Weve, a joint venture between the UK's three largest telcos, has chosen The Logic Group to provide technology to test a loyalty and coupon program.

Known previously as the Project Oscar mobile payments system, Weve instead became the telcos' venture into mobile commerce. The venture plans to establish a marketing and advertising service for merchants prior to attaching a specific payment method.

In October 2012, Weve, a branding play on words for We've Joined Up Mobile, touted itself as "a new focal point for a whole new set of experiences and ideas across the mobile spectrum," emphasizing mobile marketing, advertising, loyalty programs, coupons and payments.

The Logic Group will collaborate with Weve to design and build a central database for the project's first loyalty program delivered through a mobile wallet, the European customer interaction specialist announced March 13.

In addition, The Logic Group will help Weve develop business strategies around its loyalty services and consult the telcos regarding interaction with merchants.

"Weve has the potential to be significant and transformative for the British industry and consumers alike," Gareth Wokes, chairman and CEO of The Logic Group, states in the press release.

European telcos Telefonica UK, Everything Everywhere Ltd., and Vodafone UK have worked on the Weve project for more than a year, overcoming a short delay nearly a year ago when the European Commission put a halt to then-Project Oscar so it could research anti-trust complaints. After the commission cleared the project, the venture moved forward as Weve.

"Part of our vision at Weve is to transform how the consumer can use loyalty on their mobile for their best advantage," Weve CEO David Sear states in the release. "A strong partner ecosystem is crucial to our success – including companies like The Logic Group who can support and partner with us in delivering our ambitions in the loyalty and coupon space."

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