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Unlike incumbent competitors that collected and relied on a lengthy set of individual choices to ascertain matches, Tinder centered on look.

Tinder’s user that is gamelike enticed overlooked users, resulted in fast part development, and fundamentally 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 video game — quite literally. Like in other instances of industry interruption, dating app upheaval illustrates that newcomers need certainly to compete by changing noncustomers into clients in the place of challenging incumbents when it comes to established mainstream 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