The move by Regus to claim the coworking space validates the growing power of coworking and the coworking movement. It also shows how mainstream coworking (or at least the term coworking) has become. Regus wouldn't have done this unless they were seeing rapidly growing interest in coworking.
Their pitch is an attempt to co-opt the term and redefine it to fit their business goals and objectives. Classic marketing move - right out of the positioning 101 playbook. I'm a bit surprised they claim to have invented coworking. This seems too easy to dispute and of limited marketing value. I would have stuck with "the world's largest coworking company." That's more defensible (even if it's wrong), and the more powerful claim. The good news is this should increase the awareness of coworking, especially in the corporate market where Regus plays. It also provides a differentiation opportunity for the real coworking spaces. On Nov 7, 6:55 am, Ky Ekinci (Office Divvy ™) <[email protected]> wrote: > I chuckled when I read this press release by Regus today. > > http://www.marketwatch.com/story/coworking-revolution-regus-cites-ris... > > Obviously they realize that their existing business model will not > sustain, and is now passé. It is concerning though that they claim > overnight that they are not only a coworking space provider but also a > pioneers in the movement. > > Thoughts? -- You received this message because you are subscribed to the Google Groups "Coworking" group. To post to this group, send email to [email protected]. To unsubscribe from this group, send email to [email protected]. For more options, visit this group at http://groups.google.com/group/coworking?hl=en.
