SOURCE: Axis Technologies Group, Inc.

December 06, 2007 07:01 ET

Axis Technology Highlighted in Omaha World-Herald Newspaper Business Article

Company's Proprietary Energy-Saving Fluorescent Lighting Ballast

LINCOLN, NE--(Marketwire - December 6, 2007) - Axis Technologies Group, Inc. (PINKSHEETS: AXTG), a green technology company which designs, manufactures and markets a proprietary line of energy-saving daylight harvesting electronic dimming ballasts, announced today that the Omaha World-Herald, a newspaper published in Lincoln, Nebraska, included Axis Technology in today's Business section. The company and its proprietary energy-saving fluorescent lighting ballasts were the subject of an article, "Lincoln firm helps others go green." The article is accessible at

The article begins with a succinct description of the company's innovative ballast which is beginning to gather momentum in the Green Technology movement: "Axis has developed a ballast for the acres of fluorescent lights used in schools, shopping centers and other commercial buildings that automatically dims the lights as daylight enters the space. The ballast also has a seven-position switch that can be set to limit the light output and, in turn, the energy used in areas where bright light isn't needed."

Kip Hirschbach, CEO of Axis Technology, was quoted: "Lighting is one of the highest energy uses of a building. For most office buildings, lighting accounts for 40 to 50 percent of the electrical bill. There were other companies that made dimming fluorescent ballasts, but they were all very complicated, very difficult to install and very expensive to install." The article notes that "many states offer incentives or rebates for such products that can help ease the extra cost. California even takes it a step further by requiring daylight harvesting in all new construction and major retrofit projects, and Hirschbach expects other states to follow suit."

The article brings up another target market for the company -- school systems throughout the country that have classrooms with windows and hallways with skylights. Kip Hirschbach, CEO of Axis Technology, said, "In a typical office or school, lighting is up to 50 percent of the total electric bill, so our ballasts can represent significant savings." The article goes on to say, "He said the Dallas-Fort Worth International Airport just completed a test of Axis' ballasts. 'They are going to start converting their terminals with our product.'"

Chet Mullin, Staff Writer at the Omaha World-Herald, notes that "Most of Axis' products are in buildings in Seattle, California and the Northeast, where utility rebate programs make the ballasts more affordable and electricity is more expensive." When asked about competition, Mr. Hirschbach was quoted, "'... they all require you to buy a separate control system and a separate photo cell. Then you have to wire it all together, so it costs about three times what ours does.' He said the Axis system, in which each fixture has its own light-sensing photo cell and dimmer, also provides better zone control with each fixture. 'You get better lighting. The lights don't dim too much in the back of a room farther away from natural light,' he said. With other systems, all the lights might dim to the same level, leaving some areas too dark and others too bright."

Significantly, the article notes: "Sales are getting another boost, he said, besides all the buzzwords about saving energy, green building and global warming: Some cities and states are considering laws that mandate light systems that dim artificial light and harvest daylight." And adds, "He said the firm sells its ballasts three ways: through manufacturers' representatives, with 26 agencies across the country; through fixture manufacturers; and through energy service companies, which upgrade older buildings."

A recent interview of Mr. Erickson conducted by The Wall Street Transcript is available at

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About the Axis Technologies Ballast

Axis Technologies Group, Inc. has developed an innovative new ballast -- an electronic component that regulates voltage in fluorescent lighting that focuses on expanding daylight harvesting into mainstream fluorescent lighting applications. The patented Axis Dimming/Daylight Harvesting Ballast is a new proprietary technology that transforms the ballast, a once standard lighting industry staple, into a dynamic energy-saving system that can reduce lighting energy costs by up to 70%. Each Axis DDH Ballast utilizes an individual photo sensor to automatically adjust the amount of electrical current flowing to the light fixture, and then dims or increases lighting in conjunction with the amount of available sunlight that may be harvested from available windows and skylights. The Axis DDH Ballast avoids "over-lit" conditions that increase energy costs by keeping lighting "tuned" to the desired level in a designated area.

About Axis Technologies Group, Inc.

Axis Technologies Group, Inc. ( conducts its business through a wholly owned subsidiary, Axis Technologies, Inc., a Delaware corporation headquartered in Lincoln, Nebraska. Axis Technologies, Inc. designs, manufactures and markets a proprietary line of energy-saving and daylight harvesting electronic dimming ballasts for the commercial lighting industry. The company's target market is small to large commercial users of fluorescent lighting including office buildings, wholesale and retail buildings, hospitals, schools, and government buildings. In 2002, Underwriters Laboratory (UL) approved Axis products for sale in both the United States and Canada. The Axis Dimming/Daylight Harvesting (DDH) ballast is priced competitively and is the only daylight harvesting ballast system that can be marketed as a replacement for standard ballast.

Safe Harbor

Statements about the Company's future expectations and all other statements in this press release other than historical facts, are "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as that term is defined in the Private Securities Litigation Reform Act of 1995. The Company intends that such forward-looking statements be subject to the safe harbors created thereby. The above information contains information relating to the Company that is based on the beliefs of the Company and/or its management as well as assumptions made by and information currently available to the Company or its management. When used in this document, the words "anticipate," "estimate," "expect," "intend," "plans," "projects," and similar expressions, as they relate to the Company or its management, are intended to identify forward-looking statements. Such statements reflect the current view of the Company regarding future events and are subject to certain risks, uncertainties and assumptions, including the risks and uncertainties noted. Should one or more of these risks or uncertainties materialize, or should underlying assumptions prove to be incorrect, actual results may vary materially from those described herein as anticipated, believed, estimated, expected, intended or projected. In each instance, forward-looking information should be considered in light of the accompanying meaningful cautionary statements herein. Factors that could cause results to differ include, but are not limited to, successful performance of internal plans, the impact of competitive services and pricing and general economic risks and uncertainties.

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