SAN FRANCISCO -- Box has grown considerably in the last year, and that is plainly evident with the massive expansion of the company's annual expo, BoxWorks, which has nearly quadrupled in the number of registrants this year.
As the enterprise cloud storage provider gets bigger, a big theme (and sales pitch) for the Bay Area company is reinventing how business can be done with evolving mobile and cloud technologies.
Box's general manager of enterprise Whitney Bouck kicked off the event on Monday morning with an inspirational-like talk about how businesses can use new technologies to change the game for themselves.
Bouck cited the example of the publishing industry and how digital magazines have evolved with the proliferation of tablet computing in the last few years.
After asking the keynote audience how many of them have switched from reading magazines they used to subscribe to in print on tablets now (most of them responded affirmatively), Bouck argued that this has worked because publishers didn't simply slap a PDF version of a magazine on a tablet -- they reinvented it.
Thus, Bouck explained that reinventing the game with technology revolves around three factors: Better experience, mobility and the cloud.
From there, that breaks down further, taking into account three groups that businesses need to think about when revamping themselves with these technologies.
- Employees: Use the idea of frictionless communication to enable employees to participate in real-time decision making using the technology they want to use on their mobile devices and the cloud.
- Partners: Make them an integral partner and seamless participants wherever it makes sense, from design to delivery to go-to-market on new products. Offer the same tools across the organization from internal to partners.
- Customers: Your customers evangelizing your product is the best advertising, and it's much better coming out of a customers mouth instead of yours. Essentially, make them feel part of a relationship and involve them in the process, much like you would employees or partners.
Bouck outlined some of the investments that Box is making to break down barriers that might exist to enabling these changes, including Box's recently introduced new security features such as multi-factor authentication with new admin controls for mobile devices.
Bouck also discussed the new partnership with Proofpoint for data loss protection, which is delivered through the cloud for protecting confidential information in conjunction with use of the Box API.
Essentially, Bouck said that Box's responsibility is to make content collaboration easy and secure.
"Content has become the currency of modern business," Bouck said, adding that it has to be an asset that you can take full advantage of as well as protect.