Regus’ Aggression Is Extreme – Competitors Beware

Regus has been forming alliances at a blistering pace lately. One thing about those partnerships that is noteworthy is their focus on their virtual services, and the promotions to use services for free. The latest I’ve seen is their alliance with AT&T’s small business group. AT&T’s small businesses can utilize Regus’ Gold Businessworld membership for [...]

Regus has been forming alliances at a blistering pace lately. One thing about those partnerships that is noteworthy is their focus on their virtual services, and the promotions to use services for free. The latest I’ve seen is their alliance with AT&T’s small business group. AT&T’s small businesses can utilize Regus’ Gold Businessworld membership for 6 months for free, 2 months of free virtual officing, or one month of free office space.

The latter of these promotions is a standard industry offering, or almost always negotiable if signing a contract. But giving away the membership or the virtual office is somewhat novel. Generally, the industry isn’t interested in giving away their high margin, low cost virtual services, but it looks like Regus is changing that to get small business attention — a sort of loss leader. In addition, they are giving away a Businessworld membership (the gold plan) which costs $300 per year.

It’s clear that Regus strategy is to penetrate the small business market like no other office services provider can. This is a brilliant strategy and one that competitors will find difficult to combat.

Related posts:

1. Long-time Cincinnati Executive Suite Sheds Franchisor, Starts OfficeKey

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This entry was posted on Wednesday, December 2nd, 2009 at 9:19 am and is filed under Future Offices. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.