This story has been making its way through the procurements approval process this week, and with an MTA Board vote in favor of the deal, Transit announced today that its ‘On The Go’ informational kiosk pilot program will soon spread throughout the subway system. In conjunction with two vendors — CBS Outdoor and Control Group Inc. — as part of the pilot’s second phase, Transit will install at least 77 more kiosks over the next few years. Best of all is the cost. The MTA will pay out no money for this arrangement but has the opportunity to draw in some dollars.
The “On The Go” kiosk program launched in September 2011 at five stations in Manhattan, Queens and Brooklyn. These touchscreen devices over travelers information about trips and trip-planning, real-time subway status, escalator and elevator and neighborhood maps. Third-party developers have loaded on apps with related information, and the devices provide news and weather as well.
“Taken together, this is an unprecedented amount of information made available to subway and commuter rail customers. These state-of-the-art customer communications kiosks provide instant information that makes using the transit system more efficient,” MTA Interim Executive Director Thomas F. Prendergast said today in a statement. “The positive feedback we have received via our website or Twitter account has confirmed that our customers have embraced this new technology improving their riding experience.”
To expand the current pilot, the MTA is licensing with CBS Outdoor and Control Group Inc. The two licensees will purchase the kiosks and deliver them to Transit for installation. The MTA estimates that the kiosks will cost around $15,000 each, but as part of this public-private partnership, the licensees will pay these costs. The two companies will then retain 90 percent of the gross advertising receipts until the capital investment in the kiosks is recouped. Once costs are recovered, Transit’s percentage of the receipts will increase from 10 percent to 65 percent. It is unclear how long it will take for advertising to cover the costs of the kiosks, but this program expansion comes at no real cost to the MTA.
With this expansion, CBS and Control Group Inc. will have more freedom to design the touch-screen interfaces and to customize the applications available in the devices. Transit plans to evaluate customer perceptions and the technology while plotting out potential future expansion efforts. For now, the 77 kiosks will be installed in at least 16 new stations, but the order has an option for 43 additional kiosks should the MTA approve.