Shutterfly (NASDAQ:SFLY) has launched a new online personal publishing service, Treat. Treat enables users to create, personalize and send greeting cards to their friends and relatives. It comes with an integrated scheduler and reminder, and offers more than 4,500 customizable card designs for various occasions. Treat also offers Facebook integration, and pulls all birthday data for your friends for its reminder service, making it easier to remember and send greetings to them. Users can schedule card delivery up to a year in advance, with most cards priced at $2.99. 
Shutterfly also plans to release a mobile app for Treat later this year, to boost usage and enable customers to send cards from anywhere, at their convenience. We expect it to help Shutterfly increase its user base and maybe also increase the number of orders per customer, by making it effortless to send greeting cards to their friends and family on special occasions.
Shutterfly is primarily an online photo sharing, storage and printing service which enables users to create customized products like photobooks, cards and prints using their images. It competes primarily with services like HP’s (NYSE:HPQ) Snapfish, American Greetings’ Photoworks and Webshots brands, and even Apple (NASDAQ:AAPL) that ventured into this business lately, with its new Cards app on iOS. It recently acquired Kodak’s online photo sharing service, which is expected to boost its user base significantly.
We have a $30 Trefis price estimate for Shutterfly, which stands nearly 10% below its current market price.Notes:
- Shutterfly Introduces Treat, a Whole New Way to Stay Connected, Press Release [↩]