While revenue is revenue, and Microsoft must be encouraged by the uptake on app-driven subscriptions, it's not surprising that Word, Excel and PowerPoint ranked as highly as they did: The $99.99 subscription fee dwarfs the value of most other top-grossing apps' individual in-app purchases, so fewer customers are needed to reach the gross of other apps.
Clash of Clans a game that was advertised incessantly over the weekend on the broadcasts of the NCAA men's basketball tournament, was ranked No. 1 on the Top Grossing list, with its most popular in-app purchase a $4.99 deal for a "Pile of Coins." Another game, Hay Day, was ranked at No. 6 on Sunday, immediately above Word; its top purchase was a $1.99 in-app buy of a "Pile of Diamonds."
Only Intuit's TurboTax 2013 iPad app, which ranked No. 9 on the Top Grossing chart, had a top in-app purchase even close to Word's: An $89.99 purchase that permitted e-filing of both a federal return and one from a single state.
But as numerous analysts have pointed out, Microsoft is in the devices and services business for the long haul — Office 365 is one of its preeminent services — and an accurate measurement for Office on iPad's ability to drive customers to subscribe may take months or longer.
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