Australia's P2P Transport Taps Telstra to Enable Digital Transformation

900 cars across Australia set to feature dynamic location and time-based digital advertising

Telstra has secured a $17 million partnership with P2P Transport, becoming the newly-ASX listed fleet operator’s single strategic partner for an advanced, mobile, digital advertising solution.

With Telstra’s superior mobile network and combination of IoT and digital media expertise, the partnership will enable real-time and relevant advertising to be displayed on 900 P2P vehicles as they move throughout Australia.

P2P Transport is one of Australia’s largest passenger fleet operators, with a total of 2,600 vehicles driven across the nation, including Black & White Cabs in Queensland and Western Australia. The company, which leases vehicles to individual taxi drivers, ride-sharing drivers and limousine operators, is growing rapidly and went public on the ASX in December 2017.

Tom Varga, CEO of P2P Transport said: “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. 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.”

By combining Telstra’s mobile and IoT networks with an industry-standard content management system, advertisers can control their own content to deliver specific messaging for particular times and locations. For example, pushing out lunchtime-specific messages when workers are on the hunt for something to eat.

The solution will use high definition, Australian-developed and manufactured digital screens that are purpose built for the taxi industry to maximise advertisers’ exposure. Among the special design features of the GPS-enabled screens are protective glass that ensures a clear image from nearly every possible angle, plus heat and glare resistance. Positioned on the roof of the vehicle, a custom shroud is designed to draw attention to the screen while complementing the profile of the car. Integrated power management and cooling allows for the screen to operate with no impact on the vehicle’s battery.

John Ieraci, Chief Customer Officer Australia, Telstra Enterprise, said: “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. 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.”

The partnership will see 300 screens rolled out on taxis initially, followed by a further 600 screens over the next three years.