Each of WHERE's widgets delivers content based on the user's current location and provides the ability to show this content on a map, get directions and share this location with friends.

A quarter of all Zip car users have an iPhone, according to Dan Gilmartin, VP of marketing, uLocate Communications, which developed WHERE. He added, "This makes "those consumers the perfect audience to benefit from the power and convenience of WHERE."

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Update : WHERE has apparently run into some difficulties: Like with many other things having to do with the launch of the iPhone 3G, iPhone firmware 2.0, and iPhone App Store, the problem appears to be too much a good thing. The following message now appears on the WHERE site :

Due to a tremendous spike in usage, some iPhone users may experience slow performance running WHERE. Rest assured, we're working around the clock to add more capacity to address this and enhance the experience. Check back with us soon, follow updates on our blog, and send comments to iphonesupport@where.com.