Incresing Returns

Increasing returns in my opinion is the fact that the more volume you have in the market the more market share you will have. Also users will stick with what they know rather than switching to something they don't know. For example when a user buys a piece of software and learns that software they are less likely to want to upgrade and change software to learn a new product But developing a new piece of software that will increase or change productivity can ultimately keep the returns increasing but you never want to tinker with the user interface. Take Microsoft Office for example it is one of the best selling productivity suites in the world and has been for a while. Microsoft has made billions of a great set of products and only made minor tweaks to it over the years. So in short "The more you sell, the more you sell."