What does it really take for indie developers to win in fast-growing app markets?
Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, I sat down with Killol Buch, Director India at Google, to talk about how developers in markets like India and Vietnam are building apps that scale, compete globally and stay sustainable.
This conversation is about fundamentals that still matter, even as AI accelerates everything.
We cover:
- Why user experience beats everything else, especially for indies
- How developers in India and Vietnam think differently about global and local users
- What segmentation really means when users have very different spending power
- Why ads are part of your product, not something you bolt on later
- How AI is leveling the playing field for small teams and solo developers
- The business skills indies need, not just the tech skills
- Why retention and engagement matter more than chasing downloads
- What sustainable growth actually looks like for early-stage studios
Killol also shares what continues to surprise him about the pace of innovation, where competition is heating up and how young developers can use ecosystems, communities and platforms to move faster without burning out.
If you’re an indie developer or early-stage founder building in a crowded app economy, this session offers clear, practical advice on how to stand out and build something that lasts.
0:00 Intro
1:09 Google App Summit in Vietnam
1:40 Learning Between Indian and Vietnamese Markets
2:27 Quick Commerce: Solving Unique Local Needs in India
3:45 Strength of the Developer Ecosystem in Vietnam
4:39 Top Advice for Indie Developers: Focus on User Experience
6:23 Essential Skills for Indie Success: Tech and Business
7:34 Unique Challenges: Growing Competition and Limited User Time
8:50 Google's Full Suite of Offerings for App Developers
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MobileGroove: Mobile Marketing Insights, Trends & Growth Strategies
MobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.
My videos cover:
• User acquisition (UA) best practices
• App retention and lifecycle marketing strategies
• Personalization and loyalty programs that drive ROI
• The latest in mobile advertising and data-driven growth
• Success stories from top marketers and mobile-first brands
Peggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.
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