If I'm not wrong, Webe is modeled after giffgaff of UK. They are wholly owned by O2 and rides on their network. Giffgaff is a MVNO

Giffgaff is basically a peer to peer community driven model where their users become their customer service support, marketing and sales branches. In return, members get a $ credit for a service they provide. For example, if you man the customer service forums to help out with other users queries, you get some $ credit. For every successful sign up you bring to the network, you get something as well. Apparently, one user earned 13k gbp for referring many users to the network by distributing the sign ups in his father's chain of convenience stores

And being community driven means the community is free to suggest and vote on what they want from the provider who then adopts the suggestion for the larger good

In return, the telco has low overheads and theoretically, passes the savings back to the consumers

Giffgaff is considered a success and spawn further into their business model by partnering to finance providers to offer phones at cheaper price plans

Will it work here? Too early to say but in a sea of also-ran telcos, that's one way of differentiating your business but their announced 7 community initiatives were badly communicated and information cloudy at best.

From a PR perspective, it was a major fail in that it didn't generated any excitement whatsoever