Box Mimics the Consumer Web to Challenge IBM in the Cloud

Aaron Levie at the Box World Tour in San Francisco Photograph by Nick Stern, Courtesy Box

Aaron Levie created Box, a startup that sells online data storage to companies such as DirecTV and Procter & Gamble, mainly with consumers in mind. He ordered up a website that would be easy for customers to navigate. Levie gives away Box’s basic product for free and the company’s Los Altos, Calif., headquarters even boasts orange hammocks and a giant yellow slide.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.