As the demand for personal cloud services rises, companies are developing more ways to accommodate consumers.  Box (formerly known as Box.net), who has been pushing for its availability in Apple and Adroid-powered smartphones and tablets, is now expanding rapidly as it garners more and more users.  They needed to move to a new quarter in Palo Alto to accommodate their rapid expansion.  And with this, two new executives are brought in.

Their new VP for Platform is Chris Yeh, who previously worked as the head of Yahoo Developer Networks.  Before that he was VP of Tacit Software.  Also joining Box is Jon Herstein, who was dubbed as the ‘Customer Success’ Chief.  Jon was the former Professional Services VP at NetSuite Inc.

Their aim is to make an update for iOS and also for Android-based devices to reach more consumers.  They are also looking at teaming up with At&T, Verizon, and HP for their Mobile Dev challenge.

Box.net provides a cloud-based content management service for individuals and enterprises. Like other developers, the company has found it challenging to build apps for systems such as the Research In Motion BlackBerry and PlayBook and Cisco Systems’ Cius in addition to Apple iOS and Google Android, Box.net CEO Aaron Levie said in an interview at the MobileBeat conference in San Francisco on Wednesday. To solve the problem, the company is turning to HTML5.

But with the security of the cloud being questioned (like Dropbox, whose supposed value is now at $5 billion), how can Box assure its users that their service is 100% safe?

Well, just by looking at their security features, some consumers may be inclined to switch to Box.  To give you a taste of what they offer, here are the levels of security you can experience at Box:

• Protection at the application level
• Protection at the network level
• Protection at the facilities level
• Protection of your privacy

Cloud security is a matter that the enterprise and consumer levels must deal with, and as companies like Box and Dropbox seek expansion within the consumer market, security is certainly an important issue to address.  This goes double for Box’s mobile attack, as the mobile realm introduces an entirely new set of security concerns, potential loopholes and consumer-facing issues that could diminish its efforts on some levels.

One thing Box is doing to standardize its mobile experience is adopt HTML5, with plans for supported apps later this year.  When it comes to the consumerization of IT, HTML5 is particularly important as several members of the mobile industry, from platform owners to app developers, adopt this emerging technology.