This year, Denmark will replace all its public transport ticketing systems with a new fully pay-as-you-go digital app.

Customers will get a transformationally better service; operators get a cost saving. What’s not to like?

This is all being delivered by the “Rejsekort & Rejseplan”, a dedicated organisation devoted to transport ticketing and information.

It is run by Tina Christensen, who tells me all about the culture change necessary to deliver this digital transformation.

It’s an inspirational story for any country further behind on digital ticketing (which is almost all of them).