4G connected street furniture can transform city life

Bus shelter offers real time information, interactive services, personalised advertising and better connectivity.

The world’s largest outdoor advertising company, JCDecaux, has created a connected bus shelter for MWC that shows both consumers and network operators how city life can be transformed by digitised services and denser mobile networks.

The shelter demonstrates how a transport gathering point can become a hub of communication, combining education, information and entertainment. Visitors to GSMA Innovation City will see three display screens which feature adverts, useful travel information and interactive systems that enable you to do everything from way finding and gaming to staying informed in real time while waiting for the bus.

The shelter is also home to small cells and comes fitted with a range of sensors that will demonstrate how the Internet of Things (IoT) could improve the experience of travellers and support smart city services. JCDecaux business development director Marc Merlini explains, “With the sensors we can monitor all kinds of things, such as air quality, temperature and the levels of traffic, both of humans and cars”. By monitoring conditions the Internet of Things will be able to manage them and create a better environment for travellers.

The latest targeted advertising techniques will be shown on an 84 inch screen. The intelligent bus shelter will select what it thinks are the most suitable videos and still images for each person in attendance. Visitors will discover that these judgments are based on knowledge gleaned from anonymised data provided by mobile operators. The demo will show how intelligent networks can be used as advertising channels, with the demographics of handset users being identified and used to select targeted ad displays.

See the connected bus shelter for yourself at GSMA Innovation city in Hall 4.