"Why buy when you can rent?" a premise that's been many a guy's guiding principle, has been applied by Zipcar to transportation, causing "Fortune" to dub it, "the best new idea in business."
A Zipcar member goes into a parking lot, pulls out an IPhone, taps a button on the screen and poof, a little car starts honking to say, "I'm over here, take me!" It costs $11.25 an hour, there's no commitment, and you can return it without any concerns about where it will spend the night or who's going to take care of its needs tomorrow. You don't have to insure it, giving it all the appeal of a mistress who won't write a tell-all book.
The company was founded in 2000 by two women, Robin Chase and Antie Danielson, using the internet and wireless technology to keep track of their fleet of fuel-efficient cars. These women, so savvy about the concept of sharing, may want to invite women who suspect their men may be zipping around, to use their data base system and find out where they are at any given time.