Could A Small Cell Network Kill The Metrocard And Save The MTA?

 

Recently the MTA installed a bunch of touchscreen info-kiosks, which is great. For tourists.

For the people who live in New York, and depend on the MTA to get them everywhere they need to be (and who pay for the privilege), the kiosks are little more than animated billboards.

eyesubway

If, in addition to the kiosks, the MTA were to install a network of small cell nodes and create a dedicated app for LTE enabled phones, the organization would be able to offer (and take advantage of) a number of benefits. Stuff like real-time schedule updates, train traffic and station closures. Plus other useful MTA announcements about how our grandchildren will love the 2nd Ave line, and that (though you haven’t seen them) tons of left-field stations are now outfitted with LED time-to-wait signs.

platform

Unlike Wi-Fi, which becomes less effective with more people using it, LTE actually works better because it creates a sort of mesh network. Each station could be equipped with a main router that would transmit data to the trains as they pass, and that data would be accessed by the passengers as they ride. With a dedicated app, the MTA could offer curated news and entertainment content through media partnerships as well as location-based ads and notifications through business partnerships. This could be a potentially huge stream of revenue for the MTA as the pricing could range from city-wide to hyper-local and could be targeted to an individual level (opt-in).

While, unfortunately, a direct line of communication to its ridership is probably not high on the MTA’s list of awesome things, it would let riders and employees report unsafe or concerning conditions quickly. Improving response times for emergency responders or maintenance and repair. If it was a welcome addition they might even consider adding a peer to peer feature in which friends could communicate directly over the LTE spectrum while riding the train. To what advantage? Who knows. There do seem to be a number of Missed Connections about that looker on the train.

person

The number one benefit this would provide to the MTA would be data. Data data data. So much data. Data about who rides the trains and where they go every day. If those business and media partnerships were in place, there would be data about content preferences and what local deals they were receptive to.

Eventually, the MTA could make use of this app as a method of swipeless entry to replace metrocards (which for a number of reasons are not cost effective). It seems to be on the horizon (still) anyway. So, for riders, this would be fantastic for all the reasons we’d expect. Quicker, more efficient, more convenient, etc. For the MTA this would be incredible. It would allow the organization to combine rider data with credit profiles. Mining that data could predict up and coming neighborhoods years before they blow up. Even as I write this I realize, by all cool standards, that this is pretty evil. But it’s also a real possibility and a lucrative opportunity. By all logic I would expect that some form of this is a certainty.

stairs

The biggest hurdles to get this sort of system implemented are probably political. Small cell networks are going to be implemented all over to help mitigate data traffic anyhow. If there were interest in this sort of thing, a number of technology companies would probably shell out at least some of the initial investment needed to install it. Why? Because, as a fairly neat series of tubes beneath a mess of chaotic humanity and commerce, the NYC subway is essentially a physical version of Google search.

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