August 6, 2008, 12:00 AM

BlackBerrys sprout flowers for gift-givers

1-800-Flowers.com has launched a downloadable application called Mobile Gift Center for BlackBerry users to complement its m-commerce site, accessible via any mobile phone.

Mark Brohan

Research Director

1-800-Flowers.com Inc. is picking BlackBerrys for its latest mobile offering. The retailer, which operates an m-commerce site, has created an application BlackBerry users can download to their mobile devices to order gifts. A mobile browser is not required; users review and purchase products via the mobile web-linked application that resides on their smartphones.

Unlike the m-commerce site, which can be accessed via any mobile phone with a mobile web browser and Internet access, the application is designed to reside on BlackBerrys and be included in a user’s list of applications. The retailer used m-commerce platform technology from Digby, which also runs a mobile shopping mall for BlackBerry users, to create the application, which can be downloaded from the m-commerce site or the Digby site.

The application, dubbed the Mobile Gift Center, offers a selection of 1-800-Flowers.com popular and best selling products. Users scroll through product listings, which include information and images, and click on items to buy. The application integrates with standard BlackBerry applications, such as the address book, to ease data entry. It also stores and encrypts password-protected customer and payment information to speed purchases.

“It is clear to us that our customers are seeking innovative solutions to help them connect and express themselves to the important people in their lives while they are on the go,” says Jim McCann, CEO and founder of 1-800-Flowers.com, No. 36 in the Internet Retailer Top 500 Guide. “We are proud to provide our customers with a convenient and efficient mobile shopping experience.”

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