Dropbox launches new Enterprise edition at its Dropbox Open conflab. But rival Box, Inc. is throwing shade with fighting talk.

Dropbox CEO Drew Houston says his company is about more than just B2C cloud sync now. But Box CEO Aaron Levie is trying to spoil Drew's party, with his cruel, hurtful words.

Children, children. Please. Play nice, would ya?

In IT Blogwatch, bloggers remember-remember. Not to mention: Don’t try this at home, kids...

Your humble blogwatcher curated these bloggy bits for your entertainment.

[Developing story: Updated 5:56 am and 8:41 am PT with more comment]



Rachel King rules, dude:

Dropbox wants investors and analysts to know how serious it is about...corporate customers.

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At the...Dropbox Open customer summit on Wednesday, Houston defended against criticism that [it] only caters to consumers.

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CEO and co-founder Drew Houston...described Dropbox Enterprise as "our most powerful set of tools for our largest customers, ever." MORE



Mark “Marky” Mark Wilson’s words:

Building on the idea of Dropbox Business, Dropbox Enterprise is aimed at larger organizations and includes a new set of security and admin tools.

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It affords administrators the ability to easily migrate personal accounts to enterprise accounts, and provide the tools needed to monitor how Dropbox is being used.

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[They can] lock a user out of their account without deleting...files. Admins also gain the ability to log in as another user.

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The company also launched [an] updated version of Dropbox's API that makes it easier for developers to build apps. MORE



Another new API, you say? Isn't that #3? Owen Thomas sounds frustrated:

Dropbox has seemed busier lately making plans to shut down APIs than rolling out its new ones.

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Dropbox [keeps] changing its message. ... Dropbox has, in turns, courted mobile-app developers...then consumers [and now] large businesses.

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Salesforce CEO Marc Benioff...appeared for a fireside chat. ... Benioff's presence appears to be mandatory at events held by fast-growing business-software startups. [He said] what a great conference it was before the first hour of the event had passed.

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COO Dennis Woodside...signaled that Dropbox's priority was making it easier for the Dropbox service to fit into corporate IT. [That's] where the money is. MORE



But rival CEO Aaron Levie is scathing:

Any time you ever want to see what Dropbox will do next, look for what [Box] did 3-5 years ago. MORE



Day-um. Dropbox designer Tim van Damme shoots back:

I always appreciate your opinions, but this is a cheap shot. MORE



Wow, Brian Fagioli is really full of beans: [You're fired -Ed.]

Wow, how very childish and amateurish. You are a CEO? Really? MORE



Meanwhile, cue the Kyun Chung modest proposal:

Just negotiate a merger and call it a day.



You guys are fighting the suits. ... Why not join forces? MORE



Update 1: Matthew Lynley gets back on topic:

Can it be a force in the enterprise? Is it worth $10 billion? Will it hold that valuation as...the cost of storage goes to zero?

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Houston said the company had hit 150,000 paying customers, 50,000...in the past 10 months.

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It’s partnered with Symantec for loss prevention...is adding shared folders and shared links to their development API [and] a partner network.

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[This is] important for the company’s business. It has to differentiate itself from other services like Box [and] to basically sell their services not as a bucket of storage, but as a set of powerful collaboration tools that sit on top of that service. MORE



And Carmel de Amicis runs the numbers, in sweet and friendly fashion:

[It] comes as the company struggles to prove it is worth its $10 billion valuation. Some of its larger investors...have downgraded what they believe their shares are worth. Dropbox faces formidable competitors...like Google and Amazon, and some of its efforts to branch out...have struggled to find an audience.

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[So] the company is doubling down on its enterprise product...wooing more business customers. MORE



Update 2: Juli Clover rolls it over, lays it down, and does it again:

Apple's SVP of software and services Eddy Cue today spoke at the Dropbox Open conference.

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According to Cue, Apple's success in the enterprise segment is a natural evolution of its success in the consumer space. ... Things "important to the consumer"...are "important to the enterprise."

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Cue also said he believes enterprise has a long way to go to catch up on [mobile] the way consumers have.

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Houston said he couldn't wait to get his hands on an iPad Pro. ... Cue responded, "Only a few more days." MORE



And Finally...

Don’t try this at home, kids!