People in the United Kingdom are racing to save a beloved icon, in a mission that in some ways resembles efforts to save the giant panda in China, or the polar bear in the Arctic.
But this icon isn't threatened by habitat loss or climate change. The problem here comes from companies like Apple, Samsung and Nokia.
"Mobiles have taken over," laments Mark Johnson, the man in charge of pay phones for British Telecom.
People below a certain age may not even know what a pay phone is: Think great big cellphone that lives in a box on the street.