Dating Disruption — How Tinder Gamified a business

Dating Disruption — How Tinder Gamified a business

Tinder’s gamelike user experience enticed over looked users, resulted in fast section development, and finally displaced industry incumbents.

Topics

  • Innovation
  • Advertising
  • Interruption
  • Digital Advertising
  • Social Media Marketing

What things to Study Next

An analysis associated with the U.S. mobile dating application industry from the inception in 2007 to its phenomenal shakeout in 2013 demonstrates that Tinder changed the video game — quite literally. Like in other instances of industry disruption, dating app upheaval illustrates that newcomers have to compete by changing noncustomers into clients as opposed to challenging incumbents for the established conventional market. The opportunity to overthrow incumbent competitors, our research shows that altering the user experience for an overlooked market segment, not technology, is the key success driver for industry disruption although emerging technologies may allow newcomers.

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Dating apps, including eHarmony, Match.com, and OkCupid, originated as desktop-based dating internet sites into the dot-com age and transitioned to mobile apps after the iPhone had been introduced in 2007. These apps dominated the industry using their first-mover benefits and user that is large. Given that they had more users, these incumbent platforms offered users a greater likelihood of locating a suitable partner. Read more