Vodafone adds subscribers to Weve

UK operator Vodafone has added its opted-in subscribers to advertising and commerce joint venture Weve, joining rivals EE and O2.

With the addition of  one million Vodafone subscriber details, Weve now has a database of more than 15 million UK subscribers. This gives the service “the critical mass needed to become a serious mobile marketing force,” according to Nancy Cruickshank, launch CEO of Weve.

“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,” she said. “Our aim is to ensure mobile is a mainstream media channel and a successful part of the media mix.”

Weve said that its services creates the ability for advertisers, retailers, banks and other organisations to connect to a large-scale mobile commerce platform, using a consistent set of technologies and standards.

The service currently offers location-based, video and SMS messaging. A loyalty wallet and voucher service are also in development.