This is a pro and a con, since the cost to enter a cloud solution is almost always a fraction of going with an on-premise ECM solution. Most customers I speak with could convert entirely from a legacy ECM system into the cloud for less than one year of basic maintenance on existing systems
Box was championing the term in order to differentiate traditional ECM from Content Management, File Sharing and Collaboration in the cloud
I also spend some time on why agility and adoption are the new ROI metrics in the ECM industry
It was an amazing event save for one oddity: ECM and capture resellers, customers and vendors still rely heavily on paper, almost comically so