Tinder’s gamelike user experience enticed over looked users, resulted in quick section growth, and finally displaced industry incumbents.
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An analysis regarding the 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 — quite literally. Such as other instances of industry disruption, dating app upheaval illustrates that newcomers have 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.