Call it Box Partner Program 2.0. The new Box Partner Network features strategic, channel and platform partners. Support for the channel initiative goes all the way up to CEO Aaron Levie, who is rallying more partners and developers to back the cloud-based collaboration company's platform.

Box has dabbled in the channel before but the efforts seemed incomplete and some early channel partners alleged that Box changed some terms of the program without much notice back in 2011 and 2012. Fast forward to the present and Box insists it can help VARs, MSPs and cloud integrators to generate recurring revenues.

The Box Partner Network includes:

Box's strategic alliance partners include CollabNet, Clarizen, Fonality, TIBCO's tibbr and Tidemark. Those companies, among others, are leveraging Box Embed, an HTML5 framework, to integrate Box's technology with their respective applications.

The Box Channel Program has signed 50 resellers globally in the last four months, in addition to announcing a new North American distribution relationship with Ingram Micro. I believe that means VARs and MSPs can source Box from Ingram Micro Cloud, an aggregator service. Other key partners include CDW, Ahead, Insight, Forsythe and SoftChoice, the company said.

Partners can refer leads to Box and earn a commission for the first-year contract. Or they can resell Box and earn revenue for the life of an account.

More than 17,000 developers are building custom apps and integrating with the platform, Box asserts. Additionally, Box more than doubled the number of apps available in the Box app store and ended the year with more than 300 OneCloud applications across iOS and Android. 

Still, Box faces growing competition from established rivals like DropBox and emerging rivals like LogMeIn's Cubby. Plus, MSP-centric services like Anchor are building cloud partner programs as well.