“Many of our competitors’ services are itemised for their environment; people trust Dropbox, trust the brand,” says Woodside. “We’re the same price as most competing services for a terabyte of storage – our growth would indicate that people value the performance of Dropbox. And trust is a huge driver of this category. In our business in particular they want to know if they put their photos or their tax information or their birth certificate into Dropbox it’s going to be there in five years and it’s going to work regardless of what IT choices they make down the road.”