JCDecaux to roll out city bike hire scheme to capitals

The bicycle hire scheme also intends to offset criticism that billboards create "visual pollution" by offering a greener alternative to traditional advertising methods.

The Lyon trial proved to be a success, with cyclists being asked to register with a credit card to ride the bicycles for free for a limited period, before incurring a small charge afterwards.

Each bicycle is fitted with wireless GSM or GPRS technology allowing each one to be tracked 24 hours a day, with the estimated cost of maintaining each bicycle expected to be around €3,000 a year (£2,060).

Jean-Francois Decaux, co-chief executive of JCDecaux, said: "There is a trade-off between the environmental improvement we can help to bring in exchange for being able to sell advertising, and citizens understand this."

The Times of India has reported that New Delhi could be set for a "European-style makeover" if the government's plans for the bicycle hire scheme go ahead, with JCDecaux reportedly offering bus stops in return for ad rights on street furniture.

In April, JCDecaux confirmed that it had extended its street furniture contract across five urban regions in the south of France for a period of 15 years, which include Clermont-Ferrand, Chamalieres, Cournon D'Auvergne, Royat and Riom.

The group already has existing contracts to install automated toilets, bus shelters and internet kiosks across other major European cities.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.