Telstra has landed a $17 million deal to fit 900 taxis and other vehicles with digital advertising solutions for P2P Transport.
P2P Transport is a newly-ASX listed fleet management company with 2600 vehicles on the road. The company leases vehicles to taxi drivers, ride-sharing drivers and limousine operators and runs Black & White Cabs in Queensland and Western Australia.
The deal will see Telstra fit out the cars with high-definition digital screens purpose-built for taxis that can be adjusted in real-time and controlled by advertisers through Telstra's mobile and IoT network paired with a content management system. The example Telstra gave was the ability to push out specific ads at lunchtime targeting workers at midday when they are looking for something to eat.
Telstra will start by rolling out the screens to 300 vehicles and another 600 over the next three years.
“We’re thrilled to partner with Telstra to help advertisers make sure their messages are hitting home in the most timely and targeted way possible," P2P chief executive Tom Varga said.
"These specially-designed screens are the culmination of three years of research and development in Australia aimed at creating one of the world’s leading mobile digital solutions for taxis.”
This isn't Telstra's first foray into vehicles and IoT. Two months after switching on its national IoT network in September last year, Telstra acquired GPS and fleet management solutions provider MTData to help fast-track its enterprise connected vehicle solutions.
Telstra's first major deal with MTData came in February this year with the roll out of a telematics and management solution for Linfox's truck fleet.
“It’s getting more difficult for organisations to cut through the noise in the market today and P2P Transport’s solution is a fantastic example of forward-thinking that capitalises on technology to create a smarter, more targeted way of reaching potential customers," Telstra Enterprise chief customer officer John Ieraci said.
"We’re really excited to work with P2P Transport to support this next generation mobile advertising solution using our comprehensive IoT offering and business-grade mobile network.”