Update, 2:35pm: Hour after we posted this, Box announced it had filed for an IPO. Here's some of what Dropbox needs to do to compete with Box for the enterprise market.
Watch your back, Box. That’s the message from Dropbox to its long-time rival when the file-sharing service recently announced it will soon separate personal accounts from business accounts, and is working on other features to make the service more attractive to enterprise clients. And while Dropbox’s long-held enterprise aspirations have been no secret, it’s struggled to be perceived by larger companies as anything more than a consumer tool.
Our message to Dropbox: Time for a new communications strategy.
Dropbox’s first attack on the enterprise space occurred last April when it launched Dropbox for Business, a revamped version of its less aspirationally titled Dropbox for Teams product. While the company has since doubled its business customers (now 4 million, up from 2 million last year), Dropbox still has some serious work to do to show it can go head-to-head with Box and corporate servers of yesteryear.
To prove it can compete as an enterprise offering, Dropbox’s communications and PR moving forward will need to stay laser-focused on its enterprise message, even eschewing more consumer-facing media opportunities. That means more presence at enterprise technology events, constant updates on what the company is doing to meet the needs of enterprise, new executive hires, and last but not least, updating its messaging across all its web properties to reflect the new focus of the company.
Because just for starters, if you want to go after enterprise, Dropbox’s “Your stuff, anywhere,” as is currently emblazoned on its homepage and its Twitter handle, simply won’t do.