Subscription League

Episode Overview

TomTom’s seasoned experts reveal the evolution of an iconic brand—from pioneering satnav devices to becoming a cutting-edge location data company powering premium mobile navigation. In this episode, Managing Director Pim Spaanderman and Head of Mobile Growth Kees Oostinjen share their insights on transforming traditional hardware into innovative app solutions like GO Navigation. They discuss strategic shifts in acquisition, rigorous testing to optimize pricing and user onboarding, and the unique challenges of catering to both everyday drivers and professional truckers. 

Episode Topics at a Glance

• The evolution of TomTom: from satnavs to a comprehensive location data company
• Transitioning to premium mobile navigation with GO Navigation
• Data-driven acquisition strategies and performance advertising
• Optimizing user onboarding, trial experiences, and pricing models
• Tailoring navigation for professional truck drivers with custom features

More about TomTom’s Experts

Pim Spaanderman leads TomTom’s Consumer Business Unit, drawing on his e-commerce and telco background to steer the company’s transition from traditional navigation devices to innovative app solutions. With over a decade of experience, he champions customer-centric strategies that blend legacy strengths with modern digital innovation.

Kees Oostinjen, a long-time TomTom veteran, brings deep expertise in sales operations and analytics. His data-driven approach has been pivotal in refining acquisition tactics and optimizing the full customer journey—from trial to paid subscription—ensuring that TomTom stays ahead in a competitive market.

TomTom’s Links

• Pim Spaanderman on LinkedIn
• Kees Oostinjen on LinkedIn

Timestamps

[00:01:09] – Overview of TomTom’s consumer business and strategic evolution
[00:05:20] – Transitioning into a modern location data powerhouse
[00:08:05] – Differentiating premium navigation with GO Navigation
[00:10:01] – Acquisition strategies and performance advertising insights
[00:14:21] – The culture of continuous testing: pricing, trials, and user onboarding
[00:22:14] – Expanding the market: introducing truck-specific features for iOS and Android
[00:32:29] – Final thoughts and where to connect with the experts

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Episode Overview

In this episode of Subscription League, we continue our conversation with David Heinemeier Hansson (DHH), co-founder of 37signals and creator of Ruby on Rails. We dive into the subscription business model, its pros and cons, and why some apps might be better off without it. DHH shares his unfiltered thoughts on pricing strategies, SaaS fatigue, and the evolution of software monetization—challenging industry norms along the way.

Episode Topics at a Glance

• When subscriptions make sense—and when they don’t
• The rise of subscription fatigue and consumer backlash
• The alternative to SaaS: ONCE and one-time purchases
• Pricing strategies: Experiments, A/B testing, and market realities
• Why not all best practices are actually best
• The psychology of pricing and how perception shapes buying decisions

More about David Heinemeier Hansson

David Heinemeier Hansson (DHH) is the co-founder of 37signals (the company behind Basecamp and HEY), the creator of Ruby on Rails, and an outspoken advocate for rethinking conventional business wisdom. Known for his contrarian approach, he challenges mainstream SaaS and startup trends, advocating for sustainable and independent business models.

Books by DHH

📖 Rework – Rethinking how to run a business
📖 Remote: Office Not Required – Challenging the need for physical offices
📖 It Doesn't Have to Be Crazy at Work – Pushing back against hustle culture

Links

🔗 David Heinemeier Hansson’s Twitter
🔗 37signals Website
🔗 HEY Email App

🔑 5 Key Timestamps

[00:01:21] – The problem with subscription overload and consumer fatigue
[00:04:24] – The real difference between SaaS and one-time purchases
[00:07:12] – Introducing ONCE: A new alternative to subscriptions
[00:12:29] – Raising prices vs. increasing signups: What actually works?
[00:17:39] – The cost of bad design: A multi-million dollar mistake

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Episode Overview

David Heinemeier Hansson (DHH) joins the Subscription League podcast to discuss his fight against App Store policies and monopolistic practices. From launching the HEY email app to addressing challenges in the subscription space, DHH shares his bold perspectives on app distribution, developer rights, and the future of platforms like iOS. He emphasizes the need for competition in the ecosystem and highlights Apple's complex relationship with privacy and revenue generation.

For noteworthy quotes and key takeaways, read the article -

Episode Topics at a Glance

• The launch and challenges of the HEY email app
• Why App Store policies are harmful to developers and consumers
• The economics of monopolistic platforms like iOS
• Comparing app distribution models: Apple vs. Android vs. Mac
• Thoughts on regulatory interventions and EU's Digital Markets Act
• Solutions for improving developer freedom and user choice

More about David Heinemeier Hansson

David Heinemeier Hansson is a programmer, author, and entrepreneur. He is the co-founder and CTO of 37signals, creators of Basecamp and HEY. DHH is also the creator of Ruby on Rails, a widely used web application framework. In addition to his tech achievements, he is an accomplished race car driver, having competed in the 24 Hours of Le Mans. With a passion for developer advocacy, DHH has been a vocal critic of monopolistic practices in the tech industry, especially around app distribution and payment systems.

Books by DHH:

• Rework
• Remote: Office Not Required
• It Doesn't Have to Be Crazy at Work

Links

• David Heinemeier Hansson’s Twitter
• 37signals Website
• HEY Email App

Timestamps

• [00:01:10] Early career and the creation of Ruby on Rails
• [00:06:35] Success stories with Basecamp
• [00:10:45] Challenges of launching HEY and fighting Apple
• [00:18:20] Breaking down App Store monopolies and the need for change
• [00:24:50] EU regulations: Hope or hindrance for developers?
• [00:32:15] Proposals for fixing app distribution ecosystems

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Episode Overview

Francescu Santoni, CEO of Mojo, shares the journey behind building a leading social media tool for creating reels and stories. From overcoming early challenges in virtual reality to pivoting to Mojo’s current success, Francescu dives into key growth strategies, the role of user-generated content, and Mojo’s subscription model. This episode also explores the balance between user accessibility and high-quality features, as well as how Mojo stays competitive in a fast-evolving app landscape.

For noteworthy quotes and actionable insights, check out the article - Scaling Mojo: How to Build a Subscription App with 40M+ Downloads

Episode Topics at a Glance

• Pivoting from virtual reality to reels and stories with Mojo
• Challenges in the social media and content creation space
• How subscription models and free trials drive engagement
• Using A/B testing to optimize the user experience and retention
• Balancing accessibility with high-quality content for users

More about Francescu

Francescu Santoni is the CEO of Mojo, an app that empowers users to create standout social media videos with ease. With a background that includes building augmented reality apps and experience with Y Combinator, Francescu focuses on making high-quality video creation accessible to everyone, from everyday users to small businesses.

Francescu’s Links

• Francescu’s LinkedIn profile
• Mojo app website

Timestamps

[00:01:17] Elevator Pitch for Mojo
[00:02:44] From Virtual Reality to Mojo
[00:04:52] Pivoting to Monetization and Subscription
[00:08:01] Phases of Growth at Mojo
[00:13:29] The Role of Subscriptions in the App Industry
[00:18:27] Innovation and Keeping Up with Trends
[00:23:02] The Impact of Generative AI on Mojo
[00:25:40] A/B Testing Insights
[00:28:44] What Other Apps Can Learn from Mojo

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Timestamps
[00:00:20] - Introduction to Robyn Exton and HER

[00:02:10] - Robyn's Early Days and Learning to Code

[00:04:55] - Early User Acquisition Strategies

[00:07:50] - Competitive Landscape and Differentiation

[00:11:00] - User Behavior and Market Size

[00:14:30] - Current User Acquisition Channels

[00:17:00] - A/B Testing and Onboarding Insights

[00:19:30] - Brand Partnerships and Authenticity

[00:23:00] - Future of the LGBTQIA+ Dating Space

[00:27:00] - Challenges in Different Markets and User Safety

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Episode Overview

Eleanor Hughes shares insights into the successful marketing campaign at Freeletics. Discover how the introduction of the Base Streak into the Freeletics app enhanced user engagement, making it more interactive and motivational. The episode also delves into the importance of incorporating user-centric features and the impact of the enhanced onboarding process on campaign performance.

For noteworthy quotes and key takeaways from the episode, read the article -
How Freeletics is rising above the crowded fitness app industry with Eleanor Hughes

Episode Topics at a Glance

• The introduction of the Base streak in the Freeletics app
• Challenges in the fitness industry and retention strategies
• Challenges and the implementation of A/B testing for onboarding
• The positive impact of improved onboarding on campaign performance
• The significance of streaks in encouraging user engagement and interaction

More about Ellie

Eleanor Hughes is a marketing expert with 13 years of experience, having worked for some of the world’s biggest brands, including Sony PlayStation, Getty Images, Rockstar Games, Intel, and frog. As the Marketing Director at Freeletics, Ellie is currently responsible for global consumer marketing, including communication, creative content, social media, B2B, and brand and product reputation across all consumer touchpoints, managing a team of 20 people. 

Felix’s Links

Ellie’s LinkedIn profile
Freeletics website

Timestamps

[00:06:55] Early days and growth of Freeletics
[00:11:52] Challenges in the fitness industry and retention strategies
[00:16:25] Implementing new product features for increased engagement
[00:21:07] Launching the "Not Just A Fling" marketing campaign
[00:24:01] Testing the Super Bundle partnership initiative
[00:28:12] Pausing the A/B/C test and identifying issues

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

In this episode, Megan Cohen, Growth Marketing Manager at IFTTT shares her journey from immersive art marketing to tech. She talks about using AI and video content to boost engagement, and the importance of focusing on key metrics like the AARRR Pirate Metrics.  Megan delves into how IFTTT leveraged segmentation to monetize its large user base, with a surprising campaign success in Brazil. She also highlights the shift towards catering to 'enterprises of one,' like solopreneurs, and discusses the nuances of marketing across different platforms and countries.

Read more in the article - From segmentation to setting the right metrics: Tips on growing your user base from IFTTT's Megan Cohen.

Episode Highlights

• Megan's background in immersive art and its impact on her tech marketing approach.
• The role of AI and video in marketing.
• Application of AARRR Pirate Metrics in SaaS.
• Segmenting IFTTT's user base for monetization.
• The effectiveness of a targeted campaign in Brazil.
• Focusing on the 'enterprise of one' market segment.
• Marketing strategies across platforms and geographic locations.

More about Megan

Megan Cohen is a seasoned Growth Marketing Manager at IFTTT. She's an expert in analytics, paid media, and campaign optimization, where she has led initiatives that consistently deliver positive ROI. Megan is passionate about turning data into actionable strategies for growth, blending analytical rigor with creative marketing solutions. Her work emphasizes data-driven decision-making, aiming to produce engaging and effective marketing outcomes. For more insights into her marketing approach and achievements, connect with Megan on LinkedIn.

Megan’s Links

Megan's LinkedIn profile
IFTTT

Timestamps:

[00:01:26.230] - Transitioning from Immersive Art to Growth Marketing: A Strategic Shift.

[00:02:33.170] - Introduction to AARRR Metrics: A Deep Dive into SaaS Marketing Techniques.

[00:03:44.860] - Monetizing IFTTT's Large User Base: Strategic Segmentation Approaches.

[00:04:32.820] - Custom Landing Pages in App Stores: Evaluating Their Success and Strategies.

[00:05:54.080] - Strategies for Converting Web Users to Mobile App Users.

[00:07:26.430] - Navigating the Shift to B2B: Targeting 'Enterprise of One' with IFTTT.

[00:09:30.620] - Addressing Marketing Challenges: New Approaches for 'Enterprise of One'.

[00:11:49.720] - Adjusting to Mobile App Tracking Changes: Strategies and Insights.

[00:14:35.140] - The Role of iOS Shortcuts: Competition and Cooperation with IFTTT.

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Felix takes us through his creation of Fastlane, which began as a college project to solve his own frustrations with app deployment and grew into a major tool used by developers worldwide, eventually being acquired by Twitter and Google. He also introduces us to ContextSDK, his latest venture designed to make apps smarter by understanding the user's context. Felix offers a peek behind the curtain at the differing work cultures of Twitter and Google, shares his insights on the changing landscape of the European tech scene, and discusses the shift towards remote work. Additionally, Felix speaks on the importance of security, privacy, and putting the user first in app development.

For noteworthy quotes and key takeaways from the episode, read the article - 
Inside the tech evolution: Insights from Fastlane and ContextSDK founder Felix Krause

Episode Topics at a Glance

• The origins and impact of Fastlane
• Transitioning from developer tools to context-aware technologies with ContextSDK
• Security, privacy, and enhanced user engagement
• Insights into corporate cultures at Twitter and Google
• The evolution of the European tech ecosystem and remote work trends
• Felix's personal journey and contributions to the tech community

More about Felix

Felix Krause is known for his significant contributions to the mobile development community, notably as the creator of Fastlane and ContextSDK. His work on Fastlane led to acquisitions by Twitter and then Google, highlighting the impact of his innovations in streamlining app deployment processes. Besides his developmental achievements, Felix is an active security and privacy researcher, offering his insights through talks and as the author of "iOS-Factor." For those interested in a more personal look at his life, Felix maintains howisFelix.today, a website that showcases a quantified view of his daily activities and experiences.

Felix’s Links

Felix’s Linkedin profile

ContextSDK website

howisFelix.today

Timestamps

[00:01:19.700] - Fastlane: From University Project to Big Success

[00:06:22.940] - Introduction to ContextSDK

[00:09:41.990] - Use Cases for ContextSDK

[00:13:26.900] - Initial Success with ContextSDK

[00:16:54.770] - Privacy and Data Processing in ContextSDK

[00:19:22.650] - Potential User Concerns about ContextSDK

[00:22:10.550] - Importance of Lightweight SDKs

[00:24:51.400] - Exploring Felix Krause's Websites

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

All about scaling an app by leveraging both web and app subscriptions!

In this exciting episode, we chat with Yeva Koldovska, the product manager at Headway, the world's most downloaded book summary app with over 18 million downloads. 

Yeva shares valuable insights into Headway's journey and its strategic decision to offer web and in-app subscriptions. 

Listen to the episode to uncover the profound impact of subscription variations on revenue and audience diversification, along with the behavioral differences and revenue advantages of web subscriptions. 

For noteworthy quotes and key takeaways from the episode, read the article -  Unlocking growth and diversification: the power of web and in-app subscriptions with Yeva Koldovska (Headway)

Episode Topics at a Glance

• Headway and its growth
• Offering subscriptions through web and in-app channels
• Reasons for including web subscriptions and diversifying revenue streams
• Impact of privacy updates on user tracking and attribution quality
• Differences in user behavior and preferences between web and app subscribers
• Higher lifetime value (LTV) of web subscribers compared to app subscribers
• Advantages of the web funnel

More about Yeva

Yeva Koldovska is a Product Manager at Headway, a company specializing in subscription-based services. With her expertise in product management, Yeva plays a crucial role in overseeing the development and enhancement of Headway's subscription offerings. She brings a wealth of knowledge and experience to the table, enabling her to effectively identify and address the needs of Headway's diverse user base. Yeva is known for her strategic thinking, analytical skills, and ability to collaborate with cross-functional teams to drive product success. 

Yeva’s Links

Yeva’s Linkedin profile

Headway website

Nibble website

Timestamps

[00:00:37]: Growth of Headway 
[00:01:04]: Discussion about Headway's global team 
[00:01:21]:  Headway's book summary app and Nibble 
[00:02:09]: Why offer subscriptions through both web and in-app 
[00:03:51]: The impact of iOS 14.5 privacy updates on Headway's strategy 
[00:05:14]: Differences in user behavior between web and app subscriptions 
[00:07:00]: Benefits of web subscriptions in terms of user commitment and retention 
[00:08:27]: Targeting different audiences with web and app subscriptions 
[00:09:54]: User behavior and content preferences on web subscriptions

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

In this episode, we sit down with Thomas Clavelloux, Chief Data Officer at Molotov TV, a groundbreaking French TV streaming platform.

Thomas shares captivating insights into how Molotov TV is redefining the way we consume television in the digital age. From seamless cross-device viewing to innovative features, Molotov TV brings the charm of traditional TV-watching to the modern world. Join us as we explore the fascinating journey of Molotov TV and its unique approach to the TV landscape.

Takeaways and the episode summary are available here: Unveiling the streaming revolution: a conversation with Thomas Clavelloux (Molotov)

Episode Topics at a Glance

Molotov's unique product model!

• Impact of content quality on revenue models.
• Utilizing add-ons like DVR hours and previews.
• How data helps enhance the product experience.
• Apple Vision Pro's potential impact on streaming.
• Content differentiation for subscriptions and ad support.

Timestamps:

[00:00:43]: Overview of Molotov TV 
[00:01:27]: Thomas' Experience in the TV Landscape 
[00:04:21]: The Role of a Chief Data Officer 
[00:06:07]: Creating a Data Culture in the Company 
[00:08:28]: Platform Approach vs. Doing Everything for Teams 
[00:10:11]: Challenges of Handling Multiple Platforms 
[00:12:26]: Key Metrics for Subscription Management 
[00:14:04]: Differences Between Molotov and Fubo around subscriptions
[00:16:45]: Content Quality and Subscription vs. Ad-Supported 
[00:18:43]: Add-Ons to Enhance Subscription Value 
[00:21:40]: Potential Impact of Apple Vision Pro 
[00:24:55]: How to Connect with Thomas Clavelloux 
[00:25:33]: Conclusion

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr