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The article reports on wireless technologies used by Zipcar to simplify customer experience. Zipcar Inc is a car-sharing company based in Cambridge, Massachusetts that offers self-service, on-demand cars by the hour or day. The company has numerous customers and business members and it has 2,000 vehicles in multiple locations across the United States. Members can reserve cars online or via phone, pick up and use cars for quick errands and long trips. Zipcards used by the Zipcar members to access vehicles rely on radio frequency identification device (RFID) technology to identify members and the time of their reservation. INSET: TOOLING AROUND TOWN.

Comments on a conference sponsored by the Cambridge-based Massachusetts Institute of Technology's venture capital club on December 2, 2000 where entrepreneurs and venture capitalists failed to address the needs of customers. Issues of concern to entrepreneurs; Remarks from Duncan McCallum, partner at OneLiberty Ventures; Participation of chief technology officers on product development.