The dating umbrella currently brings in 10% of its revenue from the region but, according to CFO Gary Swidler, it is aiming to increase that share to 25% by the year 2023.
To achieve this goal, Mandy Ginsberg has vowed to increase the size of the Asian workforce by 40% and substantially invest in region-wide marketing campaigns.
Analysts at Seeking Alpha believe the company should be able to achieve rapid growth in the continent because of Tinder’s strong position as an industry-standard brand and the large untapped market potential.
Fast Company has been analysing Match Group’s current position in the Asian market and how it has managed to have such a significant impact.
Pairs is Match Group’s standalone brand in Asia, although it is always keeping an eye out for any potential investment opportunities.
Based out of Japan, Pairs has been able to establish itself because the developers are clued into what Asian singles are looking for in a product. For example, the heavy workloads in Japan make mobile dating an ideal time-saver for business people, especially those who spend an obscene amount of time on their smartphones.
Further, market-specific features, such as adding blood types to profiles, help to make it stand out. In Western markets blood types aren’t an important criterion that singles look for in a partner, but in Japan it is regarded to be a key personality definer.
Tinder is preparing to roll out a ‘Lite’ version of the app to target users in more rural APAC areas.
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