Weve – the UK mobile operator joint venture previously known as Project Oscar – has confirmed Nancy Cruickshank as its launch CEO.
Shes been working in the role since back in May, long before the European Commission gave it the green light. As launch CEO, Cruickshank is responsible for every aspect of the company, developing its offering, as it grows from a start-up to a fully operational business.
Weve has come on a long way since its original announcement as a mobile wallet project, codenamed Oscar. It looks like Weves focus will be much more on mobile marketing, which will be the first service to go live, rather than payments – but there are still a lot of unknowns, not least a launch date. 
In an interview with The Financial Times, Cruickshank said Weve aims to generate £1bn in revenue over five years. Beyond that, Cruickshank intends to bring in new partners, including 3 and Virgin Media, and is hoping to leverage the global reach of Weves shareholders to become a blueprint for the rest of the world.
Cruickshank was previously executive director of digital at the Telegraph Media Group. Before that, she was global CEO of VideoJug, and has worked in the digital industry for almost 20 years.
