Mailbox acquired by Dropbox
New email app Mailbox, which was launched by Orchestra last month, has been acquired by Dropbox. In a post on the company’s blog, the Mailbox team said that this acquisition was about accelerating growth for Mailbox.
Orchestra was adamant that Mailbox would not be going away, and that this move was primarily about scaling to meet demand as fast as possible. With the Dropbox team behind Mailbox, those still waiting in line to use the app could see that wait decrease dramatically. This acquisition might allow the Orchestra team to improve on and expand the app sooner rather than later.
So... what do you think? Will Dropbox make for a better Mailbox, or are you over Mailbox already?
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Joseph Keller is the former Editor in Chief of iMore. An Apple user for almost 20 years, he spends his time learning the ins and outs of iOS and macOS, always finding ways of getting the most out of his iPhone, iPad, Apple Watch, and Mac.
My question is— is Dropbox buying these products/companies to use and integrate their technologies, or are they merely "buying out the competition"?
Honestly, I see no evidence of either. Post-acquisition, I never see these purchased products or technologies integrated or implemented in any noticeable form... and I don't quite see how Mailbox could be considered "competition".
Mailbox excels at one thing above all others— and it's not making tremendous, innovative apps... it's "EFFECTIVE MARKETING". They know how to create demand for a product, simple as that. Are there millions of people waiting in queue for months and months because the app is just THAT mind blowing?!
No. In fact, probably half the people in the queue don't know what the hell the app even does, specifically! Or looks like, for that matter! Ask them why they're waiting in line forever as they all are willing to do: "What feature(s) are you excited about once you get a chance to use the app?", etc...
50% will not have an answer— bet.
It's a classic case of herd mentality and implementation of concepts that pull a little from economics, sociology and psychology... and it has clearly worked beautifully.
My point is not to demean the app. I'm not claiming it's not an excellent app. I don't know, because I'm still in queue, LOL! Even I'm not above the hype— knowing very well I'm just another puppet of marketing appeal. That's what I'm talking about, though! Why am I interested in it, even? Because so many other people are, I suppose. It's human nature— socio-economic psychology. What about the app? What app?
Oh, right. The one I'm in line to try, Mailbox, was it? Yeah... can't wait until I finally get through the line! I'm really excited about— whatever it does. I don't exactly know, but it's gotta be pretty cool if there's such a huge demand for it!
WRONG. A shrewd marketing campaign/salesman could have the masses queued up to smell a turd. "Demand" has no reliable correlation to the quality, usefulness, effectiveness (etc...) of a product or service. It DOES carry that connotation, but it can be a false inference. Look at Justin Beiber. He's the metaphorical polished turd I speak of... and his record company and sponsors have millions of people just relishing the stench wafting off of that steaming dog pile! Does that imply talent? Yes. False inference? I don't know. You tell me... haha. Just kidding with all that; I understand the reality of subjective opinion and the philosophical debate of universal truths or lack thereof.
So what is my point after talking about turds and telling you how my day went, etc? My point was that maybe THAT is the reason this acquired company is seen as valuable to Dropbox— not so much their product, but their savvy marketing skills. Just my thoughts. Seems an odd acquisition to me. It's like McDonald's buying out Lowe's or Home Depot (home improvement retail chains, for non-Americans). You'd have to pause, at least for a second, to go "huh?"...
I started using Mailbox on my two work addresses about a month ago. I love the interface and the functionality of the app.
So, two companies that I kinda like are now in bed together and I'm not sure how I feel about it. My first thought was excitement that maybe some of the Mailbox design would seep into Dropbox. The DB app isn't bad, it's just not gee-whiz, blow me away cool. I'm really hoping for some sweet synergy.
Just wait til they get really successful. Then their competition will start an ad campaign urging us all to "think outside the 'Box".