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Final Detailed Program

The MaaS 2018 Mobility as a Service conference will be a single stream 1 day event, covering international and local MaaS discussions and emerging technology. The program has been developed from the Call for Abstracts and invited national and international keynote speakers. Themed ‘Digital Mobility, Smart Journeys’ the program will address one of the fastest growing sectors of the ITS industry, with MaaS a key contributor to smart transport and the liveability of our cities, suburbs and regional communities.

Program will cover:

  • Keynote Presentations from national and international thought leaders
  • Maas Report Update: Findings presented by ITS Australia
  • Open Panel Discussions, Q&A Opportunities
  • Next Generation Public Transport and MaaS
  • Scalable Opportunities for Smart Journeys
  • Accelerating Deployment Nationally
  • Integrated Solutions for Customers
  • Case Studies, nationally and globally
  • Challenges and Blockers, and How do we bring the community along?
  • Response from Government, Regulation and National Policy Framework
  • Tools and Solutions
  • . . . and more

Program at a Glance

Wednesday 2 May 2018WELCOME RECEPTION
6.30pm - 8.30pm
Venue: O Bar and Dining, Australia Square, 47th Floor, 264 George Street, Sydney
Sponsored by Cubic Transportation Systems
Thursday 3 May 2018SESSIONS
8.00am Registration, Arrival Coffee
9.00am - 5.00pm Sessions (Blaxland Ballroom) Swissotel Sydney

Program remains subject to change.

Wednesday 2 May 2018 | WELCOME RECEPTION

Time: 6.30pm - 8.30pm
Venue: O Bar and Dining, Australia Square, 47th Floor, 264 George Street, Sydney
Dress: Business Attire

Attendance is included with your registration, drinks and canapes served.

Welcome from the President ITS Australia

Dean Zabrieszach President ITS Australia and Chief Executive, HMI Technologies, Australia

The Intelligent Transport System industry is constantly evolving and Mobility as a Service (MaaS) has become one of the fastest growing sectors in the ITS industry. MaaS is a key contributor to smart transport and the liveability of our cities, suburbs and regional communities.

Dean Zabrieszach, President ITS Australia will welcome attendees to the inaugural Mobility as a Service conference hosted by ITS Australia! For one day only over 150 transport technology professionals will network, do business and access industry leaders and Keynote Speakers. The MaaS | Mobility as a Service 2018 Sydney conference will for the first time in Australia, bring together senior policy makers, decision makers, practitioners and senior intelligent transport executives to explore the technology and new concepts that are driving consumer mobility choices today.

Sponsor Note from Cubic Transportation Systems

Tom Walker Senior Vice President and Managing Director, APAC, Cubic Transportation Systems, Australia

Mobility as a Service: What does it mean for Australia and what do Australian’s think? (Update on the MaaS Report)

Susan Harris Chief Executive ITS Australia

What does Mobility as a Service mean for Australia and Australian’s. Susan Harris Chief Executive of ITS Australia presents findings from our national consumer research and report project partnering with multiple government agencies, industry leaders and the iMove CRC.

To maximise the benefits of Mobility as a Service for Australia, there needs to be a well-planned and collaborative approach. To that end we’ve developed and deployed a consumer survey to thousands of Australian’s nationwide. Supported by an exhaustive literature review and analysis of existing mobility services that fit the MaaS description, as well as interviews with leading transport professionals from the public and private sector. That research and survey responses were analysed to glean insights into how Australia can prepare a pathway forward for these mobility services in Australia. Looking at a holistic approach that ensures our most important stakeholders, end-users or customers, are included in preparing for this exciting once-in-a-generation opportunity.

Thursday 3 May 2018

8.00am: Registration and Arrival Coffee
Venue: Blaxland Ballroom, Swissotel Sydney

Collect your name badge and enjoy barista coffee whilst you renew connections ahead of the conference.

Opening Keynote Session

Thursday 3 May 2018 | 9.00am - 9.45am
Moderator: Chris Bennetts Executive Director, Digital Products and Services – Customer Services, Transport for New South Wales

Opening Remarks from the Conference Co-Chairs

Chris Bennetts Executive Director, Digital Products and Services – Customer Services, Transport for New South Wales

Industry Keynote Presentation

Graeme Scott Director, IBI Group and Chair Mobility as a Service Scotland

Planning for growth in Australia's Future Cities

Philip Davies Chief Executive, Infrastructure Australia

Philip Davies’ presentation will provide the context around the development of MaaS in Australia’s cities.

Infrastructure Australia Chief Executive Philip Davies’ presentation will provide the context around the development of MaaS in Australia’s cities. This will include an overview of Infrastructure Australia’s recent report Future Cities: Planning for our growing population, which models three 30-year growth scenarios for Sydney and Melbourne. His presentation will highlight the importance of increasing capacity on our public transport networks and making better use of existing infrastructure, and consider how MaaS can complement and benefit from these investments. He will also explain why it’s essential that regulation is outcomes-based with the primary goal of having well-functioning cities that are attractive places to live and work.

Session 1: Next Generation Public Transport and MaaS

Thursday 3 May 2018 | 9.45am - 10.30am
Moderator: Natalie Pelham Executive Director, Innovation Research and Reform, Freight, Strategy and Planning, Transport for New South Wales, Australia

Mobility as a Service in Australia: The State of Play

Hany Eldaly Managing Director, Mobility as a Service Australia

Claus von Hessberg Chief Executive, Chairman and Founder, Skedgo Australia

Where are we at in Australia with the preconditions for a MaaS society. What are the blockers? Who are the players?

MaaS is a concept that puts travellers at the core of transport services. Although the rest of the world is determining the value proposition of MaaS and assessing the markets readiness, MaaS has made its greatest advances and has its most momentum in Europe. There is a lot of excitement in Australia around MaaS, but it is a slow-moving area. A realistic assessment of MaaS readiness in Australia highlights many challenges, such as awareness of MaaS value proposition by public and private organisations that it’s in their interests to support MaaS, but there is also cause for optimism. Awareness of MaaS in Australia has grown strongly over the past 18 months. Industry and government have reached the point where there is now a genuine discussion on MaaS. MaaS Australia and Skedgo have been proud contributors to progress on MaaS in our region. In this paper, we will explore these factors as well as insights from our MaaS Readiness Index assessment tool in determining where are we at in Australia with the preconditions for a MaaS society? What are the blockers? Who are the players?

MaaS Appeal: Proving the Business Case

Andrew Pickford Director, Infrastructure and Transport Advisory Services, MVA Hong Kong Limited

Ruben Welschen Director SYSTRA Australia

Establishing a sustainable business case from MaaS is paramount; we present the challenges and likely evolution, informed by a pilot and international surveys.

MaaS provides new opportunities to simplify travel planning and the provision of transportation services. There will be as many different implementations of MaaS as there are clusters of transportation service providers that compete or co-operate to deliver high quality door-to-door travel needs. Delivering MaaS requires service integration and orchestrating a group of efficiently-operated service providers that are commercially viable and meet user expectations on Level of Service. If the enablers of co-operation are assured – such as through standardising data exchange, interoperable ticketing, de (or re-) regulation and government leadership to encourage new organisational models – then this is where we will find the business case for MaaS, the subject of the presentation. We will introduce the MaaS Organisation Reference Model, a general Utility Model to highlight the importance or pre-trip planning and satisfy user expectations for each mode / mode transition; feedback from the NAVIGOGO MaaS platform developed for young people in Scotland as a portfolio of travel options for day-to-day travel needs; the potential distribution of benefits of MaaS and the challenges of scalability. Finally, we will present results of the first user survey of perceived benefits of MaaS from Hong Kong, mainland China, UK and Australia.


10.30am - 11.00am | Enjoy quality barista coffee and sumptuous pastries whilst you network with attendees and review collateral from the Sponsor Display Table.

Session 2: Scalable Opportunities for Smart Journeys

Thursday 3 May 2018 | 11.00am - 12.30pm
Moderator: Joost Bekker Business Development Director, PTV Group, Australia

Smaller Cities and MaaS - An ACT Perspective

Duncan Edghill Deputy Director-General, Transport Canberra, Australian Capital Territory Government

Smaller cities present unique opportunities when it comes to mobility as a service. Canberra is a case in point.

Smaller cities present unique opportunities when it comes to mobility as a service. MaaS service providers will find fruitful ground in Australia’s smaller cities. Canberra offers a case in point. First in Australia to authorise Uber and first in Australia to provide a combined public transport and private on demand service, Canberra is representative what smaller cities can do in this space. With simpler networks, smaller bureaucracies, fewer legacy ticketing system challenges and bold outlooks, cities like Canberra can move quickly to adopt new MaaS technologies. Lower population density in smaller cities and regional centres can make MaaS very attractive to public authorities compared to traditional mass transit solutions. Canberra and other similar cities can serve as the ideal test bed for proving MaaS concepts in an Australian setting.

On-Demand Transport: Lessons learned from Keolis Downer and Via experience in NSW

Sue Wiblin New Mobilities Manager, Keolis Downer

David Adelman Vice President of Business Development, Via

On-demand transport can be designed and implemented in different ways, with implications for operators and riders alike. Keolis Downer and Via will provide their insight on recently launched on-demand services in Newcastle and Sydney, and how this is transforming the way people travel.

Keolis Downer and Via have extensive experience designing and operating on-demand transport services around the world. They will focus on sharing their experience operating services in New South Wales, including the Newcastle on-demand service that is part of the integrated public transport network and trials in Sydney. These trials all have different operating models, ranging from dynamic on-demand services to shared rides feeding into a mass transit transport solution. Through these different models, delivered in partnership with the New South Wales Government, the aim is to provide more direct, personalised journeys and an enhanced customer experience. The additional flexibility and convenience offered by on demand transport services complement existing public transport options, helping to reduce personal car usage, pollution and congestion. The on-demand pilots will provide valuable insights for the future development of timetableless services in NSW and beyond throughout Australia. These services are using Via’s revolutionary technology, already powering transport solutions across the Unites States, Europe and New Zealand totaling 25 million shared rides to date. Keolis Downer successfully operates on-demand transport services in South Australia, France, Netherlands, and United States totaling 2.9 million on-demand trips every year. In this session, Keolis Downer and Via will reveal lessons learned from the deployments in Australia and abroad, highlighting a few surprising findings that are driving future development of new mobility services around the world.

Demand Responsive Transport: A step towards MaaS

Vincent Doran Executive Director, Service Planning and Infrastructure, Queensland Department of Transport and Main Roads, TransLink Division

Alec Tattersall Director Transport Planning Projects, PSA Consulting (Australia)

This presentation will present findings and lessons learnt to date from recent implementation of a new form of more flexible public transport, Demand Responsive Transport.

In September 2017, following a competitive multi-stage procurement process, the Department of Transport & Main Roads (TMR)) commenced a twelve month trial of Demand Responsive Transport (DRT) services in selected suburbs in Logan, south of Brisbane. DRT provides a pre-booked, shared public transport service which are flexible depending on customer need. Through the use of scheduling and customer booking platform technology provided by Routematch, operator Yellow Cabs despatches vehicles of varying sizes on routes that differ depending on the number and destinations of passengers. The trials have a local operational focus which complement the existing public transport network. In this way, the DRT trials seek to reduce social isolation, increase accessibility and public transport patronage and reduce the need for investment in park and ride infrastructure by providing a more sustainable last mile solution. In a strategic context, TMR is using the DRT trials in Logan as a proof of concept to understand the Department’s role in the provision of flexible public transport solutions across Queensland. This paper will present lessons learnt from the project to date across procurement, policy, planning and service provision. It will also present up-to-date performance data for the DRT service and explain how this data is being used to inform planning and assessment frameworks for the potential rollout of DRT.

Shared Information and Services for On-demand Mobility Market: State of Victoria

Hossein Parsa Manager Spatial Services, VicRoads

To identify the information and services of the mobility market in Victoria, readiness of the services for the market and the players within this market.

Within the On-demand Mobility value chain, there are multiple functions including data and information collection and processing, creation of value added information services like routing and multi-modal journey planning, aggregated and personalised mobility service provision and on-demand mobility market place. Combination of these functions enables a Mobility Market. Within each function there might be one or multiple public or private entity players. The common thread across all these functions is the notion of shared information and services. Share information and services allows the on-demand mobility market to chain modular services and create a seamless and personalised mobility experience. The paper aims to identify the information and services of the mobility market in the State of Victoria, the readiness of services for the mobility market and the public and private players within this market.

From Mobility Services Payment Systems to MaaS: Towards common guidelines in Italy

Olga Landolfi Secretary General, TTS Italia

Sharing in the experience from Italy – hear from the experience on the development of a National Strategy for MaaS in Italy.

As urbanisation continues, more and more people need a way to get from one place to another and this imposes a challenge to cities especially in the planning, management and control of transport system, through ITS and innovative payment systems (smart cards, smartphones, credit cards) for paying mobility services in an efficient and safe manner. The payment of mobility services, such as public transport, parking, taxi, sharing mobility, road charging, etc., involves several stakeholders of transport sector (final users, authorities, public transport operators, parking operators, mobility / technology / banking service providers) with several needs and goals to be considered in the National ITS Strategy. In order to promote integrated and interoperable payment systems, the Italian Ministry of Infrastructures and Transport adopted a Decree in 2016 to provide technical rules for the adoption of interoperable electronic ticketing systems within the national territory. Starting from this Decree, TTS Italia elaborated a position paper to highlight barriers that limit the development of the market for innovative payment systems for mobility services, opportunities and recommendations to favour the MaaS concept in Italy. This puts the users at the core of transport services, offering them tailor made mobility solutions based on their individual needs.

Q&A Open Discussion

Opportunity for attendees to ask questions to the speaker panel, have your say and voice your opinion.


12.30pm - 1.30pm | Sit down lunch at the Swissotel JP Restaurant, enjoy a premium selection of hot and cold foods, variety of fresh salads, seasonal fruit, choice of dessert, cold drinks and tea and coffee - all included with registration.

Session 3a: Accelerating Deployment Nationally

Thursday 3 May 2018 | 1.30pm - 2.40pm
Moderator: Claire Imray Manager Transport Innovation, Investment and Business, Transport for Victoria, Australia

Changing Public Transport: Reflecting on the Transdev Link experience in Sydney

René Lalande Chief Executive, Transdev Australasia

René Lalande will reflect on his company’s experience delivering On Demand Transport in Sydney, and how new services will impact networks, governments and customers.

Transdev Australasia’s CEO René Lalande will reflect on the company’s experience delivering On Demand Transport trials. Focusing in particular on Transdev Link in Sydney’s Sutherland Shire, René will share his views on how rapidly evolving technology and new transport services will impact networks, governments and customers. Transdev Link was launched in late 2017 to deliver a new ‘point-to-point’ On Demand ride-share service. It is one of two trials the leading international public transport operator is delivering in partnership with New South Wales Government. The innovative service offers customers a flexible and personalised form of public transport, with greater convenience, service and connectivity. Customers book a trip using a custom built app, online or over the phone. There’s no timetable – it’s transport where you want it, when you want it. Internationally, Transdev operates successful On Demand Transport services in France, The Netherlands, United States, United Kingdom, Sweden and Portugal. The local trials are using its established smart routing software and technology to optimise travel times and routes. Transdev sees the future of transport as P.A.C.E – personalised, autonomous, connected and electric – it expects on demand transport services to develop and integrate with existing transport networks offering governments and customers alike multiple benefits.

NSW Regulation of Point to Point Transport: Addressing the advent of ridesharing

Barbara Wise NSW Point to Point Transport Commissioner, Independent Commissioner, Australia

Recent changes to NSW regulation of taxis, hire cars and ride sharing promote industry accountability for safety and consumer protection while giving service providers flexibility to improve the service offering to customers including through developing new models of service and utilising emerging technology.

Like most Australian jurisdictions, NSW regulation of taxis and hire cars did not anticipate the operation of ridesharing. Nevertheless it proved the catalyst for a wholesale review of regulatory arrangements for the sector, including consideration of the essential structure and risk profile of the industry and significantly, changing customer expectations. The challenge was to identify the appropriate focus and approach to regulation while also providing for future changes in technology and models of service. NSW regulation of point to point transport now addresses both these requirements. These laws came into effect on 1 November 2017, with a new independent regulator, the Point to Point Transport Commissioner. The laws are now much simplified. Safety and consumer protection are the focus of regulation. Previous regulatory requirements on service quality have been dropped. There are now only two categories of regulated service – booked services and taxi services (rank and hail) which, due to their different risk profiles, are regulated differently. This approach makes service providers accountable for the safety of their services. It provides them with flexibility to introduce and develop services that respond to customer demand including through utilising emerging technology.

Accelerating Mobility as a Service for NSW

Stephanie Salter Associate Director, Future Transport Digital Accelerator, Transport for New South Wales, Australia

Accelerating the delivery of Mobility as a Service within NSW through customer led design, collaboration and innovative delivery methods.

Across the globe, organisations scramble to be the first to market with a Mobility as a Service (MaaS) solution that offers commercial benefits whilst delivering customer outcomes. Transport for NSW recognised the need to rapidly respond to the changing customer demands for our services with the launch of the Future Transport Technology Roadmap in 2016 and the establishment of the Transport Digital Accelerator. The Accelerator co-design team will partner with industry, academia, the start-up community and customers in a first of its kind program to use customer centred design, and innovative solution development to identify the best MaaS approach for the citizens of NSW and the Transport agency within 3 months. The key differentiator is that as a public transport agency, we focus on ensuring efficient use of the entire mobility network through the capture and use of appropriate data, ensuring that all customers are served inclusively – delivering a seamless, digital personalised experience. Transport for NSW will continue to drive the innovation and reform agenda through a focus on Minimum Viable Bureaucracy, this includes moving away from traditional procurement to more collaborative, outcomes focused co-design through the accelerator program. Transport for NSW is looking to present the customer findings and prototypes from the program at ITS.

Q&A Open Discussion

Opportunity for attendees to ask questions to the speaker panel, have your say and voice your opinion.

Session 3b: Panel Discussion: Making it work

Thursday 3 May 2018 | 2.40pm - 3.00pm
Moderator: Stacey Ryan Policy Manager, ITS Australia

Open Panel Discussion with national and international leaders across MaaS
  • Stacey Ryan Policy Manager, ITS Australia [MODERATOR]

  • Olga Landolfi Secretary General, TTS Italia, Italy

  • Graeme Scott Chair Mobility as a Service Scotland and Director IBI Group, Scotland

  • Hany Eldaly Managing Director, Mobility as a Service Australia

  • Michael Apps Executive Director, Bus Industry Confederation, Australia

  • Alison Stewart Project Director, Automated and Zero Emission Vehicle Infrastructure Advice, Infrastructure Victoria


3.00pm - 3.30pm | Enjoy quality barista coffee and a delicious selection of savouries whilst you network with attendees and review collateral from the Sponsor Display Table.

Session 4: Integrated Solutions for Customers

Thursday 3 May 2018 | 3.30pm - 4.55pm
Moderator: Claire Thompson Manager Transport Futures and Innovation, Transport Strategy and Reform, Department of Transport Western Australia

Enabling Mobility as a Service Solutions

Michael Kieslinger Chief Executive, Fluidtime Data Services GmbH, Austria

By integrating, editing and linking data of all stakeholders within the MaaS-ecosystem, FluidHub is essential to combine a traveler’s mobility demand with various mobility services.

When it comes to MaaS it can be distinguished between Transport Service Provider (TSP), Platform Service Operator (PSO) and Mobility Service Provider (MSP) – each role with its corresponding interests and demand from other roles. Following this role model and its beneficiaries, the fundament for a viable business model of a local mobility marketplace is developed locally, focusing on sharing costs between all beneficiaries. Fluidtime developed the service solution FluidHub, that is essential for future MaaS-projects to combine a traveler’s individual mobility demand with various mobility services of one city. FluidHub supports specifically PSO in its role of providing an aggregated local mobility marketplace that is capable to fulfill the expectations of the MSPs (centralized access for all kinds of mobility, simplified contracting) and TSPs (increased market visibility). It furthermore enables an efficient and transparent management of TSPs and MSPs, which also includes a usage-based accounting unit. FluidHub has proven its ability already with e.g. UbiGo in Stockholm (, an intermodal mobility solution that combines public transport, car-sharing, taxi and rental services, as well as the shared-last-mile-service of the Helsinki Business Hub in the city of Helsinki, that makes city-subsidized special needs transportation open to the public, when capacity is low.

Stuttgart Shared Mobility: A Case Study

David Ng Director, PTV Asia Pacific, Australia

A case study in identifying the opportunity and measuring the wide range of outcomes of shared mobility and MaaS using Stuttgart city as a backdrop.

The advent of Mobility as a Service (MaaS), and in particular shared mobility, will have a profound effect on society, the way we travel and the way city infrastructure is managed. There is a real danger that decision making could become caught up in the uncertainty. The big question for stakeholders is “How can you plan for an uncertain future?” PTV Group combine the expertise and experience in GIS, transportation planning and tour optimisation to develop a model based approach to assess the impact of MaaS on infrastructure, environment, journey quality, conventional public transport operation and so on. Using the city of Stuttgart for this study we analysed the impact and opportunities of shared mobility on the City, considering beneficial MaaS operator requirements measured against high quality customer Levels of Service. The study illuminates the inter-connections between the City aspirations, the operator and technology and has become an innovative blueprint in how we can evidentially model the uncertainty of the future.

Demand Prediction and Behavioural Modelling of On-Demand Public Transport

Le Minh Kieu Senior Research Scientist, Data61 | CSIRO, Australia

This study proposes an innovative data-driven model to predict the spatio-temporal demand for On-Demand services and the choice probability of such a service by individuals.

On-Demand public transport, or moblity-as-a-service, is a disrupting service model to public transport. It responds to real-time patronage demand from travellers, and combines the properties of two modes: public buses and private vehicles. The characteristics of such a service pose challenges to organise its operations: firstly for the understanding of particular demand generation and distribution; secondly for the modelling of the choice of On-Demand service at different times of a day. The solutions to the challenges are of significant value to optimally organise the operations of the services. The operator would know when and where to mobilise their resources, how to strategically allocate driver and vehicles, and how to encourage modal shift of travellers to the On-Demand services. Conventional modelling techniques in demand generation, distribution and modal choice are inadequate to address the dynamics required by the On-Demand services. This study proposes an innovative data-driven model to predict the spatio-temporal demand for On-Demand services and the choice probability of such a service by individuals. The proposed model is developed on a K-fold cross-validated ridge regression model under a logistic regression setting. The proposed model is evaluated against data from service trials.

A Utility-Based Model for the Evaluation of “Mobility as a Service” Applications

Andy Taylor Director of Strategy, Cubic Transportation Systems, United States

A study of how MaaS benefits can be measured against traditional route planning to deliver benefits to the end user.

At its core, MaaS combines transportation services from public and private providers through a unified gateway that handles individual door-to-door trips, managing all stages of their creation and implementation (planning, payment, real-time monitoring, etc.). By providing tailored solutions to individual users according to their needs and those of the system as a whole, MaaS enables not only more efficient usage of infrastructure, but also a better customer experience. We review a developed utility model to analyze a set of sub-optimal trips to compare the utility of generally accepted trip routes to the utility of a MaaS-suggested trip. The utility of a trip is calculated based on a set of factors that an individual user considers when selecting a trip route.The study shows that a MaaS application can add significant utility on top of a traditional journey planner by optimizing a trip based on user-response preferences for transit factors such as convenience, carbon emissions, and reliability, and integrating local, third party private transportation providers.

MaaS Solutions to Enhance the Customer Experience

Nathalie Sassen Head of Customer Experience and Network Design, Keolis Downer, Australia

Integrated apps is key to providing an enhanced mobility experience. By combining the ability to plan the journey, book the ticket and validate it across all modes in one single app, Keolis provides a MaaS solution that is customer-centric and encourages the use of shared mobility solutions.

Keolis launched “helloGo” in the Netherlands, a complete digital solution that allows passengers to plan, book and purchase their ticket using a single app for all modes of transport including train, bus, taxi, bicycle and car rental. The app was developed with the support of Keolis Nederland, 9292, Dutch Railway (NS), Gogido, LeisureKing, MyWheels and By merging these services, the aim is to provide a better mobility experience to local communities in Utrecht province that counts 1.2 million inhabitants. This new app combines different transport modes to offer passengers the best possible choice of routes in terms of speed, eco-friendliness and cost. Passengers can therefore refine their search according to whether they use public transport, private car or choose to use the least polluting of the transport modes. The objective is to offer an optimised mobility experience where the time spent travelling becomes pleasant and useful. The app will eventually be deployed in the whole of the Netherlands and then across other European countries where Keolis is present.

Conference Close

Thursday 3 May 2018 | 4.55pm

Closing Remarks with an Update on Opportunities across ITS Australia Activities

Susan Harris Chief Executive ITS Australia

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