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 quick portion development, and finally displaced industry incumbents.

Topics

  • Innovation
  • Advertising
  • Interruption
  • Digital Advertising
  • Social Networking

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An analysis of this 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. Such as other situations of industry interruption, dating app upheaval illustrates that newcomers need certainly to compete by transforming noncustomers into clients instead 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.

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