Weve, the mobile wallet joint venture between three U.K. mobile network operators, Vodafone, O2 and EE, has selected Proxama to provide technology for its Pouch mobile marketing and loyalty app, according to an announcement from Proxama. Weve launched Pouch in alpha test mode on February 17.

As part of the deal, Weve is licensing the TapPoint platform from London-based Proxama. TapPoint uses NFC, QR codes, geo-fencing and Bluetooth Beacons to deliver customized merchant marketing to shoppers. Customers who sign up for Weve's Pouch app will be able to access personalized loyalty and marketing via Android and iOS apps on their smartphones.

Weve said it is developing a unified marketing, payments and loyalty service for U.K. businesses, which will provide them with a single point of contact. It will work with Proxama as integration partner to connect retailers to the platform.

"At Weve, we believe that interactions between consumers and retailers will be increasingly mediated through mobile devices, but you have to crack the POS as well as the consumer experience," Sean O'Connell, Weve's director of product, said in a statement.

Weve is rolling out its service in phases, starting with the Artigiano coffee shop, O'Connell said. Bluetooth low-energy Beacons have also been installed at two stores belonging to the Eat chain, he said.

In early February, Weve announced a partnership with MasterCard to create a platform for contactless mobile payments in the U.K.

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