UPDATED 20:34 EDT / JULY 17 2019

CLOUD

Dropbox integrates with popular media services

Cloud storage company Dropbox Inc. is expanding its strategy of closer collaboration with other service providers, announcing new integrations with various popular audio, video and transcription tools.

The company said today that it’s integrating its products more closely with Adobe Inc.’s Premiere Rush, Otter.ai, Simon Says, Videomenth, Vidrovr and Curio, allowing users of those applications to access their Dropbox files from within their respective user interfaces.

Dropbox said the focus of the integrations was on media professionals, who are some of their most active users with more than a billion files created in 2017.

“With the rise of HD, 4K and 8K video, online social video services, and podcasting, the need for faster, more efficient video and audio production workflows grows every year,” the company said in a blog post. “To continue supporting our customers’ needs, we developed new integrations with your favorite video, audio, and transcription tools. By allowing you to access Dropbox files without having to leave their application interface, these integrations help you save time, stay on the same page with your team, and finish projects faster.”

Partner integrations have become a central part of Dropbox’s strategy to try and pull in more users. In June for example, the company announced it was integrating its products with communications platforms such as Slack, Zoom and Atlassian. Dropbox is also closely integrated with Google LLC’s G Suite productivity tools.

But it remains to be seen if the strategy will be successful in the long run, for it looks like Dropbox is risking alienating some of its users. They include the renowned software developer Dave Winer, the inventor of podcasting, who tweeted his dissatisfaction with the latest updates:

Winer’s tweet seems to be referring to a recent price hike in May, which saw the company quietly increase the cost of its Dropbox Plus plan by $2 a month to $11.99.

Constellation Research Inc. analyst Holger Mueller said Dropbox was essentially trying to shape the future of work with its integrations.

“In the past the user experience was handicapped as Dropbox would serve as an upload, search and download location,” Mueller said. “This was extra-cumbersome for workers using large media files as the transfer times are substantial. With the new partnership announcements, Dropbox puts this behind their users and augments the user experience with cloud based services like transcription, editing and more.”

Last month, the company launched a revamped user experience across all of its platforms, including a new “integrated workspace” that’s designed to give users a single location where files, fragmented work tools and teams can come together to collaborate.

Image: Dropbox

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