VIDEO interview: Nancy Cruickshank, Launch CEO, Weve

It has the combined customer base of O2, Vodafone and EE and is now ready to take on Google and Apple in the UK’s lucrative mobile commerce space, but there are still things we have yet to learn about Weve.

Before her departure at the end of the month, Newsline caught up with the company’s launch CEO, Nancy Cruickshank, to get to grips with what the company plans to do now that it has all that customer data – and it has a lot; Weve gives brands access to 15 million opted-in consumers – a quarter of the entire UK population – and expects that number to grow significantly.

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In our exclusive video interview, Cruickshank – who hands over to David Sear later this month after successfully leading “Project Oscar” through its clearance by the European Commission – shares her views on the future of m-commerce, explains how the Weve ‘wallet’ will work and defends the company from criticism that its formation is an anti-competitive “land grab.”

Weve, which is already offering a core set of products and services to its customers, including location based messaging, app discovery messaging, targeted push SMS and video messaging, also has additional products in development – including the often talked about ‘wallet service’ focused on loyalty, vouchers, payments and data analysis.

Building upon some of the richest resources of knowledge and insight around mobile engagement and usage in the UK, the company “intelligently analyses” anonymised, first-party, opted-in customer data to produce insight that will create one of the industry’s “most intelligent mobile advertising and m-commerce platforms.”

For those interested in the future of mobile, Media Playground will be running a full session on March 20th. Click here for details.