Skycore's users can now send iPhone users Passbook tickets, coupons and loyalty cards via multimedia messages using Skycore's new application programming interface. "As with SMS, the recipient of an MMS is instantly alerted on their home screen. ... While mobile-optimized e-mail is a good option, MMS is ideal because the recipient instantly knows when they've received it and they don't need to open their e-mail client to find the pass," said Skycore CEO Rich Eicher.

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