3. What are the pros and cons of Match Group’s current product portfolio strategy, having different apps, which cover the same basic needs? Based on this, what are the implications for Match Group’s future product strategy? One of the world’s oldest professions is matchmaking, and the given role of technology in today’s world, it’s no surprise that the industry is booming. With an explosion of new websites and apps, the dating services industry has performed very well in the past five years and is continuing to grow as today’s singles turn to the internet for help finding love.

Dating apps have somewhat revolutionised the way the world dates today: if on Valentine’s day love is not in the air, check on your smartphone! Millions of people use the apps to overcome social barriers and in some cases their shyness.

Today, over 30 per cent of all new established relationships start on dating apps. Consumers’ dating preferences vary significantly, influenced in parts by demographics, geography, and sensibility. As a result, the world market for dating products is fragmented, and no single product has been able to effectively serve the online dating category as a whole.

Dating sites provide access to more potential partners than do traditional dating methods, but the act of browsing and comparing large numbers of profiles can lead individuals to commoditise potential partners and can reduce their willingness to commit to any person.