While I´ve been living in Amsterdam there have been a number of ‘White Bike‘ public rental schemes for bicycles, but they have all fallen afoul of the common thief. Meanwhile private bicycle rental firms have flourished, mainly becuse they take a deposit and ID.
Well, it looks like the French city of Lyon has a successful scheme now, using technology to track the bikes and making theft a much harder option. Quite an interesting idea really, I wonder how long before Amsterdam tries again..