Cellphone coverage has been brought to Blackhead Beach, the second Central Hawke's Bay settlement to gain the service this month.
Taylor Broadband has been making the cellphone connections using its own wireless network and Vodafone micro cell units.
Taylor chief executive Ray Taylor said it was part of the company's wider project to supply high-speed wireless broadband to rural areas and giving back to the communities that support it.
"There are many popular holiday spots dotted along the Hawke's Bay coastline that suffer from a lack of infrastructure," he said.
"As we extend the coverage of our wireless network it makes sense for us to install hotspots so that people can get mobile coverage.
"We've been very fortunate that Vodafone have come to the party as well. Having cellphone coverage at Blackhead means that if someone has an issue ranging from an emergency to forgetting their togs, there is an option for quickly contacting the outside world."
The micro cell Sure Signal device projects a mobile hotspot that Vodafone users are able to access within a radius of about 400m from the antennae, giving Vodafone mobile users good coverage on the southern end of Blackhead Beach.
He said Spark customers were able to make 111 calls from the mobile hot spot with compatible Spark cellphones, will automatically connect when in range.
Earlier this month Taylor Broadband brought similar cellphone coverage to Kairakau Beach, also using Taylor infrastructure.
The move came after the public payphone, owned by a community group, stopped working at the end of last year and a replacement could not be sourced.
The community turned to Taylor Broadband, which supplies its internet service.
Taylor Broadband specialises in broadband for isolated communities.
Mr Taylor started the company after a friend of his complained about the lack of internet connectivity in the shadow of Mt Kahuranaki. Mr Taylor gained permission to use the summit for a signal relay from the old Napier Hospital.
His friend's neighbour rang Mr Taylor asking for a similar service and, seven years later, the favour has turned into a company with 50 transmission sites and five employees, specialising in rural broadband.