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