Unlike incumbent competitors that gathered and relied for an extended directory of personal choices to determine matches, Tinder centered on look.

Unlike incumbent competitors that gathered and relied for an extended directory of personal choices to determine matches, Tinder centered on look.

Tinder’s gamelike user experience enticed over looked users, generated quick part development, and finally displaced industry incumbents.

An analysis for the U.S. mobile dating application industry from the inception in 2007 to its phenomenal shakeout in 2013 demonstrates that Tinder changed the overall game — quite literally. Such as other situations of industry interruption, dating app upheaval illustrates that newcomers have to compete by changing noncustomers into clients in the place of challenging incumbents when it comes to 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. Continue reading “Unlike incumbent competitors that gathered and relied for an extended directory of personal choices to determine matches, Tinder centered on look.”