FujiFilm's Instax Prints Out Your Mobile Photos Polaroid-Style

By SAM RUTHERFORDSmartphones and social media have made it easier than ever before to send pictures to family and friends, but nothing can truly replace sharing a real photo. That’s where FujiFilm’s Instax Share Printer 2 comes in: the portable device connects to your smartphone over Wi-Fi and spits out instant photos like an old school Polaroid camera.In practice, the $200 SP-2 couldn’t be easier to use. All you have to do is turn the printer on and connect to it to your phone like you would for any Wi-Fi network. Then you can use FujiFilm’s Instax Share app (available for free on iOS and Android) to print out a new pic, anything from your existing gallery, or something from a social media site such as Facebook, Instagram or Weibo.  

'Well-known co-working company' eyes space in a new Bellevue tower

'Well-known co-working company' eyes space in a new Bellevue towerBy KAREN DUCEY
Among commercial real estate brokers, it's rumored that WeWork, a global company that offers co-working spaces, is looking at leasing space in a new Bellevue office tower. WeWork has three locations in Seattle, including this one in South Lake Union.

A recent report further feeds the rumor that co-working company WeWorkplans to lease a good amount of space in the 400 Lincoln Square office tower that's going up in downtown Bellevue.

The rumor has been making the rounds for months, and comes at time when co-working is becoming more popular nationally and rental rates for short-term office space in Washington state are increasing significantly.

The Instant Group, a global company that tracks the co-working industry, says it cost an average of $794 a month to rent a desk from a co-working company in Washington last year. That was ninth highest in the country, and 14 percent more than in 2014.

So it's not surprising that WeWork might be looking for space on the Eastside. The company, which is now valued at $16 billion by its investors, has three locations in the Puget Sound region, all in Seattle.

Commercial real estate company CBRE (NYSE: CBG) reports that "a well-known co-working company with offices in Seattle recently expressed interest in several floors of a building under construction in the Bellevue central business district."

Two towers are under construction in Bellevue, the 31-story Lincoln Square and the 16-story Centre 425, though talk among commercial real estate brokers is that WeWork is looking at Lincoln. Asked about that in February, a WeWork spokesperson said the company had no comment. We reached out again on Tuesday and will update this post when we hear back.

Around the world, WeWork has 66 locations. Those spaces are home to more than 9,000 businesses and more than 40,000 members, representing growth of 225 percent in 2015, according to the Instant Group. Membership is not restricted to startups, according to Instant Group, which reported that WeWork is proving "highly popular with corporate occupiers, such asMicrosoft" (Nasdaq: MSFT).

Instant Group reported that statewide last year, there were a total of 83 co-working centers in Washington, or 4 percent more than in 2014.

In Seattle, there were 41 centers in 2015, the same as the year before, but it looks as though that will change. CBRE reported that two unnamed co-working companies are looking downtown for additional locations.

The rise of "the contingent workforce" along with demand by corporate occupiers drove the co-working industry nationally in 2015. Co-working grew more than 10 percent across the United States and centers that offer both executive suites and co-working spaces expanded by nearly 13 percent last year, according to the Instant Group.

New study shows that co-working, flexible office space is on the rise

By Dan Rafter

An example, in New York City, of co-working space. (Image provided by The Instant Group.)

U.S. office buildings are more frequently offering tenants co-working space today, office space that employees from several different companies share as a way to save on the cost of space and equipment.According to the 2016 Flexible Workspace Review released in May by The Instant Group, co-working grew more than 10 percent across the United States last year. Office buildings offering co-working space and executive suites — offices that independent contractors or other workers can rent for a limited time — grew by 12.9 percent.The Instant Group said that the total flexible workspace market grew by an average of 4.3 percent last year, with 3,596 combination centers now offering co-working spaces and executive suites. The United States leads the world in this kind of workspace, with the United Kingdom in second place with 3,290 combination centers.The increase in buildings offering some form of co-working is four times higher than that of the growth of conventional executive suites, which increased by only 3.4 percent during the same time period.“Co-working has proven to be a powerful driver of the market in the United States,” said Tim Rodber, chief executive officer of the The Instant Group, in a statement. “Co-working benefitted from early adoption by tech and media firms that have, in turn, done a marvelous job of promoting shared workspace and collaboration between start-ups and established firms.”Rodber says that the growth of co-working and shared office spaces is showing no signs of slowing.“What we are seeing is a broad expansion of flexible workspace solutions as companies of all sizes seek out collaborative workspaces that challenge the conventional office market,” Rodber said.Tenants in all markets don’t have equal access to co-working spaces, though. According to the study, the U.S. flexible workspace market is still relatively concentrated, with 50 percent of the total market for this kind of office space located in just five states. The same 50 percent of the market is also concentrated in just 50 cities across the country.Not surprisingly, given its reputation for tech start-ups, California leads the way as the state with the most flexible office space and the largest number of dedicated co-working spaces. According to The Instant Group, there are now 103 “pure” co-working spaces in California, a number that more than doubles that of any other state in the United States. These centers are devoted solely to co-working.New York City continues to have the most expensive flexible work space in the country, with desks costing $1,047 to rent on average each month. Washington D.C. offers pricey flexible work space, too, with an average workstation rate of $1,022 a month. That’s an increase of 17.2 percent when compared to one year earlier.In the Midwest, Illinois has the largest number of co-working centers, 145 according to The Instant Group. That’s a year-over-year increase of 5.4 percent. The average desk rate for co-working space in the state is $709 a month, according to The Instant Group.Chicago, not surprisingly, led the way in the state, with 116 co-working centers with an average monthly desk rate of $839.Ohio boasted the second-highest number of co-working spaces in the Midwest, according to The Instant Group’s report. The state had 70 co-working centers with an average desk rate of $588 a month. Michigan had 61 co-working centers with an average monthly desk rate of $643. Minnesota had 45 co-working centers, according to the report, a jump of 7.1 percent. The average desk rate here was $701 a month, while Tennessee had 56 centers with an average monthly desk rate of $652.

Coworking: No Longer Synonymous with Open Space

The Instant Group’s latest flexible workspace research brings forth the case of coworking, how it’s boomed in the last several years, and where it appears to be going. Coworking is typically associated with open and shared workspace and, up until recent years, this is exactly what coworking had been: an open-plan layout space with shared desks available for use. However, the last couple of years have brought about some changes to the concept of coworking.What we are starting to observe today in coworking spaces is that they are no longer purely open and shared workspaces; they’re turning into hybrid models that incorporate individual offices as well as shared desks in their design.Deskmag’s latest survey results shows that there has been an increase in demand of dedicated desks and private offices. Deskmag’s data shows that in the US 23% of a coworking space is private offices, while globally speaking the percentage is a bit lower, at 18%. Furthermore, only 13% of coworking centers participating in the survey claim to be fully shared workspace.The Instant Group’s research draws attention to this and mentions WeWork’s situation as an example. WeWork is now present as a coworking operator in various major cities around the world. Yet, WeWork isn’t purely a coworking space.“Despite its synonymy with coworking, WeWork’s provision of space varies to include the provision of private desk space, which appeals to growing SMEs and corporate occupiers alike.”According to Instant, WeWork’s layout design is a response to market needs:“WeWork has responded quickly to the varied demands of occupiers, many of which fall outside the traditional coworking model of shared space but which retain the desire for flexible, collaborative places to work.”A claim that can be backed up by Deskmag’s findings and a topic that we’ve covered a couple of times here in OfficingToday.WeWork is by no means the only operator adapting to market needs and changes. Instant’s report also states that “many spaces that were previously dedicated exclusively to executive suites now offer collaborative, open-plan space with breakout areas that facilitate occupier dialogue and collaboration.” This type of flexible workspaces, also known as hybrid models, currently make up 10% of the flexible workspace industry in the US.So, is this to say that coworking is moving towards a more private and dedicated space approach? Maybe.Coworking has been around long enough by now for operators to realize that the fully open-space layout might not be the answer afterall. Like Jerome Chang mentioned recently during a presentation: “the ‘work’ part of coworking should be as attractive as the ‘co’ part.”“The focus given to collaboration in flexible workspace is already having one repercussion and that is the growing provision of spaces for concentration. This is already being seen by workspace designers who are viewing the latest corporate briefs, the need to move to a more focused space and work in isolation is now being introduced by flexible workspace operators.”As for profitability, there isn’t any data reported yet that clarifies which type of space brings more profit. However, we do have Coco Coworking co-founders’ say on the matter. During their ALLGCUC Conference presentation they commented how: “dedicated spaces are the most stable, while flex members are less stable and more cost sensitive.”Regardless of whether coworking is open-spaced or not, fact remains that it’s a trend that will continue to grow and evolve as it adapts to market demands and needs. Though hybrid models are starting to grow and become more popular, data suggests that these spaces will continue to brand themselves as ‘coworking spaces’.Image via Industrious, a coworking operator with hybrid design. 

D.C. trails only New York City in flexible workspace costs

Daniel J. Sernovitz, Staff Reporter 

The D.C. region has emerged as one of the most expensive cities in the nation for co-working spaces, behind only New York City, as the popularity of those kinds of flexible workspace options continues to rise in the District and cities across the U.S.

It costs an average of $1,022 per month for a desk at one of these centers in the D.C. area, compared with the Big Apple at $1,047, according to new data by market research firm The Instant Group. That represents a 17.2 percent spike in D.C.'s per-desk costs, and that leads Instant Group to conclude there is enough demand to support much more growth without slowing down the rapid increase in pricing.

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Co-working centers like WeWork's space at 1875 Connecticut Ave. NW near Dupont Circle… more

Washington isn't the only city seeing such explosive growth, however, as Chicago, Denver, Philadelphia and Portland, Oregon, have also seen increases of 17 percent or more in the past year.

The notion shouldn't come as much of a surprise given the sharp uptick in co-working activity. WeWork might be leading that wave: It recently opened its new combination WeWork/WeLive center in Crystal City and has also committed to several other sites including Dupont Circle and the U Street corridor. Instant Group estimates there are about 55 such flexible workspace centers in D.C., an increase of about 7.3 percent.

The rise in popularity of co-working sites is a welcome development for the D.C. region's sluggish overall office market. Big space users such as law firms have been downsizing and moving to new, more efficient buildings, so co-working operations are picking up some slack. Such was the case for Boston Properties, which signed WeWork to a 117,000-square-foot lease at Metropolitan Square to offset the loss of Miller & Chevalier Chartered.

Co-working centers, however, still comprise less than a percent of the D.C. region's 387.3 million-square-foot office market, according to CBRE.

Daniel J. Sernovitz covers commercial real estate.

Seattle named a top city for co-working spaces

Rachel Lerman

The Coterie Worklounge in downtown Seattle is a former bank that has been converted to a co-working space. Seattle is one of the top five cities in the U.S. for the growing trend of shared office space. (Steve Ringman / The Seattle Times)

The growing trend of co-working, or shared office space, is seen in Seattle, where 41 centers are established. Washington has 83 co-working centers, according to a study by The Instant Group.

Seattle is one of the top five cities in the U.S. for the growing trend of co-working, or shared office space where workers can rent desks and conference rooms and make use of Internet access and a collaborative environment.Washington has 83 co-working centers, according to a real-estate study, and that number is growing every year.Forty-one co-working centers are established in Seattle, the study from commercial real-estate-research firm The Instant Group reports. Seattle is joined by New York, San Francisco, Austin and Los Angeles on a list of the cities with the most co-working spaces.Washington is outpaced by California, which has 616 co-working spaces, driven by the flourishing tech economy in Silicon Valley.A report from the Government Accountability Office shows more than 40 percent of the U.S. workforce is made up of freelancers. That number is likely higher in tech centers, where startups and contractors often rent desks in co-working spaces.WeWork, which has three locations in Seattle, is one of the best-known spaces for tech co-working. It has been joined in Seattle in recent years by companies that similarly appeal to tech tenants, as well as spaces made for artists, lawyers and others.A desk at a co-working space in Washington costs an average of $794 per month, the Instant study says, though rates listed on popular co-working websites suggest that number is closer to $300 to $400 per month, depending on services included.

The Future of Work: Report on Changing Office Spaces Signals Shifts in the U.S. Economy

An exhaustive analysis of flexible workspaces and coworking underlines big shifts in how we work todayBY PATRICK SISSON

Coworking and flexible workspaces are more than just the latest trend, or a new driver of the office space market. According to an exhaustive report released this week by The Instant Group, the strong growth in this sector, increasing nationally at a rate of 10 percent last year to encompass nearly 4,000 locations across the United States, reflects larger shifts in how we work. With more then 40 percent of the American workforce employed on a contingency basis, according to the report, and an increasing number of larger corporations, such as Verizon and Microsoft, buying into the concept of community- and collaboration-oriented workspaces, expect the market for these spaces to continue to expand rapidly.

Not surprisingly, the flexible office and coworking market still clusters around a handful of big metropolitan areas, with half the market in just 50 cities, mostly driven by the growth of TAMI (technology, advertising, media, and information technology) firms. Both San Francisco, which saw a 11.5% increase in desk space last year, and Washington, D.C., which saw a 17.2% jump, are prime examples. 

What may be surprising is just how much of the growth in this industry comes from corporate clients, as opposed to the freelances, tech entrepreneurs, and small businesses often portrayed as the natural occupiers for these environments. Instant's report notes that 79% of the companies making deals for spaces of 40 desks or more have been large corporations, and the number of deals of this size have tripled over the last two years, driven by demand from the corporate sector. WeWork, for instance, is hugely popular with Microsoft, according to the report.

A comparison of year-over-year growth shows many secondary cities posting strong growth in flexible and coworking spaces.

The Instant Group

This increased demand has been a boon to landlords, who have now been given a new means to market, rent, and profit off their investments. New York City provides a great case study. Pent-up post-recession demand had led to a boom in office space construction—26 million square feet of new space is scheduled for completion—and with older stock unsuitable for the needs of modern tenants, many are turning to flexible or coworking-type layouts, featuring higher density, open spaces with collaborative break-out areas. 

Models differ considerably within the industry, with big players, defined as companies with more than 50 locations such as Regus and WeWork, making up on 30% of a fragmented market. The majority of new spaces have been opened by small businesses or landlords looking to activate dormant office space, creating a competitive market with extensive consumer choice. 

"The coworking model is highly nuanced and differs considerably across the US," said Michelle Bodick, Managing Director of Instant US. "The focus of the facilities we surveyed varies enormously; some are aimed at building local communities of artisans or minorities together [those aimed at particular trades or demographics], but also drop-in membership provision for people who want somewhere to work for an hour."

While WeWork continues to grab the headlines, it’s relatively small (66 locations, 2 million square foot of office space), compared to established owner Regus, which operates 3,000 centers globally in 900 cities and is pivoting towards providing more and more flexible space. The company opened its 1,000th U.S. location last year, has begun to install community managers in its office centers, and recently acquired Spaces, a Dutch coworking company, with plans to establish the brand in the United States (it’s already opened a handful of locations in California). 

As Regus’s growth suggests, the U.S. is certainly not alone in embracing a new type of workspace. The global market for flexible workspace now totals $21 billion, due to a compound growth rate of 21% over the past five years. 

Looking ahead, Instant forecasts increased U.S. growth in this agile sector, especially in secondary markets that are both near a primary city, such as Delray Beach or Encino, and have an industrial or manufacturing history (which means plenty of large factories and industrials spaces ripe for conversion).  More corporate clients are turning to this kind of space for innovation labs and in-house incubators, and the desire for a different experience with more networking opportunities means more demand for operators large and small. Looks like the old-fashioned dream of a corner office may need to be reconsidered.

Drinking from the Fire Hose: Social Media on Campus

By Phil HarrisUniversities and campuses realize that it is more important than ever to listen to and engage with social media for the safety and protection of students, staff and visitors. There are many social media analytics and situational awareness platforms that exist today, and education administrations all over the world utilize these tools for risk mitigation strategies. Athletics, Student Life, Community Relations and Campus Safety departments, for example, are creating processes and procedures around the use of social media in daily operations.The amount of social media data is massive and continues to grow daily. Large social channels like Twitter and YouTube report seeing more than 500 million posts per day and over 1 billion monthly active users. Social media has completely transformed the way people all over the world communicate, especially young adults. Over 90 percent of young adults ages 18-29 are active on social media today, up from only 12 percent in 2005 (Source: Pew Research, 2015).College students are early adopters of emerging social media channels as well as active users of the most popular channels. The result is an abundance of social data on college campuses that can provide administrators with an extra layer of information to predict developing topics and trends, analyze behaviors, and act on real-time conversations to drive engagement and maintain safety. With so much at stake, administrators and other campus departments must add social intelligence to ensure a secure environment. Each department can utilize social data in different and specific ways to mitigate risk throughout all campus activities.

Athletic Departments

Faced with providing a fun experience for students, fans and visitors at every event, event staff can engage directly on social media to provide special offers and address complaints or issues. Even more important is maintaining a safe environment for attendees and participating athletes. Social media can often reveal plans for, or witnesses to, altercations between fans or disruptions to the game before security staff is even aware. Identifying this content quickly through a real-time platform and understanding crowd sentiment improves response times and allows for more efficient allocation of resources. Media credential and ticket sharing on social media has also become an issue, especially at large universities and high-profile games. By easily identifying when and where these types of posts occur, counterfeiting or incidents of unapproved event access decrease.

Student Life / Student Affairs Departments

Multiple campus activities are happening every day on campus, and while administrators of Student Life/Student Affairs can’t be everywhere at once, they can understand what is happening and engage with students via social media. Analytics tools enable listening of social media in a variety of ways – by location, keyword, topic and more. Depending on the campus activities, Student Life professionals can focus on the topics or locations that matter most. Understanding sentiment surrounding campus activities makes it possible to predict trends or potential issues and mitigate risk before any problems develop. In addition, social media is an outlet for many students who might need assistance. Posts that reveal signs of mental health issues, substance abuse or violence are important for Student Affairs professionals to engage in and provide assistance. Identifying and evaluating these situations is vital for student well-being and safety on campus.

Community Relations / Campus Safety

Depending on the size of the school, campuses can have thousands or millions of visitors each year. Community relations and campus safety departments want to ensure that each person who steps on campus has a good experience. Social media can play a big part in that. Engaging with visitors on social media about activities on campus, news, and announcements, special promotions or other information enhances the overall visit. Conversations about campus can sometimes span globally, so understanding international trends and conversations are also important. Should situations such as protests or riots arise, Community Relations departments need to stay ahead of and manage conversations on social media that could have local and global implications. Protecting the university brand and reputation is important for all departments, as it will have an impact on all activities across campus.With real-time information and alerts, internal and external threats to campus can be prevented. Crisis situations such as active shooters on campus are all too common in today’s world. Social media provides additional intelligence and situational awareness to safety officials working to protect everyone. Information from social media that might otherwise go unnoticed is often integral to campus investigations.

Best Practices

Each campus should implement a specific social media strategy based on its unique environment and size; however, every school can utilize best practices for more effective implementation and day-to-day use. Here are five ways to ensure campus engagement on social media mitigates risk and drives engagement:

• Start with Location: By narrowing the location focus of social media, social data from specific campus locations (buildings, streets, arenas, parking lots, etc.) as well as surrounding areas of campus, provides the most actionable information. Administrators should first focus locally, then take into consideration national or global trends for the most success.
• Real-Time: Monitoring content as it’s created improves response time and efficiency. Many campuses have a command center or operations center that listens and analyzes many different data sources 24/7. Social media platforms that deliver real-time content and analytics provide instant intelligence to inform decisions about resource deployment and response strategies.
• Automate: Effectively detecting the signals from the noise can be a full-time job without automated alerts to provide the most actionable posts. Alerts can be generated on many platforms based on keyword, user or even emoji. With these alerts, officials can more effectively respond to social media activity and mitigate risk.
• Analyze: Mining archived data to identify keyword trends, time-based activity, influential posters, activity trends, social media sources and more enhances real-time and future responses for the most effective strategies. In addition to historic data analysis, applying date, time, keyword, username and network filters allows for quick access to the most relevant content in real-time.
• Go Mobile: Mobile applications of social media intelligence platforms enhance the information sharing between departments and greatly improve situational awareness for teams on the go. Information can be sent directly to mobile devices of team members in the field, ensuring faster and more effective responses.

Social media provides important insights to a variety of departments on campuses. Athletics, Student Life, Community Relations and Campus Safety departments are only some of the many departments that benefit from the intelligence that comes from social media. Administrators and safety officials not listening and engaging in the social conversations on campus miss a critical data source for keeping students, staff and visitors safe. In today’s world, it is more important than ever for campuses everywhere to pay attention to all sources of intelligence and put social media to work, using analytics and situational awareness tools as part of risk mitigation strategies. Social media will continue to grow and evolve. Stay ahead of the trends and protect campus by paying attention to the social conversations happening every minute. About the Author:Phil Harris, CEO and co-founder of Geofeedia. Harris has a long history of operating high-growth businesses. From 1994 to 1996, he worked with one of the largest cable operators, Continental Cablevision (now Time Warner), to develop their Internet broadband strategy. From 1996 to 1998, Harris served on the senior management teams of such ventures as Move.com and Match.com. From 1998 to 2000, he was the SVP of Corporate Development at priceline.com (NYSE: PCLN) where he led a variety of strategic initiatives prior to its IPO. Harris graduated from Ohio State University in 1991 and received his MBA from Harvard University in 1996.

Consumer Desire For Personalization Collides With Privacy Concerns — With Marketers In The Middle

As Geofeedia preps the full roll out of its place-based ad offering, VP Product R.J. Talyor says brands are winning the war against the ‘creep factor’ — making location matter more than ever.By Lauryn ChamberlainAs location ad targeting has become more sophisticated, many consumers have still remained cautious at best when it comes to sharing their location.But the rise of Uber, Postmates, and other on-demand services has helped to turn the tide; as users have grown accustomed to sharing location signals to power the everyday aspects of their lives, so dawns an understanding of the personalized experience that can be created through being open about location in a variety of contexts.“More than ever, our consumers are interested in sharing their location data,” said R.J. Talyor, Geofeedia’s VP Product. “They know that it can be used to create a more personalized and better experience.”GeoMarketing: Why is location so crucial to how marketers connect with consumers? How do you view the state of the location ecosystem today?R.J. Talyor: Why location? The short answer is because of how much context and location can mean together.We always talk about the ‘right message at the right time to the right person at the right place’… but that ‘right place’ has never been more accessible than now. Before, the ‘right place’ was always the local store where you go.Now, consumers go to a marketers’ website. They go to the app. They go to the store. They go to competitor stores. Because of all that, the right place is really anywhere. This is where contextual location comes in: Marketers have to understand what each place is and what the context of the individual is right then. We’re to the point of being able to understand a place, not just target it. That’s how you deliver the message with the most impact.More than ever, our consumers are interested in sharing their location data because they know that it can be used to create a more personalized and better experience. In fact, [apps like Uber], etc. have really made a difference in getting customers used to sharing their location for [basic purposes], and then it can become something more. And it has.That, personally, I find completely fascinating. I think it’s a turning point for our industry.Going forward, we [in the ecosystem] all need to be transparent about privacy and how we use the data. How we don’t use the data. It’s one of those things that we’re learning along the way. That’s where I personally I think I find a lot of value, career-wise.How do you deliver that kind of transparency to fight the ‘creep factor?’First up, it’s all about permission and never violating that permission. I really found that that’s a guiding principal across my entire career. First permission, and then the second piece is expectation setting. Beyond just getting permission, marketers have to make sure to say, ‘Hey, here’s how I want to use this data.’ Again, not going beyond that.Then the third conversation is around value. Consumers need to receive something of value in exchange for sharing anything, whether it’s their first name or their email address or their location. They’re more willing to continue to do that, and then they tell their friends and speak in good ways about location sharing, and that’s how understanding really grows.We’re going to continue to grow this industry together, and that’s certainly the way that we think about things here at Geofeedia as well.How does the forthcoming Geofeedia Ads product, coming later this spring, fit into the space?Geofeedia ads will work to help marketers to optimize their social ads based on location data, and we’re seeing great results from testing it so far. It gets location data from geo-tagged posts [and uses it to better target] advertising on social networks.It’s about bringing together social media marketing with contextual location, which is important for all the reasons we just talked about.We also are working on a huge set of enterprise capabilities. We know that many people are interested in using location data, and they want to use it in different ways, and they’re all interested in different locations.What we’re really interested in within in the space is expanding the location signal that Geofeedia currently captures just from social. We to marry that up data up with other location signals coming from apps, or coming from IoT, or coming from any area.The goal is to really help complete the picture for organizations who want to take action on that location intelligence.Last question: We’ve talked a lot about how much “place” matters. So, what’s your favorite location?Interesting. My favorite place is the Embankment Tube Stop in London, UK.

Five Minutes With: Phil Harris, CEO of Geofeedia

What are your biggest opportunities & challenges in marketing tech for next 12-24 months?The largest opportunity and challenge is presented within the application of location data. Today, organizations don't always understand that social data can be analyzed by location, andour mission at Geofeedia is to open those opportunities location-based opportunities ranging from business intelligence to customer service to marketing. What keeps your clients up at night?Many of our customers are overwhelmed by keeping up with their daily responsibilities, and they fear missing the important opportunity or risk that will affect their business. It's true across a variety of customers including retail organizations, transportation groups, hotel chains and even college campuses. With hundreds of vendors contacting them, they're not able to take the time to discern which technology presents incremental value for their goals.What's the hardest thing to educate clients about?With the proliferation of smartphones, there is more data to act on than ever before. And the younger generation's adoption of technology is changing marketing faster than marketers can keep up. Educating clients about what's current, available and possible--like location data--can be the greatest challenge.What are some unmet needs in marketing technology landscape?With location technology, marketers can "go beyond the keyword and hashtag" to listen and engage with consumers by location. We call location-based listening the "other half of social listening," since it can open up possibilities for events, retail establishments, brand activations, new store openings and more.What social network do you anticipate accelerating growth in the next year?The adoption of Instagram has been explosive and continues to grow. Our customers tell us Instagram will continue to grow quickly for everything from listening, engagement, customer service and marketing use cases.