We’re increasingly able to share (rather than buy) more hard assets – both by renting (ZipCar, Rent The Runway, Netflix) and through peer-to-peer organization (Couchsurfing, BookCrossing, Toolzdo.)
The fundamental difference between these two models is whether the asset being shared is owned and maintained by a central organization, or not.
Some of the peer-to-peer sharing has been nicknamed "collaborative capitalism" -- it is decentralized, relies on accountability structures, and does away with the "command and control" element of the rental paradigm. Many times these organizations are membership-based, to increase accountability.
Not surprisingly, we are much more comfortable sharing within our social network than outside of it. In addition, membership-based sharing engenders loyalty and goodwill: there is a sense that "we're all in this together" and that each member must do his or her part. Smart organizations are tapping into this to reduce their cost of member acquisition.
One great example of this is City CarShare -- they predominantly offer a short-term car rental model , but are organized as a non-profit and rely on their membership to help maintain and gas the cars. This is an ideal model for an organization that is operating in a highly structured and regulated industry (cars are expensive, you need a license, insurance, parking, etc) and gives them operating leverage that their for-profit competitors do not have.
The case of City CarShare is interesting because they are operating in an increasingly competitive environment. (ZipCar is already in SF but has not innovated beyond the rental paradigm. Hertz has already started car sharing in NYC and may be coming to SF.) Which will be able to grow successfully and profitably? Who will innovate to capture the most market share?
I think the most interesting organization to watch will be City CarShare -- it has a loyal and willing membership organization to leverage, and could become a fantastic example of collaborative capitalism.
