October 31, 2005, 12:00 AM

Cell phone shopping

FTD.com is the first retailer to participate in the mGifts wireless ordering service from Juice Wireless Inc.`s MobileBday.com. The mGifts service sends a text message birthday reminder to a cell phone, providing a link to make an online purchase through FTD.com.

FTD Inc.`s FTD.com is the first retailer to participate in the mGifts wireless ordering service from Juice Wireless Inc.`s MobileBday.com. The mGifts service sends a text message birthday reminder to a cell phone, providing a link to make an online purchase through FTD.com directly from an Internet-capable wireless phone. The text message also includes a toll-free phone number for phone ordering.

To participate, consumers log in at MobileBDay.com and enter names, e-mail addresses and birth dates of people to whom they want to send gifts. MobileBDay.com sends e-mail to those people to verify the information. Buyers then receive reminders at the appropriate time.

Juice Wireless expects to name several other participating ­retailers within the next few months, a spokesman says.

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