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Egnyte Launches Aggressive Campaign to Poach Box Customers

Egnyte is targeting customers of Box by pitching itself as the leading cloud storage provider for business.

When it comes to cloud storage and file sharing, Dropbox seems to be the undisputed champion on the consumer side. But, for business customers looking for a more robust cloud storage service and better management tools, Box is a clear leader. Egnyte wants to change that, though, and it's going for the jugular with its Box Buster Buyout program.

Egnyte's press release Monday announcing the Box Buster Buyout lists a number of reasons that Egnyte believes make it a better cloud storage choice for businesses. The press release uses some snarky reverse psychology to emphasize the points, but the underlying issues may be real concerns for many businesses.

Essentially, Egnyte says that if you would rather sidestep IT protocol, or don't even have an IT department to answer to, then use Box. If you're OK with a pure cloud solution and your businesses doesn't need mapped drive access, then use Box. If you don't mind being limited by a maximum file size, then use Box. You get the idea.

Egnyte uses a hybrid approach combining both on-premise and cloud-based storage. It provides many of the same capabilities as Box does, but with a few unique tricks up its sleeve that some businesses may prefer. For instance, Box customers can sync data from the desktop to the cloud by placing files in the designated Box folder, but Egnyte allows IT admins to map a drive letter that connects directly to Egnyte.

Egnyte can sync data from servers--either from network attached storage (NAS) or a virtual appliance--to the cloud. And, Egnyte also claims to have more granular controls for granting or restricting access to folders and sub-folders.

Box has a lot to offer and a variety of partnerships that integrate deeply with other tools businesses rely on. Box has built a strong foundation of enterprise and SMB customers, and it takes a compelling pitch to replace the incumbent. But, the Box Buster Buyout program is an innovative and aggressive marketing campaign that may succeed at getting the attention of prospective customers.

To take advantage of the Box Buster Buyout promotion, customers must sign up for one year of service on the annual payment plan. Customers must also provide evidence that they are current Box customers, and have been using Box for at least two months in order to qualify. The remaining months in 2012 will be free, bringing the total cost due for the annual plan down to just what the months in 2013 should cost.

For example, the Egnyte Office Plan is $45 per month. The total annual plan would normally cost $540. However, assuming an annual plan that starts in May and ends in April 2013, the first eight months would be free under the Box Buster Buyout program, and the customer will only be billed the $180 for the four months that fall in 2013.

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