September 12, 2007, 12:00 AM

American Greetings rings up a mobile commerce program

AG Interactive is rolling out an online greeting card program for mobile commerce. Subscribers can use AG’s e-card service can choose from 11 birthday cards and nine anytime cards.

Mark Brohan

Research Director

AG Interactive, the e-commerce business unit of American Greetings Corp., is rolling out an online greeting card program for mobile commerce.

The service allows subscribers of AG Interactive’s e-card service to send a collection of 11 birthday cards and nine anytime cards via their web-enabled cell phone or handheld device to others. For now the service is free to subscribers, but cellular service providers may charge recipients a fee of 10 cents to 30 cents, says American Greetings.

Once an e-card is selected and personalized, the recipient receives a handset discovery message on their phone that detects the capabilities of the phone and carrier and requests permission to send the e-card. When the recipient responds, the service delivers the mobile e-card in the best available format for the phone and the network of the destination carrier, says American Greetings, No. 150 in the Internet Retailer Top 500 Guide.

"Offering mobile e-cards is yet another way we are incorporating innovation and new technology into our products to ensure there`s something for every way people want to communicate today," says AG Interactive senior vice president and general manager Sally Babcock.

The features of the mobile e-cards are best viewed on cellular devices with color screens, which represent approximately 80% of the cell phones currently in use in the U.S., says American Greetings.

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