Telstra looks to transform the payphone into a digital advertising and connected community unit

ASX-listed telco partners with JCDecaux to upgrade more than 1800 payphones nationally to turn them into mobile and information hubs

A new-look Telstra payphone in Perth
A new-look Telstra payphone in Perth

Telstra has inked an agreement with out-of-home player, JCDecaux, that will see thousands of payphones across the country become digital advertising screens in the first wide-scale upgrade to the network in 30 years.

The new 15-year contract will see 1800 Telstra payphones across Sydney, Melbourne, Brisbane, Adelaide and Perth – about 11 per cent of the total network - updated with digital advertising screens over the next two years in addition to existing phone call and Telstra Air Wi-Fi network access capabilities.

Booths will also be fitted with real-time public transport information, community polling opportunities, photo booths, mobile phone charging ports, interactive digital art and multi-lingual and disability services in the first major redesign of payphones since 1987.

The first phone booths are being updated in high-density retail precincts in Perth and Melbourne this week and will include USB charging ports and mobile integration hubs, which will be available to councils and will allow users to swipe their mobile phones to access local information and transport updates.

“We want to challenge the notion of what a payphone can be in the future and how technology is being utilised in public places,” Telstra CMO and group executive of media, Joe Pollard, said.

Given out-of-home advertising is one of the fastest growing segments of the Australian media industry, it also made sense to bring these additional revenue streams to payphones, she said.

“We are always thinking about new growth opportunities that benefit our customers and shareholders, and we see the opportunity to enhance outdoor media in high density urban areas as one of these opportunities,” Pollard said.

The second phase of updates will be in consultation with community and local councils over coming months, Telstra stated.

JCDecaux executive board chairman and co-CEO, Jean-Francois Decaux, said the deal will see it installing the largest national digital OOH offering in Australia.

It also comes a week after the company won a seven-year contract to take over Yarra Tram’s outdoor advertising assets, including tram-shelters, trams and billboards, in Melbourne. The contract encompasses 1400 advertising panels and 450 trams as well as six light rail billboards.

“As part of our DNA to creating smart cities around the world, JCDecaux will design the payphone of the future to provide state-of-the-art community services,” Decaux said. “This digital rollout combined with the recent announcement in Melbourne, will pave the way for JCDecaux to organically more than double the size of its Australian operations and gain market share in Australia, where OOH is only 5 per cent of advertising spend and still fragmented.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in