“We are mobile first and we have an advantage because desktop people pay more — but there's a trade-off. It's scale, loyalty, LTV.”

Build for Mobile First, Win on Scale — Desktop Competitors Have Higher ARPU but Lower Reach

Super Unlimited chose to own mobile first when desktop VPN players had higher-paying subscribers. Tanuj acknowledges the trade-off honestly: desktop users have higher ARPU and lower churn, while mobile delivers massive scale with lower individual LTV. His bet paid off: a billion downloads on mobile creates a funnel that desktop-first competitors can't replicate. As they now expand to Windows and eSIM, they can up-sell a premium desktop experience to an already-trusted mobile user base.