Box Provides Comprehensive Collaboration and Extensive Application Integration to Enhance its Content Management Offering

Box provides secure online content management and has been getting a lot of press recently. I covered Box a few years ago (see Updates Interface and Becomes More Social) but much has happen since then, so it was great to speak with Jeremy Glassenberg, Platform Manager at Box to get an update.

Jeremy’s role involves planning for new developer tools and API methods. He also works on partner integrations and helps to support customers on internal integration projects.

Jeremy Glassenberg, Platform Manager at

I first asked Jeremy for his perspective on the market excitement that Box has generated. He said that Box offers a good solution to a lot of customers. It makes it easy to move content to the cloud in a secure manner and provides a means for collaboration around this content.  Box has developed a good system for customer feedback to continue to update the product.

In addition, their CEO, Aaron Levie, has gained a reputation as a great industry spokesperson who brings a lot of fun to his communication; so his presence has enhanced their press coverage. On Twitter, Aaron describes himself as the Lead Magician (and CEO). A sampling of his tweets confirms the fun factor.

We next dove a bit more into the Box offering.

Box in the Cloud files

Box was started in 2005 as a file storage system but has grown well beyond that initial capability.  There is an intuitive interface that allows you to send links to stored content in a secure manner. Box also provides collaboration capabilities around stored content. For example, a team can have their own folder and provide comments on content, assign tasks, and most recently, provide feedback through a new “like” function. Box is also integrated into numerous mobile apps, desktop apps and web services.

I asked Jeremy to expand on their integration strategy.

He said that Box wants to be accessible anywhere a user needs them so integration is an important component of the company’s strategy. He sees three types of integrations.
  • First there are partners with their own platforms, where Box has built and continues to maintain the integrations. Those integrations are under a continuous cycle of review and iteration.
  • Second, Box provides support for an external developer community working with the Box API for a wide range of integrations.
  • And finally, there are Enterprise customers who have their own integration needs using Box services.
Box in JIRA – link, preview, edit your Box documents, all from JIRA

AppFusions worked with Box to develop packaged integrations with Atlassian Confluence and JIRA. For the Confluence integration, users can access, preview, embed, edit, upload, and monitor Box activity – all from Confluence (video | listing). The JIRA integration allows for JIRA issues to be linked to Box files directly, as well as previewed, edited, or downloaded, while never leaving JIRA (video | listing).

The integrations are available via Box Apps, and Atlassian Marketplace. AppFusions will also be releasing their Box integrations with Atlassian OnDemand, expected later this calendar year.

Jeremy said he was impressed with both the technical competence and depth of AppFusions’ integrations. He also spoke of the also good attention to the user experience, creating UIs that make sense for the business users.

Box’s success is another validation of the mass migration to the cloud. If you can provide a secure application, business relevant features, and extensive integration capabilities, CIOs and other enterprise leaders will overcome their concerns and make the move to the cloud for its nimble and cost-effective qualities.


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