This paper explores the business potential of open government data in the domain of mobility. Open data is often touted as the go-to policy for government to pursue, but the actual returns of following such a strategy remain somewhat illusive and anecdotic. Based on a research project subsidised by the Flemish Department of Mobility and Public Works, this paper presents the results of a market consultation with diverse stakeholders. The goal is to better understand the attitudes, bottlenecks, expectations and requirements related to open data of market stakeholders, so that the government can devise strategies that support sustainable open data initiatives and its policy goals at the same time. The paper offers a framework towards analysing this. It concludes that structural and iterative dialogue is desirable, both from the perspective of the market and government, but that this perhaps obvious key component is often overlooked.