Dropbox Essay

2065 words - 8 pages

Luke Daniel Galea Foundations of Marketing Bsc. Business and ITDropbox (Marketing Plan)Executive SummarySituation AnalysisDropbox is a file storage service operated by Dropbox, Inc. Its headquarters are situated in San Francisco, California. Dropbox offers cloud storage, file synchronization frameworks, and client software solutions. Dropbox allows users to create a special folder on any computer, which then Dropbox synchronizes so that the content in each folder (both on the cloud and locally) is exactly the same and editable at any time regardless which computer is used to access said folder. Files placed in this folder also are accessible through the Dropbox website and various mobile phone applications."Dropbox is a free service that lets you bring your photos, docs, and videos anywhere and share them easily. Dropbox was founded in 2007 by Drew Houston and Arash Ferdowsi, two MIT students tired of emailing files to themselves to work from more than one computer."- www.dropbox.com/aboutCurrently Dropbox is aiming to increase its user base with an emphases on creating a simple easy to use solution to online storage. Through this Dropbox plans to innovate and change user habits in re-laying solely on local storage devices by providing a superior and safer experience then currently available, and eliminating frustration and inefficiency brought on by earlier services. It does this by providing a simply easy to use way of uploading a file to the 'cloud' and making it available on a vast array of platforms and other services.In the market of online "cloud" based storage solutions, Dropbox has undergone a rapid increase in its user base. As it stand Dropbox currently holds 14.14% - (opswat 2011 report) of the market. Dropbox's biggest market is the USA with significant market share in the UK and Germany."Today, more than 200 million people across every continent use Dropbox to always have their stuff at hand, share with family and friends, and work on team projects." - (Dropbox.com/about)The core user base is mostly made up of students and professionals, who generally are tech-savvy and show strong brand royalty, which is key to expand the user base. "1% or around 2 million users" - (Fordes.com) are paying customers with medium to high-level income or are businesses. That being said while the number of free users is increasing so are too does switching to a paid plan from the free plan. This is due to a trend in which users use Dropbox as their primary back-up storage and ever growing confidence in 'cloud' storage.Dropbox's has several high profile competitors which offer various feature sets. These are Amazon's 'Cloud Drive', Microsoft's 'SkyDrive', Google's 'Google Drive' and 'box.com'. While Dropbox's competitors are leaders in the IT sector, but are still not fully invested in the online storage market as is Dropbox. These companies still however established large user bases with online storage simply an addition to their service offerings,...

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