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The Problem

Known for its Southern comfort and hospitality – and home to the world's busiest airport – Atlanta is a bustling city and an economic and cultural heart of Georgia. As the 9th largest metropolitan area in the United States, its has vast transportation needs that are served by the local authority, the Metropolitan Area Rapid Transit Authority (MARTA). MARTA operates a network of bus systems, rapid light rail, and paratransit. Together with its regional partners, the Georgia Regional Transportation Authority (GRTA), Cobb and Gwinnett counties and the Atlanta Streetcar, MARTA serves nearly six million residents in the Greater Atlanta region.

As a major metropolis, Atlanta faced a number of transportation challenges. Fare evasion in the area was high; the existing fare system was outdated and heavily cash-based. Furthermore, each of the five transportation agencies operating in the area used a separate fare system, which was a problem for many transit customers who increasingly expected a more integrated and multimodal transportation service.

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