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Scaling the business is real, if the product is good, and you have the right people by your side: success story of Cube Apps

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Oleksandr Azhevskyi, СEO of Cube Apps shares his insights on how the team has driven the business growth in a post-pandemic world, the new Cube ACR app for iPhone, and how the company is visioning its future.

The story behind Cube ACR for Android & the app success

We’ve started to develop a call recorder, honestly hoping to provide our customers with good value for their money. I mean, I’ve encountered various cases, where recording a call is an utmost necessity, and providing users with a high-quality app, which can do the work, and do it well, that is, be compatible with a variety of VoIP apps, and ensure the excellent recording quality on both ends. It was a sheer pleasure, not just a roadmap of planned tasks per app release.

What I find peculiar is that we have initially decided to avoid running full-scale paid campaigns to promote Cube Call Recorder for Android, opting for a more organic way to go, and the fact is, it has really paid out. Of course, I can’t say it’s the only way to go for a newly-released application, but like it or not, if you’re offering a high-quality application, specifically in the “Utilities” category, the audience loyalty is going to come.

Expansion of Android app portfolio

The main idea behind Cube Apps was always bigger than just one single application, i.e. solving one or several users’ tasks, no matter how good they were at doing these. Instead, building an ecosystem of mobile apps, which really provide a customer with a practical toolkit to handle a variety of issues was the only visibly right way to go for us.

Namely, soon after Cube ACR got decent traction, we started developing Nize, mainly focusing on enabling our users to get rid of annoying phone spam, robocalls and malvertising, and quite predictably, it was a real hit. And further on, we continued with AppLock, which adds an extra layer of app security, so crucial in uncertain times, such as ours. But is this all we can offer? Of course, not, so stay tuned for future updates.

Building Cube ACR for iPhone

Given that the entire call recording flow on iPhones has always had somewhat a number of flaws, it was only a matter of time before the team turned their attention to expanding our app portfolio with Cube ACR for iPhone.

Of course, the niche is very competitive, and there are some old-known players in the game, but our core approach, i.e. offering top-quality functionality + intuitive UI design without extra whimsies, all at a reasonable price, is already paying out. And of course, our customer care team is always there to help guide our users and troubleshoot some issues, if any (because let’s not kid ourselves, these are just inevitable).

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Business scalability amid the crisis & further on

The COVID-19 years weren’t easy, since our team’s health and safety have always been our key priority. Of course, similar to the majority of other digital companies we had to change our workspace organization from “all in-office” to “mostly remote”, and we’re not going back to how things were before any time soon, to be honest. Instead, we’ve been recently taking somewhat a hybrid office approach, offering some kind of flexibility to our team members, in terms of how they prefer organizing their everyday work routine in order to sustain maximum efficiency.

We’ve also curtailed a number of online meeting hours, rather than shifting those to a more personalized schedule, based on every subteam/team member’s needs. And what I’m delighted to admit is that we’ve managed to keep our team spirit as strong and united, as ever.

Of course, I wouldn’t be completely honest if I said that the war in Ukraine and the global recession haven’t taken any toll on the business dynamics, but the trick is, it all comes down to how adaptable you are as an entrepreneur yourself, and how adaptable you’re building the business processes. In this very case, we’re good to go.

Why the team is key to success

I’ve been reading a lot about the massive cuts in the online tech industry recently, and it’s disappointing. From the very beginning of Cube Apps, we’ve always been strong believers in the team being a core staple of the entire company’s success, and the years behind us prove we have NOT been wrong. So, at this point, I’m really hopeful for the future and the new growth benchmarks we’ve about to hit together.

Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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