Ex-Austrian here, I wonder who the actual target audience is. I don't know a single person for who this would make their daily commute cheaper or more effective. Either they work in areas with bad connection (common for Industry areas there) so depend on their cars. Or they only use a single bus or train fair, which is still cheaper on its own.
At least in Salzburg people own cars because the existing public transport is not sufficient and unreliable. Not because public transport is expensive, it isn't when your job doesn't offer free parking somehow.
I live in Switzerland and had one of those cards here (Gea). The difference is that everything is perfectly connected and it's less unusual to work in a different city because of that.
My guess is the 'klimaticket' will be used mostly by business people and regular travelers who already used the train system either way. Essentially only losing money.
But who knows :)
