Published Wednesday, September 7th, 2011, by Mike Sullivan.
Both Regus and Servcorp had good quarters. But Servcorp has been working hard to do something that Regus hasn’t put much emphasis on: differentiating itself by declaring it is as much an IT solution as a space solution.
If you’ve been watching Servcorp’s marketing over the past year, you’ll pick up on the IT messaging time and time again. In fact, Servcorp has dedicated full press releases to pushing the IT service message.
It seems to be panning out. Servcorp exceeded its guidance, reporting a 24 percent increase in net profit in the last quarter. And analysts are pointing to Servcorp’s “strong technology investment,” along with its most aggressive expansion initiative in company history, as reasons for the positive report.
So what is Servcorp doing, in practice? In each and every release, Servcorp seems to mention its “superior IT and business infrastructure solutions.” That marketing kick goes well beyond your standard “well-appointed offices” and “turnkey office solutions” that is standard in business center marketing today. Servcorp is indeed doing something different—and getting the word out about it.
Indeed, Servcorp will be the first to tell you—and the first to want to tell you—that technology investment has been important in clearly differentiating its offering. Part of that differentiation is cloud-based computing technologies to support client growth.
“In light of the current market volatility, we feel confident that our commitment to helping our customers reduce their risks in new markets via flexible workplace solutions and cloud-based mobile applications positions us for good growth in FY 2012,” says Marcus Moufarrige, Servcorp’s sales director and Chief Information Officer.
In line with the technology thrust, Servcorp has seemingly worked over time to publicize its virtual offices in various parts of the world. Virtual office solutions and technology, after all, work hand in hand. Servcorp even owns the domain name “virtualoffice.com,” which surely came at a pretty penny. That is how committed Servcorp is to the mobile worker.
“Servcorp focuses on virtual solutions equally with workstation solutions,” says Frank Cottle, Chairman and Founder of the Alliance Business Centers Network. “Along with the IT focus, that difference is helping Servcorp’s profitability, expansion and client loyalty.”
How are you reacting to the shifting market; a market where technology is becoming an increasingly important part of the business center world? How are you keeping up the rising tide of the mobile workforce, a trend that’s already revolutionizing our industry and promises to usher in a new era of opportunity? Consider those questions and how your business center might shift to accommodate the evolution of the workplace.