In a previous age, necessity may have been the mother of invention. But today, where time has become our most precious commodity, it is convenience that is now driving our greatest innovations. If time is the new standard of currency and convenience the measure of its worth, the big question for every industry is, “how do you use both to create value for your products and services?”

For integration vendors, the answer lies in an analogy to the real estate marketing slogan “location, location, location” that first gained prominence in the early part of the last century.

According to William Safire, the phrase had its origins in 1920’s Chicago and made its way to London where it was popularized by and misattributed to the real estate magnate Lord Harold Samuel. Regardless of who said it, and whether it was uttered on the banks of the Thames or Lake Michigan, its meaning was unambiguous. That is: A property’s intrinsic worth can only be measured by its proximity to the things – schools, roads, utilities, shopping or any other amenity – that the community values.

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