It was one the very first few organisations to utilise wireless technology to its advantage. The distinctive competence it developed around this technology meant the company had to create several new technological processes. By investing in RFID, it was able to streamline car rental process and tracks the location of the cars in real-time that helped to improve fleet yield management and mitigate the risk of double-booking and phantom vehicles.The online web portal was fundamental and critical aspects of its business model. For business to function effectively, the hourly rental reservation and payment portal had to be user-friendly and trivial (highly effective human-computer interface) for members to transact online. At the same time, it should virtually be costing zero or very minimal cost to the company for each transaction. This in contract to a typical human agent would have cost the car rental company about 4% to 10% for each transaction.By eliminating complex user interface from within the car, it effectively deploys a simple and effective proximity keycard that is held to the windshield of each car that allows car users to locate and gain access to the cars. With further enhancement, it has been able to effective adapt and used mobile phone like iPhone or Blackberry to locate and gain access to those cars. In other words, it contemplates car sharing through Zipcar to be as easy as drawing cash from any ATM.