Box Paid $172 Million to Lure New Users With Freebies Last Year

Aaron Levie, Box's co-founder and chief executive officer Photograph by Peter DaSilva/The New York Times via Redux

Box, the online storage startup led by the man who also runs what might be the best Twitter feed of any Silicon Valley executive, knows what it’s up against. In its S-1 filing, which was filed privately but made public Monday, the company listed Dropbox, Microsoft, and Google as competitors, along with the inclination that many large businesses harbor to build their own software.

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