"The onus more than ever is on the vendor. If we don't stay competitive, if we don't build whatever that that next thing is the user wants to do, and build it in as simple a way as they expect from the consumer tools they are using - you will get swapped out. You will either get swapped out because IT will swap you out or just because people will stop using you because they're using a consumer solution. And because it's SaaS, they're only paying for what they use - and you stop getting paid."

If Box doesn't keep adding new features users want, like opening Word documents on iOS and soon on Android, people will use something else
If Box doesn't keep adding new features users want, like opening Word documents on iOS and soon on Android, people will use something else

Keeping cloud services on their toes means businesses get better tools, as long as they really are prepared to change, because you don't get the same inertia when you have to keep paying for the service.

"That's the amazing and remarkable competitive force that's going to drive better software in the enterprise. It will finally have the same kind of consumer forces we see in consumer tech where anyone can bring anything they want, which means there is no such thing as stickiness.

"You might be tied to a business process or some kind of data but that's always one change management cycle away from being removed. Versus five or ten years ago when IT was scarce and you couldn't bring it in yourself and you basically just went along with whatever has been implemented, and there would be very little incentive to change what you were doing.

"The only way you get customers to continue to pay you as a service, because they didn't buy a perpetual license, is they continue to use that solution to get value. If you can't maintain that level of value it will be far more trivial to replace any one of those vendors than it was in the on premise world. It's an order of magnitude easier to swap out these technologies."

Enterprise users finally get to be as demanding at work as they are at home, says Levie. "Any enterprise software vendor that doesn't actually think they're in the consumer business really doesn't understand where the future is going."