The American car rental industry is currently dominated by three large companies: Enterprise Holdings, Hertz and Avis. Enterprise Holdings, the largest of the three, with revenue nearly equal to the combined sales of Hertz and Avis, operates under the Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands. Pat Farrell, director of marketing and communications for Enterprise Holdings, noted that the car rental industry is experiencing major changes due to factors such as innovative new technologies and evolving consumer preferences. He cited changes in customer preferences due to new digital and mobile technologies as the main driver of change – and opportunity – in the sector. Technology – from the internet to social media to mobile platforms – has truly put the consumer in control, he said. The better we use these means, the stronger our customer loyalty and our relationships will be. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Farrell said the car rental industry is facing major changes due to variables such as modern creative innovations and growing customer inclinations. He cited changes in customer inclinations due to modern, advanced and wearable innovation as the primary driver of change – and opportunity – in the industry. Innovation – from the web to social media to multi-purpose platforms – has truly put the buyer in control, he said. The more we use these routes, the more ingrained our dedication and connections with our customers will be. The advent of smartphone apps has now reshaped the way the car rental industry operates. A 2015 study by Cognizant found that when travelers use rental companies, they find the most value in simple, easy-to-use booking technology and customer interface software. With automated or streamlined bookings, rental companies can improve the customer service experience. Major rental companies like Hertz and Enterprise use automated checkouts. Zipcar, for example, lets customers reserve cars spontaneously with their cell phones instead of making reservations in advance on their computers. This has made it much easier for customers to find cars wherever and whenever they want. Unlike a large car rental company. , it organizes numerous short-term rentals in widely distributed locations. Customers must return the car to their home address, which is often on a side street, a different model from the central parking lots used by most rental companies. Avis subsidiary Zipcar and Enterprise Rent-a-Car subsidiary Enterprise Car Share, for example, have equipped their fleets with telematics systems. This allows businesses to automatically access and track vehicle location and run reports. Logistics plays a key role in operational efficiency. Fleets must be managed so that vehicles are available when and where customers demand them. Zipcar has found a much simpler way to manage its complex logistics. At Zipcar's fleet control centers, operators can track vehicle demand, driver reservations and car maintenance schedules using in-house software called Fast Fleet that they market to.