JustShareIt Enters Suddenly Crowded, and Wary, Car-Sharing Market Peer-to-peer car-sharing services, which allow owners to rent their vehicles directly to other drivers, scored some notable successes in 2011, as well as some embarrassing failures. A new service is counting on a robust security apparatus and the variety of vehicles, not just cars, that it offers to distinguish it in this crowded start-up segment. JustShareIt, a start-up in the San Francisco Bay Area, has concluded a six-month trial of its security hardware and software with 20 test customers, and it has introduced a beta version of its services this week, open to all comers in select markets. Screening car owners and potential renters will provide the first level of security, Gaurav Kohli, the service's chief executive and founder, said in a telephone interview. "We don't expect we will accept everyone who applies," he said. You will need to comply with the security protocols we have put in place. Cars would be subjected to Department of Motor Vehicles and Carfax checks to ensure that they had clean registration and accident records. Potential renters would be screened for credit, criminal and driving records. Unless a car was already equipped with OnStar or LoJack, two vehicle-tracking and safety-alert systems, JustShareIt would require car owners to install its proprietary RideLink security system. RideLink will enable renters to enter and start the car using an app compatible with mobile Apple products or Android smartphones. A BlackBerry version is in the works, Mr. Kohli said. JustShareIt is entering a suddenly crowded, and increasingly scrutinized, industry. GetAround, based in California, received a $1.7 million federal grant to expand its business into Oregon. And RelayRides signed a deal with General Motors to enable G.M. owners with OnStar subscriptions to rent their cars through the RelayRides sharing service. But it hasn't all been good news. Insurance regulations in many states still make it difficult to participate in the programs, and security issues have brought down at least one company. HiGear, a luxury car-share service, announced recently that it would cease operations, despite strong demand, after falling victim to a highly organized fraud and theft scheme. Most sharing services offer remote entry into the vehicle, but without the ability to start the car using a smartphone, said Mr. Kohli, who described this feature as a "virtual key." Because an owner will not be required to leave the key in his car, as is the case with other services, he expects this feature to improve security. Aside from the virtual key, the RideLink system would support a geo-fencing feature, in which the owner could set a perimeter for the vehicle and would be alerted if the borrower were to drive beyond a predetermined boundary. Mr. Kohli also said that RideLink would be capable of immobilizing a car in the event of theft. JustShareIt is also trying to stand out in the market by offering members the opportunity to share items like boats, recreational vehicles, all terrain vehicles, motorcycles, jet skis, dune buggies and mopeds. "Any vehicle or vessel with a motor," Mr. Kohli said. In the current beta program, only the car-sharing service is available, and only in four states: California, Oregon, Texas and Virginia, where the company has been able to navigate states" insurance policies for car-sharing programs. Sharing for other items, like boats and R.V."s, is available in all 50 states, according to Mr. Kohli. Members with vehicles to share can set their own prices, although JustShareIt would provide price guidelines. Typically, rental prices will range from $5 to $50 an hour, depending on the vehicle, and the average car owner could make up to $500 a month, according to the company's projections. Owners without OnStar or LoJack systems would incur a one-time $199 fee for installation and set-up of RideLink. Like other sharing services, transactions between owner and renter can take place online, through the smartphone app or through the company's call center. JustShareIt will take a 35 to 40 percent cut from each transaction, Mr. Kohli said, and will include $1 million in insurance coverage on each rental.