Vodafone has added its customer base into Weve's mobile advertising and payments platform, giving advertisers access to a potential 15 million consumers.
The joint venture is between Vodafone, EE and O2, and among the services it offers advertisers are location based and app discovery messaging, targeted push sms and video messaging. It is working on developing products such as loyalty cards, vouchers, payments and data analysis.
Nancy Cruickshank, launch CEO of Weve, said: 'Weve is already up and running, but with the integration of Vodafone we acquire the critical mass needed to become a serious mobile marketing force. We want to move the conversation and reframe the debate on mobile, not just a platform for one-off campaigns, but the launching point for the ground breaking, innovative and long term campaigns of the future. Our aim is to ensure mobile is a mainstream media channel and a successful part of the media mix.'
Weve said the addition of Vodafone's customers gives advertisers access to a quarter of the UK's population.
Author: Graeme Neill