5 Main Problems with Tinder’s Business Strategy
Problem number 1 - Versatility
In an effort to become a universal application that is available to everyone, Tinder has lost its exclusivity. It wants to please everyone. It is its main strength and weakness at the same time. It does not take into account the nuances of each of its users, and there are many aspects it should consider, like: territorial, national, behavioral, socio-cultural. That is why users, having tried Tinder and not finding anything interesting in it, switch to other applications. If new services will respond quickly to requests from their usersl, manage your high sex drive like Chatto and Huggle, they will be popular.
Problem number 2 - Focus on money, not on users
Another problem with Tinder is its size. Like any large company, it is more concerned with its good financial performance than it is with being customer orientated. That is why the service is extremely slow in introducing any new features that its audience wants. But the "shark of dating" was very quick when it came to adding lots of paid services into it. A reasonable balance between paid and free features would have been a lot more reasonable of an approach.
Problem number 3 - Privacy and security
The downside of Tinder is that the service pays little attention to privacy and data integrity. Over the past few months, attempts at hacking the service and stealing personal information have become quite frequent. So far we do not know how successful such attempts have been, but the system is still pretty weak. Account authorization via Facebook does not add privacy to the service, since if necessary, you can get complete information about the user. The new trend on the dating market is to ask as little of information from user as possible. This simplifies the process of getting into the service in general.
Problem number 4 - Audience segmentation
Tinder relies is focused on its young audience (that being around 25-30 years old). This is partly reasonable, but hundreds of millions of people that are older than that feel alienated. This is a good chance for many other services to focus on the needs of adult user and there’s been quite a few of such services that have been successful. Service is often criticized for its desire to rank the audience by some criteria of sorts. Naturally, people do not like being divided into the best and worst. By the way, Tinder has introduced a differentiated subscription price depending on age: the older you are, the more you pay. This wasn’t a good move and it opens up additional opportunities for competitors who do not divide the audience, such as Happn or Zoosk.
Problem number 5 – It isn’t well optimized
Another problem is purely technical. The Tinder application actively “eats” the battery of your phone for some reason. I mean, how could it be this way, it looks like the most basic app ever. This frustrates many users, why would an app like that be so punishing for your battery life? Therefore, these users may prefer a less energyintensive service instead. These are only the main Tinder problems that competitors can use as opportunities. As a businessman, you should take note of them and act quickly, as a more aggressive player may take your place.