot with Lytro cameras. Founded in Toronto, 500px competes with Flickr and gives photography enthusiasts a space to display and sell their pictures within a digital portfolio.
To promote its image format on more platforms, Lytro has introduced an open-source WebGL player that can be integrated into any website.
With the WebGL Player, audiences can see the full range of Lytro possibilities and then play with the images' focus and perspective themselves, TechCrunch reported.
Starting at $1,500, Lytro's new Illum camera starts shipping in July.
Rosenthal told Re/code that the Illum has had strong preorder sales, boosting Lytro to 60 percent of its forecast sales for the year.
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