The 'be' app is Vietnam's latest ride-hailing service, competing with Grab and Gojek as it expands across Southeast Asia. With ambitions to serve over 100,000 drivers and offer multiple services, 'be' recently secured $30 million for growth, claiming a 35% market share in ride-hailing. The document emphasizes the importance of using clone apps for quick launches in the competitive on-demand service market, suggesting that business owners focus on efficiently developing their platforms to attract and retain customers.