HIGH-SPEED RAIL STATIONS AS PLACES TO WORK: THE CASE STUDY OF NAPLES
Francesca Pagliara Department of Civil, Architectural and Environmental Engineering University of Naples Federico II
THE BACKGROUND
PIECES OF ARTWORK ….. HSR station at Reggio Emilia (Italy) by S. Calatrava
HSR station at LiègeGuillemin (Belgium) by S. Calatrava
THE BACKGROUND
PIECES OF ARTWORK ….. HSR station at Haramain (Saudi Arabia) by N. Foster
HSR station at Naples-Afragola (Italy) by Z. Hadid
THE BACKGROUND
BUT ALSO PLACES ….. Interface between providers and clients
Stratford HSR station in London
THE BACKGROUND
BUT ALSO PLACES TO WORK… Investments in HSR systems can increase the number of business travellers. encourage the development of offices inside and around the station Garibaldi HSR station in Naples On the 6th floor of the building Regus inagurated its temporary offices
OUTLINE
The innovation in services theory: temporary offices inside HSR stations The Regus phenomenon The survey: Regus clients interviewed at the HSR station in Naples Further research perspectives
The innovation in services theory: temporary offices inside HSR stations
A service is represented by technical characteristics and by the interface between the competences of providers and clients (Gallouj and Weinstein, 1997; De Vries, 2006)
The innovation in services theory: temporary offices inside HSR stations
Renting an office can be analyzed as a service defined by: -Technical characteristics: - for the office: the surface, the equipment, etc.; - for the building “hosting� the office: the location, the heating, etc. and - for the neighborhood surrounding it: the architectural style, the accessibility, etc. - Final characteristics of the service (i.e. characteristics seen from the point of view of the final user) related to: -the office: comfort, internet connection, etc. -the building: security, etc. - Accessibility to public transport, parking facilities, accessibility to shops and services depend on the surrounding neighborhood.
The innovation in services theory: temporary offices inside HSR stations
Innovation in services theory: a temporary office space inside and around the station can be conceived as an innovation in services from the point of view of providers. Temporary office rent can be described as incremental innovation, i.e. innovation by substitution or addition of characteristics, improving the client utility (Gallouj and Weinstein, 1997). These “added characteristics” are for example technical and administrative supports (e.g. phone, wifi, printing, secretary, etc.), chosen by the client.
SERVICE RELATIONSHIP The service is “co-produced” by the provider and the client participation. Temporary office rent is analysed as a service relationship, corresponding to the establishment of given relationships among clients, providers, public authorities, station managers and rail operators.
The Regus phenomenon Office solutions
Fully furnished offices with administrative support and flexible terms
Meeting and training rooms Featuring state-of-the-art A/V equipment, free internet access, catering options and hourly pricing Business lounges Access to business lounges and caffes to support the mobile professional
What are temporary offices? They are innovation in services for mobile workers.
Business Networking A way for customers to network with like-minded professionals and promote their businesses Admin support Reception team to answer calls, plus mail handling, packing and shipping, document printing and binding, on-hand technical support.
“Mobile workers� are all the professionals who spend part of their time working in different places. They usually do not own head-offices.
The Regus phenomenon
About Regus
➜ Regus is the world’s leading provider of flexible workspaces with1500 locations globally
➜ Regus has been developing successful partnerships for over 10 years
➜ Regus promotes a new way of working for mobile-workers
1500
600
100
Locations
Cities
Countries
The Regus phenomenon Regus: everywhere you want to be
Dusseldorf Stadttor Medienhafen
London
Shanghai
Canary Wharf
Bund Centre
New York
Hong Kong
Chrysler Building
Hopewell Centre
Offices
City City centres Signature buildings Business parks Key office centres
Community Small town Local Community integrated
Third places
Airports
Railway stations
Service stations
Retail centres
The Regus phenomenon Regus in Italy since 1996
Milan Carrobbio
Italy 11 centers
Turin
Rome
City Centre
EUR
Milan Naples
Duomo
Garibaldi
Offices
City City centres Signature buildings Business parks Key office centres
Community Small town Local Community integrated
Third places
Airports
Rail station
Service Station
Retail centres
The Regus phenomenon Regus signed a partnership with Trenitalia in 2012. The agreement allows Trenitalia travellers to get discounts to the working spaces offered by Regus, as members of the “Businessworld Program”. Industry Type
Mobile workers using Regus offices in 2013 in Italy Industry Type
1%
1%
11% 13%
2% 2%
1%
1%
11%
11% 13%
2%
3% 1%11%
2%
3%
3%
3% 1%
1%
8%
3%
1%
3% 2%
1% 8%
10%
10% 5%
1%
11%
2% 10%
10% 5%
11%
IT
Software
Telecommunication
Internet
Financial
Banking Chemical Industries Insurance
Consulting Energy Aerospace
Marketing/Advertising Tobacco Industries Hotel Industries
Lawyers Recruitment Other
Real Estate Broadcasting
IT
Software
Telecommunication
Internet
Financial
Banking
Consulting
Marketing/Advertising
Lawyers
Real Estate
The survey: Regus clients interviewed at the HSR station in Naples Regus offices inside the HSR station of Naples since Sep 2013
6th FLOOR
The survey: Regus clients interviewed at the HSR station in Naples Jan – Oct 2014 172 questionnaires exploratory study
The survey: Regus clients interviewed at the HSR station in Naples Socioeconomic characteristics of REGUS clients City Naples and Province Other Italian cities Gender Male Female Age 25-35 35-50 >50 Level of Education High-School University Professional Status Freelance Manager/Employee Retired Student Monthly income 500-1500 1500-2500 2500-3500 3500-4500 >4500
% 82 18 63 37 64 21 15 57 43 44 46 4 7 54 21 10 3 12
The survey: Regus clients interviewed at the HSR station in Naples Sevices used by REGUS clients Type of Room Meeting Room Office Both Type of Service Printer Internet Secretary Phone Who pays for the service? Myself My company
% 29 63 8
ď ą The most used
16 34 29 21
ď ą 79% of Regus clients pays the office rent by themselves.
79 21
services are Secretary and Internet.
The survey: Regus clients interviewed at the HSR station in Naples Transport mode chosen by REGUS clients Transport Mode Car Bus Intercity Train/Metro Plane HS: NTV Trenitalia Ferry Motivation for choosing HSR Accessibility Reduced travel time Safety Comfort Frequency of Service
% 32 11 36 4 3 13 1 27 39 6 15 12
16% HSR
The survey: Regus clients interviewed at the HSR station in Naples
REGUS clients choosing HSR % Regus offices were chosen in Naples because they were inside the HSR station
37
HSR was chosen because the Regus services were cheaper HSR was chosen because of the provided services
3 12
Regus offices were chosen because of the provided services
49
The survey: Regus clients interviewed at the HSR station in Naples
37% of the clients have chosen temporary offices because of their location being inside the HSR station, being also served by metro lines. Surprisingly: these services have been also used by workers with low monthly income. Temporary offices inside the HSR station are rented also by local workers and not only by mobile workers choosing HSR.
Further research perspectives
Support the findings with other surveys in other Regus offices in Italy (like in Milan, Rome or Turin). In April 2014, Regus Italy signed an agreement with Nuovo Treno Viaggiatori (NTV) (the private company competitor of Trenitalia). Support the findings with other surveys in other Regus offices inside HSR stations in France (where Regus offices are placed inside stations) . Comparison of the results.
The challenge: do temporary offices placed inside HSR stations modify the worker trip behavior, changing the trip itself?