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How do dating apps make money? The Business of Business looks into the tricky, booming business of monetizing swipes.

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InTinder revolutionised the online dating industry with a simple system, swipe right if interested, left if not.

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How tinder makes money

Remember Me. Lost your password? Eligible candidates provide information on their public profiles pictures and a brief text in return for access to the pool of profiles of potential matches, which can be filtered by distance, gender, sexual orientation and age.

Successful matches unlock a chat screen that enables both users to communicate. In order to avoid obsolesce, a very common outcome for most of the online dating ventures, and keep up the momentum, Tinder is constantly changing its model and trying different features to become more customer-centric and monetize its value. Tinder delivers value to customers by maximizing their chances to make meaningful matches.

The key characteristics to fulfil the customer promise are the following:. I think this post is really interesting. I believe Tinder, as Facebook, generates a lot of value from its current users which are their biggest assets.

The business of dating apps: how do swipes actually make money?

As you mentioned, this verification generates trust and associates Tinder with a recognized brand name. I believe that the most important part of the operating model you mentioned is the dating that Tinder is a customer centric company and adapts to the need of the consumer to generate value. This business and focus on model is critical to ensure they stay relevant in the fast paced app market. My concern with their business model is with keeping its user base How does Tinder keep its users from continued usage after a match is made.

It almost seems as though a romantic match is another lost user! Like Facebook where users have data and pictures that they have collected over a long period and continue using it, here as soon as site lasting match is made the couple would drop off.

Additionally competitors — There seems to be a fairly low barrier to entry, and a of users maintain their s on more than one app. How does Tinder keep a users interest live on their app. Aditya raises two great points. Maybe Match knows that, and actively positions Tinder in that way. However, this le to some degree of social stigma. In all likelihood, these type of users will only invest their money in a site where they believe they are likely to find a long-term relation.

I clearly see the potential for growth of this business.

My concern here is their monetization strategy seems a bit week, despite its very strong attraction for users. Monthly subscription and campaign only is a bit underestimating the potential for monetization from this business. Great pick, great article. As Tinder pushes new people in, there sure will be some other users ing the potential customer base. So, after reaching a critical mass, tinder will easily be the established brand of this market as Facebook. Secondary struggle will be connecting these new products to monetization instruments.

Online dating industry statistics

Do you know any plans around how company is planning to expand its product offering and its monetization instruments? Thanks again for the very interesting article. It is particularly intriguing after having the Facebook case in class. You must be logged in to post a comment. The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming organizations and the greater world.

Want to learn more about technology and organizations? Password Remember Me Lost your password? All photos displayed must first have been published on Facebook or Instagram.

Monetization: Tinder monetizes their business model in two ways. Student comments on Tinder: Business vs.

Operating Model — is it a match? December 14, GabyR says:. December 14, Aditya says:.

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December 14, CT says:. December 14, I says:. December 14, SR says:. December 15, Emre Sahin says:. Leave a comment Cancel reply You must be logged in to post a comment.