Only a day after Box CEO Aaron Levie said he doesn't see Google Drive as a competitor, Box rolls out major enhancements to its application programming interface and the Box OneCloud App to App Framework.
At the end of 2011, Box announced its Box Innovation Network, /bin, a platform for developers building off the Box platform. Then in the first quarter of 2012, Box unveiled Box OneCloud, a mobile framework that connects mobile content with apps.
Now Box is announcing a new generation of Box Platform products, technologies the company develops to help third-party products integrate with Box content.
Peter Rexer, Senior Platform Product Manager at Box, explains the API updates in a post on the company's developer blog. Rexer says that the company wanted the API to be easier for first-time developers to access, easier to comprehend the concepts, more customizable for "power-API users" and have fewer unused features. Basically, the API needed an overhaul.
Rexer says that in addition to building a pragmatic RESTful API, the company also improved its documentation.
Box also announced Instant Mode:
Instant Mode makes it far easier for Box customers and partners to instantly deploy Box for cloud content and collaboration as part of the services they offer to their users."
Finally, the company updated its Box OneCloud App to App Framework to make it easier for developers to connect their mobile apps into Box OneCloud. When Box OneCloud rolled out in March 2012, it offered 30+ iOS apps, and today the company unveiled 15 more. The new apps include CloudOn, which brings Microsoft Office to iPads; Breezy, a printing solution; iAnnotate for PDF annotations and Handshake, a sales catalog and order fulfillment application.
Box continues adding to its collection of partners, which now includes General Assembly and TechStars. The company says it will work with the organizations to provide mentorship and assist early-stage tech companies in New York.
Box CEO Aaron Levie thinks that organizations want to work with companies like Box, which focuses on its collaboration and storage platform, over companies like Google, which has products ranging from advertising and search to mobile and cars. He might not acknowledge Google as a competitor right now, but he's making sure Box remains attractive to developers and appealing for partners.