8 things Microsoft can teach us about building successful subscription apps

Microsoft, the world's largest company, offers valuable lessons in subscription app success that can benefit app startups despite the vast difference in scale and resources. Microsoft's apps, particularly those associated with Microsoft 365 and Copilot, are top performers in the App Store, demonstrating that thinking like a startup can be crucial for staying competitive. Their approach emphasizes the importance of app store optimization, the convenience of in-app purchases, and the bundling of apps to improve user retention. Microsoft has developed a strategic framework that includes neutralizing competitors, differentiating through unique features, maintaining app updates, and incubating new ideas. They apply the jobs-to-be-done framework to better understand user needs and guide both product development and marketing strategies. Estimating the impact of initiatives is crucial, especially when balancing resources, and the company is particularly cautious about profitability on Android due to its lower revenue generation compared to iOS. Simple experiments, such as optimizing call-to-action buttons and using visual aids, have proven effective in enhancing conversion rates, showcasing that even straightforward strategies can yield significant results.