Box Mimics the Consumer Web to Challenge IBM in the Cloud - Businessweek

Box aims high

"For companies such as Box, the business-building approach is often the same: Design simple software while outsourcing costly computing tasks to the cloud—and then induce people to try free or inexpensive versions of a product before getting their colleagues to use it more widely at work. Those tactics have helped Box attract $162 million in funding while vying against big, entrenched incumbents with varied offerings, Levie says. “The market that would be paying for this technology would be people that are normally spending with Oracle, IBM, and EMC (EMC),” says Levie, 27. “We can use the huge network effects of the consumer world and mobile to reach their customers.”"

Box Mimics the Consumer Web to Challenge IBM in the Cloud - Businessweek