[rjb]

This is literally one of two ideas we have been flipping between.

What we found was that all the current mobile gifting services lacked local businesses, were mostly SMS based and, the surprising problem, were partnering with the merchant. This means they are not "everywhere" nor are they granular - Not personal enough ($25 at Target). We tested a few last year and found that when we went to redeem the gift, either the merchants had no idea what we were talking about, even with phone and print out in hand, or the redemption process was a pain in the ass.

We also found something that surprised us. We assumed people would think it was rather impersonal. However, finding new ways to say "thanks for helping me move", etc., people found to be much more fun and personal - We also implied a level of custom-ability in gifting and had no interest in partnerships, big box or otherwise.

It is fantastic to see someone else taking this on as I personally think there is something huge here. There are so many nuisances to this and it is very interesting to see how each company is tackling them.