Often, larger building will have a DAS (distributed antenna system) installed to provide coverage throughout the whole building. These are small, low powered, wide band antennae forming an array inside, for example, large commercial buildings or highrises. Many malls also have these installed. I have worked on a handful of these installations.
As to why cell providers do it is by pressure from large corporate clients, who insisted coverage improve, or they would switch their entire company’s provider, to someone who would provide coverage, which would be millions in lost revenue a year.
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