Searching for a Zipcar with the company's new iPhone app.
(Credit: Zipcar)SAN FRANCISCO--It's like the ultimate yuppie geek convergence: there's finally an iPhone app for car-sharing company Zipcar. To put it in the most stereotypical of terms, you now no longer need a computer to book that Prius for your weekend Whole Foods run.
Apple gave a green light to the free download earlier this week, so Zipcar members can now use the app to find and book available cars using GPS-enabled maps, access account and car database information, contact the company's headquarters, and use a "virtual key fob" to lock and unlock their reserved cars. It's the first-ever mobile endeavor for Zipcar besides text-message alerts, something that may be surprising considering the company's outside-the-box, next-gen image.
"This is an entirely new channel of communication with members," Zipcar Chief Technology Officer Luke Schneider told CNET News in a meeting at the company's San Francisco office, adding that over a quarter of the company's 325,000 members (which it calls "Zipsters") own iPhones. Applications for more mobile platforms are tentatively on the way, he added, as another quarter of Zipcar members own non-iPhone smartphones. But he said the company hasn't decided which to develop next.
Zipcar, founded a decade ago in Cambridge, Mass., is designed as an alternative to car ownership and rental. You pay by the hour, gas and insurance are included, and cars are scattered in parking spaces across cities and university towns (the places where living without a car is most feasible) so that once you've booked a vehicle, you can show up and unlock it with your membership card. Schneider came on board when the company merged with a rival, Flexcar, about two years ago.
With its iPhone app, Schneider said, Zipcar hopes to achieve a twofold goal: first, making the membership experience easier by allowing for mobile reservations and database information; and two, attracting new customers by letting them toy with the app even if they aren't already members. Load up the "virtual key fob" without logging in or having a reservation, and a pop-up message will appear saying, in quirky Zipster fashion, "You do not have a current reservation, but you can make fun sounds anyway." In other words, you can push the horn-honking button until your friends want to wring your neck. It's about "the experience" of the Zipcar brand, Schneider explained.
For the company's management, the mobile app can also fine-tune some of the data that Schneider says they're "constantly obsessed" with: which car models are in demand at which times of the day and year, which locations seem over- or under-served, and so forth. It doesn't collect any sensitive personal data, he assured me.
I had a chance to test drive the new iPhone app on Wednesday, when I picked up a Zipcar to drive to Mountain View for the TechStars Investor Day event. The app is extremely well-designed, and making a reservation is a no-brainer. It's overall terrific branding for Zipcar: newcomers will certainly get the idea that this is a company that's tech-savvy, rooted in convenience, and has a sense of humor.
And Zipcar needs to keep up that image, now that the car-sharing trend is catching on with rivals from both the nonprofit space (like the Bay Area's City Car Share) and the mainstays of the rental car industry.
The Zipcar iPhone app's 'virtual key fob' is cute, but more gimmicky than convenient.
(Credit: Zipcar)"Zipcar established a category that didn't exist yet," Schneider said of competition in the market. "It validates the space when bigger competitors come in."
My gripe with the app, unfortunately, is with the nifty part that everybody's talking about. The unlock-by-iPhone feature is more of a fun toy than a utility; it simply isn't as convenient as it should be. First, you've got to load up the app and let it log you in--which takes a few seconds, enough time for me to fish around in my wallet and find my "Zipcard," the ID card that also locks and unlocks reserved cars. Then, upon hitting the lock or unlock button, the app has to communicate with Zipcar via data connection--not a short-range signal like an automatic door opener--and sometimes that can take another second or two. (Once, in fact, it just didn't seem to want to work.) Typically, I just got impatient and dug out my card.
Additionally, the app won't replace the credit-card-sized "Zipcard." They'll still need to use the card, not the iPhone interface, to unlock a car when they initially pick it up.
But that's a security regulation more than anything else, Schneider told me: "We don't want you to be stranded if your battery's run out."
NEW YORK--"I'm anti-tax, but I'm pro-carbon tax," Tesla Motors founder Elon Musk said onstage at the Wired Business Conference here Monday--a remark that prompted interviewer and Wired editor-in-chief Chris Anderson to quip that he was a "true Silicon Valley libertarian."
Tesla Motors Chairman and CEO Elon Musk
(Credit: Tesla Motors)Gasoline "should probably be $10" per gallon, said onetime PayPal co-founder Musk, who is also attempting to make sending satellites into space cheaper with a start-up called SpaceX. "I'm not paying for the true cost of gasoline at the pump...since nobody's explicitly paying for the CO2 capacity of the oceans and atmospheres, it's getting consumed. We will pay for it down the road, but we are sort of ignoring it for now."
Musk's company has put out the Tesla Roadster, a pricey sports car that runs exclusively on electric power. On the way is the Model S, a more affordable sedan. Separate from the technology, Tesla has gained a reputation for financial difficulties and corporate bickering. Earlier this month, former CEO Martin Eberhard sued Musk and the company for libel and breach of contract.
Musk's rash attitude and devotion to cutting-edge innovation has constructed him as a figure less than willing to compromise. He didn't sound too satisfied, for example, with the level of innovation in the Toyota Prius, the car that is practically synonymous with environmental consciousness in the auto industry.
"A Prius is not a true hybrid, really," he said. (A plug-in Prius is on the way.) "The current Prius is like, 2 percent electric. It's a gasoline car with slightly better mileage."
That said, Tesla shines quite a bit brighter due to the utter disarray of the U.S. auto industry, with major automakers falling into bankruptcy and Detroit in a continuing downward spiral. This, according to Musk, was the inevitable result of a completely broken system.
"Great companies are built on great products," he said, and when those products take a turn for the worse, so does the company. Automakers, Musk theorized, focused too much on the money rather than innovation. "The path to the CEO's office should not be through the CFO's office, and it should not be through the marketing department. It needs to be through engineering and design."
Musk said that unions weren't inherently the problem but the way that they were structured was. "It's not out of the question to have unions. But if they do have a union, they've got to understand that they're on the same side of the company," Musk said. "I really am kind of against having a two-class system where you've got the workers and the management sort of like the nobles and peasants." In other words, Musk thinks Detroit could use a dose of Silicon Valley corporate culture.
Surprisingly, Musk implied that Detroit will survive. "I think it'll probably be a healthier place. This has been somewhat cathartic. Maybe, I think, maybe I'm being overly optimistic, but I think this will be a cathartic experience," Musk said. "I think GM and Ford, maybe not Chrysler, but GM and Ford will come out of this healthier...and more competitive."
He wants Tesla to be part of that, obviously.
"I'd like to take up some of the manufacturing plants," he said. "When the mess gets sorted out I'd like to have a conversation with whoever's in charge."
One piece of advice that should've been obvious to participants of last weekend's Rental Car Rally from Long Island City, New York, to Montreal, Quebec: use GPS.
Or so I figured, as one member of a three-person team equipped with a MacBook, an EVDO card, a GPS navigator, a backup GPS navigator, and a radar detector to know when authorities were nearby in case we, uh, pushed the speed limit a little bit. (We only used that in New York state, though, because radar detectors are illegal in Vermont and Quebec.)
The surprising truth? A large number of the driving squads had nothing but paper maps on them, making the overnight rally--with six backroad checkpoints, most of which were marked with nothing but a set of coordinates, to ensure that you couldn't just take I-87 the whole way--a pretty difficult affair.
But even with GPS, there was some head-scratching when everyone's Garmins and TomToms navigated them right to the shores of Lake Champlain and recommended that they take a ferry. The gadgets were right: teams that drove onto the Grand Isle ferry arrived in Montreal hours before teams that chose to drive around the lake.
As for the teams that opted for maps over GPS, most of them made it...eventually.
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