Growing Up Mobile:
How Workspace Can Adapt to the Digital Generation
By Guillermo Rotman
Veterans of the commercial real estate industry are accustomed to change. Making constant adjustments to stay profitable in a fickle economy has always been a way of life. But now there's a major transformation on the horizon that has less to do with credit ratings and interest rates, and more to do with text messaging and MySpace. America's youth - the Millennial Generation, specifically - is predicted to have the biggest influence on the business world since Baby Boomers came of age 40 years ago. And, just as their vast numbers are demanding new marketing strategies from retailers, their growing presence in the workplace is starting to be felt in the real estate sector as well.
While the Millennial Generation defined as those born between 1982 and 2000 will be a powerful force in and of itself, it's the techno-savvy and constantly connected lifestyle they represent that holds the biggest implications for real estate managers. Millennials are extinguishing any remaining doubt that is the world is going mobile and that companies must learn to adapt.
Research supports the anecdotal evidence we see every day in airports and coffee shops filled with mobile workers toting laptops and email-enabled cell phones. According to market research firm In-Stat, the number of U.S mobile workers, such as frequent travelers, telecommuters and non-office workers, will reach 103 million this year - a 31 percent increase over the last four years. And by the end of 2011, research group IDC expects 75 percent of the U.S. workforce to be mobile.
This undeniable trend is driving more companies to rethink their fixed real estate portfolios and move toward more flexible work environments. To be sure, a key motivation behind adopting the mobile mindset is that it will be necessary to attract and retain tomorrow's talented workers who have never known another way of navigating daily life. But recruiting benefits alone can't justify a shift away from owning fixed real estate. The most successful companies will be the ones that "rightsource" their office space with the complete picture of people and profitability in mind.
The Workforce of Tomorrow
Seeing into the future of the workplace first requires a better understanding of today's young professionals. The oldest Millennials - a group that is 70 million strong - are entering their mid-20s, and their impact on the workforce is just beginning to take hold. Their expectations for the world of work are driving home the shift toward mobility.
Since most young adults now filling entry-level business jobs have grown up with the Internet and cell phones at their fingertips, they may be more comfortable working on the go than at a desk. At the same time, Millennials are keenly aware of their value in the job market and have high expectations for a stimulating and rewarding work environment, placing more emphasis on job satisfaction than loyalty.
What does it all mean for a company's approach to managing real estate? Companies will need to embrace a more flexible approach toward where work gets done to attract and retain the most talented young workers, and keep up with a rapidly changing marketplace. As employers worldwide begin to address this challenge, the standard approach of tethering all employees to a single office location five days a week may soon become the exception rather than the norm.
Filling the Gap
Until recently, most companies' default response to the mobility trend has been to allow more employees to telecommute from home. It's an ideal solution for some, but it doesn't work for everyone. A growing body of research indicates that most workers, from Millennials to Boomers, still thrive in some sort of a team environment. In addition, even the most mobile workers depend on access to professional services and support, such as printing and binding an important presentation, to stay productive.
To fill the gap between the corporate office and employees' homes, more companies are discovering alternative workspace solutions that can empower mobile employees without additional fixed real estate costs. Several increasingly popular strategies include:
"Third places"
The growth in mobile working is colliding with increasing numbers of isolated home workers and extreme commuters to give rise to a "third place," which is a place between home and work where professionals can be productive. While Internet-enabled, public gathering spots, bookstores and copy centers continue to draw workers, a growing number of high-rise and store-front business centers are filling the need for a more professional, private and equipped workspace. Some of these centers scattered throughout metropolitan and suburban areas also allow companies to open strategically placed branch offices closer to employees' homes, or adjacent to important customers, without the need to lease and outfit traditional office space.
Smaller, more dispersed work sites are not only well-suited for mobile workers, they also can provide a tremendous opportunity for employers to reduce real estate costs. For most large companies, owned real estate is their largest expense, despite the fact that much of it can sit empty as staffing levels change and an increasing number of employees work everywhere except at their desks. By creating a network of non-owned offices with the ability to easily add or shed space as necessary, companies can reduce the need for cost-intensive corporate facilities. Furthermore, cutting down on corporate office space waste has the positive side-effect of reduced carbon emissions due to fewer commuters and lower energy consumption, a factor of no small importance to the rising Millennial generation.
The anytime, anywhere office
In addition to producing millions of young technophiles, the digital revolution of the last decade has also enabled an explosion of cross-border economics. Even for companies that were already operating internationally, the quickened pace of global business has made the world less predictable.
As mobile professionals move across the globe to meet ever-shifting business priorities, a permanent real estate portfolio can become more of a handicap than an asset. Rather than outfitting leased or company-owned facilities in every market, forward-thinking employers are empowering people to work anywhere in the world without ties to any particular outpost.
To help these employees work how, when and where they need to, the flexible office space industry is meeting this need by creating worldwide networks of drop-in lounges that can be found in airports, city centers, and next to major corporate campuses. Rather than being able to work only from hotel rooms or coffee shops, business nomads can have immediate walk-in access to private offices, copy and fax machines, Internet access, videoconferencing, meeting rooms, and administrative support, as if they were back at headquarters.
Virtual expansion
Even in a mobile world, many companies will still require a full-time presence in one or more areas, particularly as they expand to win business in new markets. But leasing a full-time office isn't the only option. With a virtual office, companies can establish a permanent local address and phone number at a business center with a prestigious address, signaling their commitment to the area without paying for unneeded space.
Meanwhile, mobile workers remain free to work where it's most convenient to them, whether at home, at a third place or a drop-in office. And when the need for a face-to-face meeting arises at the new location, many virtual office programs also offer "real" offices and meeting facilities on an as-needed basis.
Whatever mix of tactics is employed, the result of more flexible workplace and workspace strategies is an enhanced ability to do business in the right place at the right time. Companies gain agility in the marketplace and reduce the risks associated with traditional real estate. And as they adapt to the mobile mindset of their next generation of workers, companies can unleash a powerful combination of potential benefits: increased employee satisfaction, with heightened productivity and lower costs.
Guillermo Rotman is CEO of The Regus Group Americas. The Regus Group, Plc. is the world's largest provider of workplace solutions, operating a global network of more than 950 business centers in 400 cities and 70 countries.