Mobile operators to extend Weve outside Europe

MWC: The world’s biggest operators are set to unveil a new mobile marketing and payments joint venture outside of Europe following the launch of Weve in the UK.

Orange

Speaking to Marketing Week at Mobile World Congress Stephanie Hospital, executive vice president of Orange Digital, said the mobile industry has taken inspiration from Weve in the UK to develop new revenue growth areas.

Not only will subsequent Weve-like joint ventures benefit the mobile industry, Hospital says such initiatives “simplify the life of advertisers and media agencies”.

Forming joint ventures allows marketers to reach a mass audience with their mobile campaigns, according to Hospital.

She says: “In our industry today it makes sense to have scale and co-operation with carriers and internet players rather than having a standalone strategy, which is less effective.”

Elsewhere, Orange is also lobbying alongside industry bodies such as the IAB and MMA to develop mobile advertising standards to improve their effectiveness for brands and for mobile ads to embody more creativity.

She says: “We have to work the same way as an industry when developing digital advertising services: an immersive and responsive design approach. We must make sure there’s a single approach to advertising formats, such as banners that are adapted to each device.”

Weve, the joint venture between Vodafone, O2 and EE in the UK, launched last year after months of negotiations with EU regulators over competition concerns. The lengthy approval process is understood to be the reason why the operators have chosen to launch their next venture outside Europe.

She says: “If you want to work with other carriers you need to be very open minded but often the discussions are led by commercial interests rather that business interests. In the UK and Europe there can also be [regulatory] challenges.”

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here