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FTD rolls out mobile commerce strategy for Mother’s Day

May 5, 2010

ftdIn celebration of its 100 years as “the flower experts,” FTD has launched the mobile version of its Web site, adding another convenient way for consumers to send flowers to their friends and family.

The new mobile Web site lets consumers view FTD’s floral arrangements for any occasion, including Mother’s Day. Consumers can view images of flower arrangements, rank them by price, select a preferred delivery day and customize their gifts with a personal message.

“FTD has launched a mobile WAP site, rather than an application,” said Robert S. Apatoff, president of FTD. “The benefit for the consumer is that, unlike with an application, the FTD mobile site supports almost every mobile phone.

“The customer’s experience is seamless regardless of which device, browser or carrier they use,” he said. “So, if you are searching for flowers for your mom, you don’t need a special application to make her Mother’s Day special.”

Usablenet built the mobile site for FTD. is a provider of floral-related products and services to consumers and retail florists in the United States, Canada, Britain and the Republic of Ireland.

Because the mobile Web site is optimized for Web-enabled mobile devices, users simply type into their mobile device’s Web browser to access most of the features and functionality available on the PC site.

All transactions are completed with the same level of safety and security found on’s Web site.

Here are some screen grabs of the site:




“Since the site is a live proxy session between the user’s mobile device and the FTD Web site, the payment process and the merchandised items are the same as those on the Web site,” Mr. Apatoff said.

“The mobile homepage is, of course, streamlined for a cleaner presentation to mobile users,” he said. “This means that consumers can still select from a wide range of beautiful flower arrangements for Mother’s Day or any other occasion.”

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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