WeTransfer Moves Toward File Transfer as a Microservice

It shouldn’t be news that enterprise file storage, sync, and sharing software and services (EFSS) have largely become a commodity. Prices continue to fall, in part because providers’ storage costs are still decreasing. More importantly, their cost to actually transfer a file has always been negligible, even with the application of strong encryption.
With costs low and decreasing, it’s fair to ask which of the aspects of file storage, sync, and sharing creates enough value for customers that providers can charge for the service. When you stop and think about it, the sharing or transfer of the file has always been the action that the rest of the bundled offer hangs on, especially for cloud-based services. A file can’t be stored on a provider’s servers until a copy has been transferred there. Similarly, changes to files must be transferred to keep copies in sync. The vast majority of the value proposition clearly lies in the transfer (sharing) of the file.
So it makes sense for the file transfer element to be the focal point for providers’ monetization strategies. If you accept that premise, then the next logical conclusion to be made is that file transfer can be monetized as a stand-alone service. In today’s world, that service would be built and licensed as a microservice, which can be used in any application that can call a RESTful API.
WeTransfer, a company based in Amsterdam (despite claiming San Francisco as its headquarters), has announced today the first step toward the creation of such a commercially-available file transfer microservice. A new partnership makes WeTransfer’s file transfer service an option (alongside Dropbox) for delivering photos and videos purchased from Getty Image’s iStock library. WeTransfer works in the background while the customer remains in iStock.
WeTransfer has exposed its file transfer API to Getty Images only at this point, but will be able strike up similar partnerships with other providers of graphics services. Of course, WeTransfer could also license API access to any developer looking to incorporate file transfer into an application. While it isn’t clear from their statement today if and when that will happen, the possibility is very real and quite compelling.
It’s important to note that both Box and Dropbox have made their file sharing APIs commercially available to developers for several months now, so WeTransfer is playing catch up in this regard. However, WeTransfer has emphasized file sharing almost exclusively since its founding in 2009 as a web-based service that only stores a file being shared for seven days before deleting it from their servers. Dropbox, on the other hand, originally was popular because of its simple-but-effective sync feature, and Box was initially perceived as a cloud-based storage service.
The potential market for file transfer microservices is so young and large that no provider has a clear advantage at this point. The recent nullification of the Safe Harbor agreement (PDF) between the European Union and the United States also presents a significant challenge to file services vendors that provide file storage for a global and multinational customer base. If WeTransfer emphasizes its legacy as an easy-to-use, dependable file transfer-only service with its newly-created microservice, it could gain a larger share of the market and expand well beyond its current niche of creative professional customers.

Recent Enterprise File Sync and Sharing News

Here is a brief round-up of some recent news from the Enterprise File Synchronization and Sharing market segment.

EFSS Application Security

MobileIron published a whitepaper, titled “State of App Security”, that includes results of a survey conducted with its customers. The survey and white paper are briefly summarized in this post.
Survey respondents were asked to list the cloud applications that had been blacklisted by their IT departments. Of the top ten apps listed, five were EFSS solutions: Dropbox, Microsoft OneDrive, Google Drive, Box, and SugarSync.
It’s important to note that all of these blacklisted apps are consumer-oriented and their vendors do offer business versions that are not commonly blacklisted because they include better security features. However, the unauthorized or “shadow” use of consumer EFSS solutions within businesses continues to pose significant information security risks.

Dropbox Doubles Down on Business

Dropbox made several product and business strategy announcements at its inaugural customer event, Dropbox Open, which was held on November 4th, in San Francisco. Most were directly relevant to the company’s increasing focus on businesses, rather than consumers. They are  briefly summarized in this Dropbox post, but here’s the skinny on a few.
First, it’s clear why Dropbox is doubling down on its efforts to win over organizations. The company announced that it has signed up around 50,000 new organizations as paying Dropbox Business customers in the last year. Dropbox now claims to have 150,000 business customers; that’s organizations, not seats. The company stated that business is it’s fastest growing target market.
To underscore the point, Dropbox announced a new product, Dropbox Enterprise, which “provides the same core security features, admin capabilities, and modern collaboration tools as Dropbox Business — plus new deployment tools, advanced controls, and services and support designed specifically for large organizations.”
Dropbox also announced three new administrative features that will be included in Dropbox Business as well as in Dropbox Enterprise. The new capabilities ‒ suspended user state, sign in as user, and custom branding ‒ are available now through the company’s Early Access program, with no general release date given.
Dropbox is going down the same road that Box has already traveled. It started with a consumer grade product, added functionality to make it more attractive and useful for small and medium businesses, and now is incorporating the robust security and control features that IT departments in large enterprises demand. The big question now is can Dropbox overtake Box in the EFSS market?

Google Drive Adds New Features

Google announced three new capabilities that are intended to improve the usability of Google Drive. These new features apply to all Google Drive users, not just business employees.
It’s now possible to receive a notification from the application on your Android or iOS device when someone has shared a file or folder with you. Previously, those notifications were made via email. The new notifications are actionable; clicking the link will take you to the document or folder that has bee shared.
Google Drive users can now request and grant access to a file or folder to which a link has been sent, but the owner forgot to extend access rights. The feature is mobile friendly. Android users can request access with a single tap. File and folder owners can instantly be notified of the request and provide access from their Android or iOS device.
Finally, it’s now possible to preview files stored on Google Drive on Android devices even if you don’t have a Google account. That feature has been available in Web browsers for a while and makes sense in that context. It’s hard to imagine why an Android device owner wouldn’t have a Google account, but, apparently, its is a problem and Google chose to address it.

Syncplicity Plays Catch-Up on Mobile Security

Syncplicity announced partnerships with AirWatch and MobileIron to help customers secure files on mobile devices. It should be safe to assume that the integration with AirWatch had been ready (or nearly so) for quite a while, since both were owned by EMC until it spun off Syncplicity a couple of months ago. At any rate, these partnerships merely bring Syncplicity even with its competitors, who have had similar partnerships or their own mobile device containerization capabilities for some time now.

Box Expands Its European Presence

Box has opened two new offices in Europe in the last 3 weeks, one in Amsterdam and another in Stockholm. This continental presence is crucial to Box as it seeks to grow by expanding overseas sales efforts. However, the new offices also raise questions about how Box (and competitors) will deal with the recent nullification of the Safe Harbor agreement that had been in place between the European Union and the United States.

ownCloud Brings Control of Open Source EFSS On-Premises

ownCloud announced the newest version (8.2) of its open source EFFS offering, which moves it to a hybrid model. With ownCloud 8.2, it’s now possible for customers to deliver security and control of their files residing in the cloud through an on-premises adminstrative console.

Linoma GoDrive Customers Gain Mobile Access

In another transformation to a vendor’s existing EFSS model, Linoma Software unveiled its GoAnywhere mobile apps for its GoDrive on-premises EFSS solution. Linoma customers can now access files residing in GoDrive from iOS and Android mobile devices. While files and folder are encrypted during transit, Linoma does not secure files while they are on a mobile device. However, they do provide an administrative capability to deactivate and wipe files and folders from devices that have been lost or stolen.

MOG just landed on a new device platform: Fords

You can already access music subscription service MOG on your smartphone, tablet, PC, and many home entertainment appliances. Now it’s moving onto the biggest gadget of them all, the car. MOG is launching on Ford’s Sync connected car platform.