AmericanGreetings has launched a new web service that allows users to send greeting ecards to any mobile device in United States at americangreetings.com/mobile.

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 back, the service delivers the mobile e-card in the best available format for the phone and the network of the destination carrier. The service currently includes a collection of 11 birthday and nine anytime e-cards specifically designed for viewing on mobile phones.