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

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in