“Competing on the App Store, you have to operate like a startup” — Ramit Arora, Microsoft

Microsoft's success in mobile app development, particularly with Microsoft 365, is driven by strategies that focus on seamless user experiences, competitive agility, and intelligent prioritization. Ramit Arora, Product Manager for Microsoft 365 Mobile and Mac, emphasizes the importance of mobile platforms due to higher conversion rates for purchases, as consumers prefer the convenience of mobile transactions. In the competitive app market, even large corporations like Microsoft must adopt a start-up mindset, continually iterating to maintain user interest and engagement. Prioritization is key, as resources don't scale linearly with user growth, necessitating a focus on impactful improvements, such as enhancing app performance and reliability. Additionally, the integration of AI, like Microsoft's Copilot, is used to streamline tasks and enhance user experience, providing an edge in building valuable, subscription-based app experiences.