Box is starting to gain traction in one of the world's largest industries, winning more customers in advertising, digital marketing and communications. While the company is making its presence known at major events like last month's Cannes Lions International Festival of Creativity, the value proposition Box makes to companies in the advertising and marketing field are much like any other.
With more than 225,000 businesses now using Box, the company has little incentive to re-focus or produce vertical industry versions of its product. Features that have been added to the file-sharing and enterprise-collaboration platform already deliver many use cases, including those appreciated by creative professionals.
"It's not our goal to go and fulfill every single requirement that an industry might have. But we want to be the fundamental content layer where you store all your files and those files can then be surfaced in a number of different ways," says Robin Daniels, who heads up Box's enterprise cloud marketing team. Partners with access to Box's API are left to fill in the gaps with more specific industry needs.
Vector Media, an out-of-home advertising agency, and the communications consultancy Stratacomm eliminated their VPNs after moving a combined 11 terabytes of proprietary data to their Box accounts. As a result, their respective IT teams are spending less time managing infrastructure. Their focus and primary objective now is to enable greater collaboration and workflow across the workforce.
"My networking and infrastructure costs have gone down dramatically since we moved to Box," says Dan Dorato, CTO at Vector Media. "On the IT side, I don't have to have my team devoted to infrastructure. I can now have my team develop to come up with the next best idea, to come up with how to use the product better instead of just getting the product to work. Rather than putting out fires, we're now building things," Dorato says.
Vector Media's transition to Box began a couple years ago as the company was expanding into new markets and offices that found it increasingly cumbersome to share files in a bandwidth-constricted environment. "Leaving the file server behind was probably one of the smarter moves our company has done and it has really catapulted us into the next level," says Dorato.
Vector Media's 85 active users on Box are now collaborating in real-time, pulling up and revising marketing materials and pitches on the fly and leaving comments for colleagues with every change. When the company prepares to make a presentation for a new account, support staff in offices from both coasts and the heartland can now access information simultaneously and make edits remotely in a manner of minutes.
"It has made us a fast and nimble company," Dorato says. "Knowing that we have eight terabytes of our company data available in someone's pocket is outstanding stuff."
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