Newcomer Dropbox wants to become the indispensable digital desk in the company. Once launched as a simple storage service in the cloud, Tuesday's San Francisco service is set to become an innovative replacement for expensive office packages.
The start-up thus directly attacks the software giant Microsoft, but also the Internet company Google. According to the promise of the Dropbox Manager will not be lost in the future, half of the working day to find needed files, Excel spreadsheets or presentations and information in any archives or folders in cloud storage, hard drives or SD cards, this with the right recipients per Share e-mail, messenger or chat service and then check if the work has been done.
At the same time Dropbox wants to help keep track of the various communication channels, so you do not miss something important, if the boss has something Slack shared or instructed by Skype. "The flood of cloud files and a variety of work apps can make the daily work seem at times today like trying not to go down," says IDC analyst Marci Maddox, the everyday life of many office workers together.
"Work is more and more scattered," says Drew Houston, CEO and co-founder of Dropbox. "We work with apps that do not communicate with each other." With around 35 apps a day, one employee or digital worker juggles per day, according to a study. This is where the new collection desktop comes into play. The Messenger Slack and the Videoconferencing service Zoom are integrated, both can be activated with a few clicks and automatically used with the persons in the contact directory.
Dropbox has also entered into a collaboration with project management start-up Atlassian, which should be completed in a few months. Then you can plan, create, execute and monitor complex projects from scratch right out of the box. The Dropbox desktop app, which can be downloaded as a pre-release version, has been completely redesigned. Folder-grouped files can now be pinpointed so they can be viewed instantly. Comments in a Word file appear at the "desktop border" without having to open the file. If in doubt, you can also respond immediately without opening the file.
With this new approach, Dropbox seeks to escape the arbitrariness trap: Dropbox faces the problem that the company's services are built on platforms that can not be controlled by Dropbox itself. Saving data in the cloud is based on the infrastructure of Microsoft, Google or Amazon. Saving in the cloud is just a small feature among many for the big corporation. The young startups like Dropbox or Box.com play a game here that they can never win against the Goliaths in the industry.
That's why they try to sell themselves as much as possible. For example, Box.com specializes in artificial intelligence and machine learning that make their customers' infinite data more valuable and useful and irreplaceable.
Dropbox wants to bring itself now as an indispensable integrator between countless basic apps and end customer in the professional everyday life into the play. That is not dangerous. In the end, the young company simply settles on Google Docs, even though it's now integrated with Dropbox. In addition, Dropbox will compete against Microsoft and its newly designed Office 365, including the chat service "Teams", or against platforms such as the sales giant Salesforce.
Dropbox manager Houston faces a major challenge: his company needs to find a sustainable path to growth and profitability. In the first quarter of 2019, the net loss was still at $ 7.7 million despite high growth. The share price has a wild roller coaster ride behind and is after a short soaring time again practically on the level of Erstnotierung arrived. Firmly anchored in the corporate sector would be a guarantee of increasing sales – when free Dropbox accounts are increasingly being converted into paid business accounts.