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Between Sep 1996 and Thanksgiving 1997, [8] a paper greeting card company named Blue Mountain developed E-cards on its website. Blue Mountain grew quickly by allowing visitors to create greetings for others to use. Blue Mountain further expanded when Microsoft promoted its service on its free Hotmail service.
In January 2002, the company purchased Blue Mountain Arts (BlueMountain.com) from Excite@Home with Excite to buy ads on American Greeting websites and Blue Mountain would continue providing ecards for Excite. [10] The company thus had four online greeting cards website including BeatGreets.com, a musical greetings website. [6]
Schutz and Blue Mountain Arts came to wider attention with the founding, in 1996, of the bluemountain.com website. One of the earliest experiments with the electronic greeting card medium, the site was widely adopted by web users. In 1999, the dot-com venture Excite@Home bought bluemountain.com in a deal valued at $780 million. [6]
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