he portable storage and moving industry is still in its infancy, yet there are almost as many different style containers in the market place as there are operators; and the proliferation is enhanced by the various options desired and the various delivery systems employed. Basic drivers of product innovation, for any industry, center around return on investment opportunities, and the mobile storage and moving industry is no different. Marketing, advertising, and service typically differentiate one portable storage operator from others in the market place. Additionally, a Web site with a fresh design and straightforward navigation, as well as a call center that allows for quick and professional responses, can help separate your business from the competition. The containers, therefore, have been considered utilitarian in that they are the portable storage vehicle that serves the customer. It is the movable garage, portable attic, or mobile self-storage bin that allows convenience and value for the storing or moving consumer. Quality Containers In the beginning, the acceptable attributes for containers were that they were waterproof, fireproof, and secure; they were able support certain weights and could be stacked up to three high in the warehouse; they were mobile and durable; and they had to be aesthetically appealing. In other words, the goods stored inside the containers must stay dry and safe, and the asset had to perform for a defined period. Portable containers have been engineered to perform under harsh conditions and keep the goods stored safe from weather and unwanted human invasion. And, of course, the containers must be portable. What will happen in the mobile selfstorage industry is typical of any industry experiencing growth. There will be changes in the container design not only to respond to demands of the market, but also to increase market share through product innovation. First generation containers were typically made of wood and steel framed with plastic roofs; some containers had more steel than wood and vice versa. Variations in design are wooden frames with canvas covering or steel and wood, with some smaller containers made of plastic type materials. Most weighed about 2,200 to 2,400 pounds and could support internal loads of 8,000 to 10,000 pounds (16-by-8-by-8 sized containers). These designs interfaced with either proprietary delivery systems that basically kept the container level during delivery and pick up, or typical roll back delivery systems. Since the investment in containers is probably the single largest capital outlay, the containers had to be reasonably priced to allow measurable return on investment for the business owner or First Quarter 2010 Mobile Self-Storage Magazine