Dive Brief:

• The Wonder e-gift card app, available in the iTunes app store for free as of Wednesday from Wonder Technologies, allows instant e-delivery of gift cards to an email address or mobile phone number.

• Gift cards are available from a large list of participating retailers, big and small, and gifts can come from online retail outlets as well as brick-and-mortar stores.

• Gift-givers can browse wish lists, curated picks, or use a group gifting option, and the gift is sent instantly with a linked credit card number stored securely in the cloud. Recipients can send instant thank you notes, opt to be notified when they're near the physical store so they can use their gift, and never have to worry about the gift expiring.

Dive Insight:

This new app is an excellent example of how lovely and fun mobile commerce can be. It’s swift, easy, and, if enough retailers participate, it’s likely to catch on quickly. The ease of execution and the no-expire feature are sure to put non-participating retailers on their toes in the m-commerce game.