"Right now there is a huge arms race between Apple, Google, Microsoft, and now Amazon has thrown their hat in the ring," said Vineet Jain, co-founder and CEO of Egnyte, a Mountain View company that sells software that allows companies to store data both in the cloud and on premise. "These four guys are capable of making it free or nearly free, and the price points that you're seeing from these vendors such as Box will have to come down, or they will have a shrinking user base. You cannot out-compete Microsoft and Google on price -- you just can't."