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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in