Hallmark, one of the world’s oldest and best-known greeting card companies, launched its first Hallmark eCard app for the iPhone and iPad on Thursday.

The new app, which will eventually make it to Android devices, isn’t just about ecards. It’s part of a broader mission within the Hallmark eCard division to help users connect more deeply through mobile devices and social networks than they do today, said Dan Kessler, general manager of Hallmark eCards.

“We’re talking about depth versus breadth” of social communications, Kessler said an interview. “If you post ‘Happy Birthday’ on somebody’s Facebook wall, at the end of the day you’re really just a number, a little red number at the top of somebody’s Facebook page. What we’re trying to provide artistically and technologically is a way to communicate more deeply.”

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