Unlike incumbent competitors that collected and relied on a lengthy variety of individual choices to ascertain matches, Tinder centered on look.
TinderвЂ™s user that is gamelike enticed over looked users, resulted in quick part development, and finally displaced industry incumbents.
An analysis of this U.S. mobile app that is dating from the inception in 2007 to its phenomenal shakeout in 2013 demonstrates that Tinder changed the overall game вЂ” quite literally. As with other instances of industry interruption, dating app upheaval illustrates that newcomers want to compete by changing noncustomers into clients instead of 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. (more…)