Cushman & Wakefield - Strategic Initiatives: Technology

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Cushman & Wakefield - Strategic Initiatives: Technology

After exhaustive research, we have established that there are no preexisting reports outlining the strategic initiatives of Cushman & Wakefield on how they see technology impacting the office. However, we were able to identify that the biggest areas of impact are workplace well-being, sustainability as it relates to materials and energy, and the growing impact of Smart Cities.

Below we will outline how we went about determining why the information you have requested is publicly unavailable. We will also provide a deep dive into our related findings.

METHoDOLOGY

The reasons that the information was unavailable include the following:
1) Although Cushman & Wakefield may have worked on multiple projects for its clients which focus on technological amenities or Smart/Future Workplaces, they have preferred to keep much of that information private and out of the public eye.
2) The nature of business of the company, which majorly focuses on rental and property leasing.
3) Lack of detailed information being directly published on the website (or otherwise) due to fierce market competition.
4) The use of cutting-edge technology in this field is quite competitive and may be part of the company's internal strategy.

We were able to provide additional research that had common threads with the "future of work" or "the future office buildout" that showed up in our research into Cushman & Wakefield.

The first point of the research was Cushman & Wakefield's official website. A complete dive into all parts of their website was done, including a review of the Service Lines offered by Cushman & Wakefield. The left panel in the source shows a full list of the Service Lines offered by Cushman & Wakefield. None of the Services mentioned, provide an insight of any strategic initiative towards technology or related field. Additionally, the Case Studies provided by Cushman & Wakefield specifically focused on all examples related to technology impacting the office. However, but none of the services mentioned, provide an insight of any strategic initiative towards technology or related field. Likewise, the News/Press Releases of Cushman & Wakefield, as it relates to innovations on the future of the office/work, provided no relevant details. A careful and thorough review of their website, despite a very deep dive into their information, provided no useful or relevant information to the exact answer sought.

However, we looked at any merger and acquisition deals and integrations with Technology Partners and found one concerning a global partnership with smart building technology provided by MCS Solutions. Still, deeper research from this angle proved to be fruitless.

Nonetheless, we were able to identify several helpful findings in our research and present them below.

Intelligent Glass

The case study with Georgia Tech talks about an "intelligent glass that adjusts to light and climate conditions." This intelligent glass sheathes an entire 21-story tower that is occupied by a data centre, corporations, and Georgia Tech research partners.

Cushman & Wakefield was engaged by Georgia Tech to assist with their real estate strategy and provide services that ranged from land acquisition to development to office lease negotiation to interior build-out to tenant build-out services. The project was billed as a game-changer in Atlanta.

Innovative Materials and Advanced Technologies

A case study involving Covestro where sustainability is a core value and the workplace should reflect as such. The goal was to maximize the use of renewable energy sources and the reuse of rainwater in creating this workplace.

Cushman & Wakefield helped Covestro with Project & Development Services for support in developing the "first building in Brazil which produces 100% of its own power". The client also required LEED Platinum® Certification, along with lower waste generation and easier maintenance.

Big Data

Cushman & Wakefield partnered with the global firm, MCS Solutions, to allow their clients to have a greater positive impact on their office's occupants experience. It also allows more control over their building portfolios which enable the ability to turn the large amounts of data into actionable insights.

TMT (Technology, Media and Telecom) Sector

Cushman & Wakefield commissioned a report on the TMT sector "and how workplaces are adapting to accommodate greater convergence and overlap between technology, media and telecoms". The goal of the report was to provide corporate real-estate with a point of reference to navigate through this fast-changing and challenging world.

There are five forces driving change in this new world:
1) Transformation - workplaces at TMT players are changing to accommodate the new services and products that companies in their sector are creating.
2) Disruption - Society is far more open now than it used to be.
3) Cities - Smart Cities and their importance as it relates to urbanization. Increased connectivity, sustainable building practices, energy efficiency, integrated transport are the key components of a Smart City.
4) Emerging Markets - Emerging markets offer large opportunities for growth and access to talent, which makes them attractive locations for TMT firms' workplaces.
5) Talent - Attracting the right talent is playing a major role for companies when it comes to workplace location.

Conclusion

To sum up, the future of work sees its biggest impact in materials used when building workspaces, as the future workplace wants to have little impact on the environment as possible, the amount of connectivity that happens at the workplace thanks to new communication technologies and the well-being of the occupants of the workplace.
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