I could argue Zipcar has a deep integration problem needed to solve the out-of-comms scenario. They try to support several car vendors in order to have different car types (toyotas, mercedes, ford vans) which limits them to having this cellular-dependent setup. Whereas Reachnow (BMW), car2go / Sharenow (mercedes / smart), and limepod (fiat, for now) have limit the car type for better integration.
In a related front, a friend moved into an apartment building with some bluetooth-based laundry vending machines. The machine requires blootooth, and the payment is done via phone which requires a cellular connection. The laundry room (like any basement area) has a spotty cell connecition, so the friend does some weird positioning exercise to find the area where he can have a cellular connection while still being connected over bluetooth to the laundry machine. Strange future.