The digital camera has changed our lives. Just 15 years ago, very few people took a camera with them when traveling. Today, very few people leave home without it.

Add the smartphone to the equation and now we have an obsession with picture-taking. The camera has become our best friend. My friends spend hours comparing their cameras with others and then shopping for new ones.

What frustrates me the most is that many pals constantly question whether they bought the right camera. They never seem satisfied. That is why I wanted to tell you about a new rental option called Lumoid.

At the beginning, the company is going after wedding-goers, new parents, vacationers and photo hobbyists. Prices range from $5 to $25 per day, per item. One of the main objectives for Lumoid is to get you to rent a camera, so you will eventually buy it.

Read how Lumoid plans to make its business successful in Re/Code.