When Aaron Levie co-founded Box in 2004, he envisioned how businesses would benefit from cloud storage and file sharing—improved data access and collaboration—and, since few vendors grasped this, Box cashed in when this technology got popular years later.However, this market is now wholly commoditized. There’s a merciless price war and many vendors, including Google and Microsoft, now compete with Box, so pitching a plain vanilla offering no longer cuts it.Levie and his lieutenants have been preparing for this moment for years, and last week their strategy to extend Box into document, content and business process management became clearer and more concrete. What’s not clear is whether the scrappy vendor will be able to survive this transformation and carry on being a thorn in the side of its bigger rivals.To read this article in full or to leave a comment, please click here