A year on from changing the company's proposition from the future of the digital wallet to becoming O2’s in-house mobile marketing platform, Weve's business relationships director, John Finlayson spoke to Essential Retail about the company’s plans for the 12 months ahead.

O2 bought Vodafone and EE out of the mobile marketing partnership in 2015. And although, in its previous guise, Weve did not reach the heights those involved in the scheme had envisaged – a mobile wallet operation which would create better relationships with retailers and banks – the company now focuses on its use of data analytics to create bespoke targeted adverts on mobile devices.

Confirmed business partners of Weve include BMW, Coca Cola, Sky and Unilever, while O2 Wi-fi is available in a range of major UK high street stores, including Argos. 

Weve also partners with Eagle Eye, working on various digital promotion campaigns, including with All Bar One’s loyalty app. Recent research from Eagle Eye concluded that over half of consumers still prefer a points-based loyalty system, while receiving excessive generic communications was the main reason almost a quarter of millennials quit such schemes – demonstrating the need to personalise advertising on mobile devices.