Earlier quoted context omitted.
In my city (Milan, Italy) bike-sharing is an extremely common solution. I feel like the business model is the main problem. Low margins high-costs (you frequently need to replace thousands of bikes) and basically no moat. Every few years a new startup can enter the marketing with a better bike. The incumbents have to improve their or risk losing the entire market in a matter of weeks.
Can you help us understand why bike-sharing is popular in Milan? For example, why wouldn't someone just buy a bike?
If you buy a bike you lose some flexibility. With bike sharing I can take the bus to work, take a bike to my meeting and then decide whether to take the bus or bike home depending on the weather and my plans. I can also do things like take the bus into town and then take the bike from the bus stop to the place I'm going, or bike into town and take the bus home with all my shopping.