One of the more problematic elements of building any application is managing end user identities. Writing the code to manage who gets to access any given application not only is time consuming; it doesn’t usually add much in the way of unique value to the application.
Bike sharing, a common form of collective transportation outside the US, has started gaining traction in the US. A recent addition to the bike sharing scene, viaCycle, approaches the market differently than its competitors and hopes that its innovative approach will make it the Zipcar of bike sharing. viaCycle differentiates itself by combining the community aspect of bike sharing with "cutting edge IT." Within the IT competitive advantage lies the viaCycle API available for third-party app development.