AGENDA
Join the Mobile & App Growth Summit, where over 200 leaders and top minds in mobile marketing, app monetisation, and user engagement converge from over 150 leading companies. Discover insights and explore strategies driving the future of app growth.
Building a High-Impact Mobile App Community
This session explores what it takes to shape a mobile app community that delivers real impact, measured not only in growth but also in meaningful user connections. We will dive into how community strategies are evolving with changing user behaviours, and how to strike the right balance between personalisation and scalability.
Takeaways:
- Explore traditional versus modern definitions of community building
- Encouraging advocacy stories to engagement
- Optimising revenue and organic growth
Moderator:
Daniel Tan
APAC CMO and Media Executive
Panelists:
Frank (Yu Hang) Ng
Senior Vice President - Growth,
Intellect
Jennifer Choi
Head of AI Product Development and Government Transformation,
Grab
Willynn Ng
Regional Head
(International Markets),
TanTan International
(part of Hello Group Inc.)
Shubham Sinha
Product Lead,
FairPrice Group
TikTok First: The New Blueprint for App User Growth
Discover how TikTok’s unmatched ability to capture attention can become a powerful driver of app growth and learn proven strategies and key insights to unlock performance and scale.
Teresa Widodo
Head of Growth Partnerships,
TikTok
Beyond Installs: What Metrics Should App Marketers Track?
By tracking various touch points along the user journey, you can gain a comprehensive understanding of engagement and lay the groundwork for sustainable growth.
Takeaways:
- Elevate user quality through post-install event tracking
- Open the door to a deeper understanding of user engagement
- Anticipate challenges by identifying patterns in user drop-offs
- Keep user acquisition campaigns aligned with your performance goals
Moderator:
Yolande D'Mello
Senior Editor - Martechvibe, Vibe Media Group
Panelists:
Jason Teo
Vice President - Marketing,
Endowus
Maria Baschenko
Head of MarTech
Standard Chartered Bank
TheAsianparent X Netcore: The App Growth Formula for Engaging 30 Million Parents.
How Netcore helps theAsianparent, Southeast Asia’s #1 parenting platform, engage over 30M parents with personalised, compliant, and scalable marketing. The session will showcase how AI-powered segmentation and multi-channel engagement deliver measurable impact for brands.
Takeaways:
- How theAsianparent scaled engagement and lead generation with Netcore’s platform
- The role of advanced AI-led personalisation in driving meaningful customer journeys
- Why brands across industries trust Netcore to deliver ROI-driven growth
Anand Lakshmanan
Business Manager - Singapore,
Netcore Cloud
Finley Sutejo
Country Director - SG PH MY
The Parent Inc
Level Up Your International Growth Strategy
A look at how Tripadvisor built a global presence and continues to deliver localised value across diverse regions, languages, and traveler needs.
Going global is more than just translation – it’s about deeply localising how customers engage with your product in their own unique contexts. In this session, learn how Tripadvisor, one of the world’s most recognised travel platforms, has expanded its international reach while preserving strong local relevance. From navigating complex regional landscapes to tailoring user experiences across diverse languages and cultures, this presentation reveals the strategies, frameworks, and hard-won lessons that have shaped Tripadvisor’s path to becoming a truly global brand.
Mason Tay
Director, Global Markets Growth,
Tripadvisor
Compelling Content in the Age of Information Overdose
What does it take to grab and keep eyeballs for mobile real estate? Does delivering value on the go stand in the way of timeless stories? Does snackable content that can be engaged with in short bursts, have a long-term impact?
Takeaways:
- Learn how to create content that captures attention quickly yet maintains meaningful engagement.
- Discover techniques for snackable, on-the-go content that drives interaction and retention.
- Understand how short-form content can be leveraged to build lasting brand narratives and audience loyalty.
Dipashree Das
Head of Partner Growth Marketing- APAC & ANZ,
Amazon
AI-Powered User Growth: From Experiments to Scale
Discover how you can unlock new growth frontiers using AI—from performance marketing optimisations to generative content, personalised onboarding, and automated creative testing. This session breaks down actionable strategies and real-world examples of how teams are leveraging AI and lightweight innovations to acquire high-quality users more efficiently. Whether you’re experimenting or scaling, walk away with a playbook you can adapt to your stage of AI maturity.
Mayank Sancheti
Senior Vice President - Product,
Pocket FM
The D2C Shift: Unlocking Global App Growth Through Smarter Payments
- Emerging Growth Opportunities in 2025: How policy shifts and the rise of D2C are reshaping mobile app monetisation globally.
- Hidden Barriers to Scaling Payments: The conversion, compliance, and localisation challenges that silently erode revenue.
- Future-Ready Payments Strategy: Key factors to consider when choosing a partner for global scale.
- FastSpring in Action: How mobile apps can leverage the MoR model to launch faster, localise seamlessly, and maximise conversions.
Jay Jia
Head of APAC,
FastSpring
Must-haves – How to Build Habit-forming, Personalised Apps
To drive long-term retention and revenue, apps must move beyond features to build lasting user habits and deliver tailored, high-impact experiences. This session dives into how leading brands use data, behavioral insights, and personalisation to make apps truly stick.
Takeaways:
- Build habit loops that drive consistent engagement
- Reduce friction and optimise user journeys through testing and feedback
- Use dynamic content and segmentation to personalise experiences for diverse audiences
- Leverage predictive analytics to anticipate behavior and drive deeper personalisation
Moderator:
Praveen Chandran
Director - Product Management,
Carousell Group
Panelists:
Vincent Low
Co-Founder & CEO,
Potato Play
Neetesh Pansare
Associate Director - Expansion,
Shopback
Ettore Manetti
Principal User
Experience Designer
Riot Games
James Peng
Head of Growth Marketing,
Arta Finance
Roopa Sharma
Director - Brand & Content Marketing,
Audible
insights and best practices to optimise your app’s lifecycle, from initial launch to sustained growth.
Venue: Nova Room (L3)
Workshop Leader
Teresa Widodo
Head of Growth Partnerships,
TikTok
Insights and Success Stories
Explore the latest app growth trends on TikTok and the impact of app ads in driving user engagement and acquisition.
Learn how to kickstart your app growth journey and optimise performance across each stage of the app lifecycle.
Craft thumb-stopping creatives and content on TikTok to captivate your target audience and turn views into installs.
Designing for an Ageing Society: Creating Inclusive Mobile Experiences
As our region faces a rapidly ageing population, it’s crucial to prioritise inclusive design that caters to the needs of the elderly. This session explores the challenges and opportunities in designing mobile experiences for older adults, highlighting strategies to improve accessibility, usability, and engagement.
- Understanding age-related changes and their impact on mobile usage
- Designing intuitive interfaces for older adults
- Accessibility features and inclusive design principles
- Case studies and best practices for age-friendly mobile design
Harriet Wakelam
Executive Director Design,
DBS Bank
Driving Product Innovation through User Insights
This case study explores how foodpanda leverages behavioural data, customer feedback, and experimentation to place user insights at the heart of its product innovation strategy. Operating across diverse markets, foodpanda demonstrates how data-driven frameworks can uncover what truly drives consumer decisions while avoiding the pitfalls of relying on assumptions or fragmented inputs.
Takeaways:
- Different types of actionable user insights and how foodpanda applies them.
- How continuous insight loops are embedded into product and growth workflows.
- Adapting product strategies to cultural and behavioural nuances across regions.
ZeMing Chan
Head, Growth Innovation & Product Marketing,
Foodpanda
Cross-Border Success Through Hyper-Localisation and Geo-Targeting
Expanding apps globally requires more than broad strategies—it demands deep local understanding. In regions like Southeast Asia, cultural nuances, language differences, local regulations, and payment preferences shape user behaviour and marketing success.
Takeaways:
- How hyper-localisation and geo-targeting empower brands to create tailored experiences that truly resonate with diverse audiences?
- How to balance personalised marketing with privacy concerns in today’s data-sensitive world?
- Personalise onboarding and engagement to fit local user behaviors.
Moderator:
Yolande D'Mello
Senior Editor,
Martechvibe
Panelists:
Protik Roychowdhury
Vice President - Product,
Intellect
Esther Tan
Global Director of Marketing & E-Commerce,
Plaza Premium Group
There is much that is said about Generation Z but how much is myth, and what can marketers trust? This session is led by a brand that has cracked the code. If Gen Z looks at mobile devices as an extension of themselves, how can brands create authentic connections?
Bhavin Mehta
Managing Director,
Helpling APAC
Mobile Monetisation: Turning Users into Paying Customers
How can brands drive revenue without creating friction in the user journey? This session will explore how product leads and marketers can design sustainable monetisation models that not only generate income but ultimately also enhance retention and engagement.
Takeaways:
- Evaluating different monetisation models: freemium, subscription, in-app purchases, and ads.
- Identifying the right mix of revenue streams for your app category and audience.
- Balancing monetisation with seamless user experience and leveraging data and user insights to personalise offers and drive conversions.
Pablo Cantu
Head of Product (Programmatic Revenue & Subscriptions),
Bitsmedia
How does organic search contribute to app store optimisation? How can brands optimise word of mouth? Adapting your SEO skills to optimise mobile apps for better discoverability and downloads in the Apple App Store and Google Play Store. This session will explore:
- App landing pages: The page on your website dedicated to featuring your app.
- Store listing pages: Your Apple App Store and Google Play Store listings.
Discover how to build high-impact marketing funnels that attract, engage, and convert users across diverse markets. This session will explore advanced performance strategies, including precise audience targeting, multi-channel execution, and growth loops like referral programs—tailored for fast-growing regions in Asia.
James Peng
Head of Growth Marketing,
Arta Finance
What does it take to grab and keep eyeballs for mobile real estate? Does delivering value on the go stand in the way of timeless stories? Does snackable content that can be engaged with in short bursts, have a long-term impact?
