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Mobility as a service: benefits and barriers

What would need to happen for it to make better business sense for transport operators, investors, and MaaS companies themselves? What other benefits does MaaS bring in terms of mobility, carbon reduction, clean air, and economic and human capital? What are the main barriers to implementation from the point of view of city governments, transport companies, and MaaS-related start-ups? And what have cities which have implemented MaaS systems learned from the experience?