“Our biggest channel for growth even to send them to make them start using Windows is through our big mobile user base. We'll spend a lot of time on product marketing within mobile.”

Grow Across Platforms by Cross-Selling to Your Existing Mobile Base — Don't Start Cold

When Super Unlimited launched Windows, they skipped cold-start acquisition entirely and marketed the new platform inside the app to existing mobile subscribers. The logic: a billion-download install base of privacy-conscious users is the most qualified audience for a VPN on any new platform. Tanuj applies the same logic to eSIM — rather than buying airport ads, they target cohorts of known travelers within the existing app. Cross-platform growth as in-product upsell is their structural advantage.