BT connects with Global to spruce up payphone network

BT and Global have launched a ten-year partnership to upgrade the UK’s payphone network, which has been in decline ever since the widespread take-up of mobile phones, opening up thousands of “digital hubs” to advertisers.

It is claimed the move that will provide better connectivity and hyper-local advertising in more than 200 towns and cities across the UK, while Global will also continue to represent BT’s “street furniture” advertising sales for the next decade.

While at times many city centre payphones appear to be blighted by adult services calling cards, BT Group’s official ad estate covers traditional payphones, ATMs and Street Hubs: digital units that provide public Wi-Fi, and live communication at a local level – with some also extending EE’s mobile network capability to provide 4G and 5G connectivity.

The new agreement will see Global convert up to 2,000 conventional BT payphones and kiosks into brand new Street Hubs over a 10-year period from 2025, as well as marketing and selling advertising on BT’s 959 existing Street Hubs. BT will continue to provide mobile and WiFi connectivity to the units.

As well as offering secure connectivity at speeds of up to 1Gbps within a 150-metre radius, modern Street Hub 2 units have a dedicated 999 calling button, USBs for free device charging and touch-screen tablets displaying real-time public information from local councils. They also feature screens to open up digital, street-level advertising for businesses.

BT Street Hubs nationwide are already a significant part of Global’s digital roadside advertising estate, providing reach and scale for outdoor ad campaigns.

The BT portfolio is also available for advertisers to purchase programmatically via DAX, Global’s market leading digital advertising exchange with pioneering targeting and measurement tools. Global will continue to share content from LBC on the BT screens, providing news to local communities served by the units.

Global group chief executive Stephen Miron said: “Street Hubs have become increasingly attractive to advertisers, given their striking presence and prominent positioning on the major streets across the UK. Together with BT, we have exciting and ambitious plans to significantly expand the Street Hub network, alongside some highly innovative solutions for advertisers. BT have been a great partner, and we look forward to continuing this relationship over the next decade.”

BT CEO – business Bas Burger added: “BT’s payphones have long been an iconic feature on the UK’s streets – and with the way we all communicate changing, today’s announcement marks a further step into the future.

“There are already almost 1,000 modern digital Street Hubs bringing communication benefits to local communities across the UK. By bringing together BT’s rock-solid connectivity with Global’s unrivalled expertise in out-of-home advertising, we can almost triple this number over the next decade.”

TOPICS:BT Global out of home outdoor media