Zipcar Inc. has launched an Android app that is in public beta test phase, giving more smartphone users access to its car-sharing technology.

The app is part of Zipcar?s ongoing strategy to be present via as many mobile touch points as possible to delight members. The public beta launch lets thousands of consumers test the new mobile app and provide feedback directly to Zipcar.

?There are certain devices in the Android family where you are getting a similar experience as an iPhone user,? said Ryan Peterson, director of marketing of Übermind, Seattle, WA.

?They are premium customers who are socially connected and this is a great way for companies to extend their brand. Connecting to Android also gives brands? target audience and consumers some functionality they can do all the time,? he said.

Übermind is a digital agency specializing in mobile and emerging technologies. The company commented on this article as a third-party source based on its expertise in the space.

Zipcar is a car sharing network with more than 560,000 members and more than 8,000 vehicles in urban areas and college campuses throughout the United States, Canada and Britain. The company did not return calls in time for press.

App opportunities
Zipcar's Android app allows members to search for and reserve Zipcars by time, location and vehicle type.

Members can use the application to view available Zipcars on a map, get directions to the vehicle location and extend or cancel a reservation.

The app can also be used to honk the horn to locate a Zipcar, as well as lock and unlock the vehicle after scanning the Zipcard into the reservation.

Non-members can download the app to search for vehicles and vehicle locations, learn more about Zipcar and initiate the membership application process.

Zipcar also offers two-way SMS texting, allowing the vehicle to proactively reach out to members during their reservation via their mobile device to manage their reservation.

Once all testing is complete, a final version of the app will be available for download. Zipcar for Android requires Android OS 2.1 or higher.

Android market attracting brands
The Android market is now a major contender in the mobile app space and brands are starting to realize that a presence in Just Apple?s App Store is not enough.

Zipcar conducted a member study in December 2010 and found that more than 90 percent of Zipcar users use smartphones, with an increase in the share of Android-powered devices compared to prior studies.

?There is more operating system fragmentation on the Android side and there are so many users it can?t be ignored now,? Mr. Peterson said.

Final Take
Mackenzie Allison is associate reporter at Mobile Marketer/>