With its flashy CEO, Box probably generates more buzz than its size or importance in the social enterprise space merits. The company is certainly on-trend with its freemium, cloud-based, mobile, somewhat social, user-friendly entry point into enterprise collaboration. At its own event, Box is showing some more social features and an important embeddable interface strategy that could tighten its integration with other tools and potential enterprise partners.
This corner of the social enterprise is getting crowded. Differentiation will come from integration and from suites of customized products geared to different business functions and, eventually, vertical industries. Box has done well early on with integration options. It should start shifting some resources to zero in on the feature-suite approach.