The equipment rental industry is undergoing a significant digital transformation, driven by the widespread adoption of smartphones and mobile applications. With over 2.16 billion smartphone users worldwide in 2016 and projections showing continued growth, rental companies are investing heavily in mobile technology to meet evolving customer expectations. Major firms including Herc Rentals, United Rentals, and BigRentz have launched new customer portals designed to streamline the rental process, allowing contractors to browse, price, reserve, schedule, and pay for equipment through any internet-enabled device in a single transaction. For building contractors looking to stay competitive, understanding how these technological shifts affect their operations is essential. Our article on Equipment Rental Profiles Building a Stronger Rental Business explores how industry visibility and digital presence are reshaping the rental landscape.
The Rise of Mobile Technology in Equipment Rental
The shift toward mobile-first solutions in equipment rental mirrors broader consumer trends across nearly every industry. Just as customers have grown accustomed to ordering food, transportation, and retail goods through mobile apps, they now expect the same convenience when renting equipment for construction projects. This expectation has pushed rental companies to develop purpose-built digital platforms that prioritize mobile performance.
Major Rental Firms Lead the Digital Shift
In the span of just a few months, several of the largest equipment rental companies introduced new technology platforms:
- Herc Rentals launched a purpose-built native mobile app on the same day it became an independent company. The app sets new standards for user experience in equipment rental and continues to evolve with additional tools and features designed to improve customer interactions.
- United Rentals introduced an online service that automatically checks inventory availability at branches nearest to a given jobsite, inputs order details directly into the rental enterprise system, and allows customers to select rental dates, delivery options, and payment methods. Customers can also call or use live chat for assistance when a consultative approach is needed.
- BigRentz released a responsive-design customer portal that requires no software downloads and adjusts to fit any screen size, providing a consistent experience whether accessed from a smartphone, tablet, or desktop computer.
These platforms share a common goal: reducing friction in the rental process. As Dallas Imbimbo, president and CEO of BigRentz, explains, the portal was born from thousands of conversations with customers who wanted a single location to manage all their rental activity. In just a few clicks, customers can place an order and schedule equipment without calling multiple vendors or negotiating terms over the phone.
The Mobile Technology Landscape
The table below summarizes the key mobile technology initiatives announced by major rental firms:
| Rental Company | Technology Initiative | Key Feature | Target Benefit |
|---|---|---|---|
| Herc Rentals | Native mobile app | Purpose-built for iOS/Android | Industry-leading user experience |
| United Rentals | Online self-service portal | Real-time inventory check + live chat | Streamlined transactions with support |
| BigRentz | Responsive web portal | No download required, cross-device | Consistent experience anywhere |
| Independents | CRM-integrated mobile tools | On-site quoting and reservation | Field sales empowerment |
According to Larry Silber, president and CEO of Herc Rentals, the mobile app represents a significant investment in technology that will continue to evolve. The app improves the customer experience while also setting new standards for how rental companies interact with their clients in a digital-first environment. For more context on broader industry trends, our March 2021 Rental Industry Report Equipment Rental Market provides additional data on market dynamics.
Better Customer Service Through Digital Self-Service
One of the most significant benefits of mobile technology in equipment rental is the ability to offer 24/7 self-service to customers. A web portal allows rental customers to serve themselves at any hour, from any location, without needing to wait for a branch office to open or a sales representative to become available.
What Customers Can Do Through Mobile Portals
Graham Dobbs, managing director of software provider inspHire, notes that a well-designed web portal provides customers with a comprehensive online platform that includes:
- Viewing a catalog of available items with detailed specifications
- Getting directions to depots and branch locations
- Checking stock availability and real-time pricing
- Placing orders online without human intervention
- Tracking order status and delivery timelines
- Extending or releasing equipment remotely
Customers appreciate the time savings these capabilities provide. Tim Lajaunie, senior software engineer with Corporate Services, points out that mobile technology allows information to flow faster than ever before. When customers can make decisions quickly while on the go, the efficiency and productivity gains can be enormous. This is especially valuable on construction job sites where every minute of downtime affects the bottom line.
Empowering Customers and Sales Representatives
Rental decisions are often made on the jobsite between a customer and a sales representative. Mobile technology enhances these interactions as well. Patrice Boivin, president at Orion Software, explains that the highest customer satisfaction comes from a full customer relationship management system with transactions and equipment availability integrated. Sales representatives can provide quick responses on equipment availability, send quotes, or reserve equipment directly from their mobile devices.
Chris Hummel, chief marketing officer of United Rentals, emphasizes that digital transactions have become the norm across many industries. The company created a self-service shopping experience that is information-rich, mobile friendly, and simple to use for renters who want to operate in a more digital manner. This approach does not replace consultative service but rather provides an alternative for customers who prefer efficiency and speed.
Matt Hopp, general manager at InTempo Software, adds that todays consumers want greater efficiency but also expect more communication from their providers. 24/7 customer portals accessible from any internet-enabled device empower renters while giving rental businesses the control they need to manage their operations effectively.
Operational Efficiency Gains Across the Rental Cycle
Mobile technology delivers benefits that extend well beyond customer-facing portals. Rental companies are using mobile tools to improve internal operations, including on-site maintenance and repairs, deliveries and collections, and the capturing of signatures, photographs, and geo-location stamps. These operational improvements create a ripple effect that benefits both the rental provider and the customer.
Paperless Documentation and Digital Records
One of the most impactful changes is the move toward paperless documentation. Dobbs explains that rental companies can now produce legally certified documents on the spot using mobile devices. Completing tasks on a mobile device or tablet means the paper trail is easy to follow, with all documents stored within the system. This eliminates the need for physical filing and storage of paper records.
When a delivery is completed, information can be recorded in real time to the rental platform. This approach saves time, reduces redundancy in data entry, and prevents the loss of critical documents. The benefits are substantial for both the rental company and the contractor renting equipment.
GPS Logistics and Real-Time Route Optimization
Mobile technology with GPS integration transforms logistics management. Boivin notes that dispatchers can locate drivers in real time, reorganize route plans dynamically, and provide full documentation for continued routing. Drivers can capture electronic signatures and order new equipment directly from the field. This level of connectivity reduces delays and ensures that equipment arrives when and where it is needed.
Equipment Condition Reporting
Better condition reporting is another less obvious but highly valuable benefit of mobile technology. Hopp explains that yard personnel or drivers can use a phone or tablet to take date-stamped and geo-stamped photographs of equipment at the time of delivery or pickup. Employees can create on-the-go equipment condition reports and add comments about the equipment state.
This documentation benefits both parties. The customer is not blamed for problems they did not create, and the rental operator leaves no room for uncertainty regarding the condition of the equipment. The documentation is pushed to the software, creating an electronic trail that can be referenced at any point. Our article on How Bigrentz Is Driving the Equipment Rental Industry examines how technology platforms are reshaping the rental experience for contractors.
Data Analytics and Competitive Advantage Through Mobile Technology
Beyond transactional and operational benefits, mobile technology offers rental companies the advantage of using data for strategic intelligence. The ability to collect, analyze, and act on data from mobile interactions gives forward-thinking rental firms a significant competitive edge.
Predictive Analytics and Fleet Management
Dale Asplund, chief information officer and senior vice president of business services at United Rentals, explains that the rental industry must continue finding ways to operate smarter to keep margins intact. United Rentals analyzes historic data to better predict future demand, ensuring the right fleet is in the right place at the right time for customers, at the lowest possible cost.
The amount of data generated by rental transactions is enormous, but raw data alone is not sufficient. Asplund says large rental companies are focusing on creating advanced algorithms that better inform business decisions in real time. This approach has a ripple effect on safety, asset utilization, and customer satisfaction. Predictive use of data is an effective tool for dealing with challenges such as rate pressure and cost increases from regulatory mandates.
Competing on Service Rather Than Price
According to Boivin, the integration of mobile technology into a rental companys operations allows them to worry less about offering the lowest rate. Customers begin to see technology-forward rental providers as market leaders and desirable partners. Leaders in the market consistently deliver on time and readjust within short periods. With mobile technology, they become much more agile than their competitors.
The competition shifts from price to reliability, speed, paperless processes, and online equipment availability. End customers often incur high costs when equipment arrives late, is poorly maintained, or when administrative processes are complex. They value the benefits of working with a technology-enabled provider and realize they save money by choosing the right partner rather than the cheapest option.
The Consequences for Late Adopters
Richard Marani, senior vice president and chief information officer at Herc Rentals, emphasizes that mobile technology is the front end of a much more intensive back-end IT data infrastructure. If the back-end technology is already sound and managed properly, the front-end mobile piece simply pulls data together and develops a user-friendly way for customers to interact. To succeed in a rapidly changing environment, companies must embrace cloud computing, mobility, analytics, and the Industrial Internet of Things.
Boivin offers a stark warning for companies that delay adopting mobile technology: those without technology will compete on price instead of value-added services. He asks why an end customer would choose a company that cannot confirm equipment availability or delivery timelines when a competitor offers quick answers and reliable service. In every business sector, technology automates outdated processes. End users expect it from all providers. Companies that do not adapt will lose market share, compete more on price, and could eventually disappear.
Hopp offers a more tempered view, noting that mobile rental software development is led by demand for automation in logistics, delivery and pickup connectivity, electronic signature capture, and customer information lookup. The best use of mobile technology amplifies what rental operators are already focused on: building relationships and providing excellent service to their customers. For building contractors evaluating rental partners, understanding these technology investments can guide better procurement decisions. Our analysis of the Ara Rental Industry Forecast 2022 What Equipment Rental provides additional perspective on how rental industry growth affects building contractors.