14 FEB 2019

Special report: carrier billing for dating services in 2019

POSTED UNDER Case Study Dating Digital Goods Direct Carrier Billing
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Andrea Boetti

Director of Strategic Partnerships, Fortumo

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Dating apps have come to stay (for now, anyways). When Tinder revolutionized the dating scene over five years ago, many people were sceptical about the rise of this new technosexual era. It was predicted that dating through apps can’t lead to long-term relationship success.

The time has proved if not the opposite, then at least that these fears did not come true. Just two years after launching in 2012, Tinder was registering more than a billion “swipes” a day. Even tech giants such as Facebook have become interested in the dating scene after seeing Tinder’s success. There are 200M users on Facebook who list their relationship status as “single.”

Dating apps are now a firmly established part of the dating scene. These include Tinder, Bumble, Hinge and a range of others suited to different tastes. The basis of these apps is simple. Users can create a profile by uploading several photos, along with a short text description. This becomes visible to other users who can then ‘like’ or ‘dislike’ the profile.

In this report, we give an overview of how carrier billing fits into the existing monetization strategy of dating services. We profile the markets with the biggest potential for carrier billing, also highlighting end-user spending trends for each market. Finally, the report explains how mobile operators – often the biggest consumer-facing digital companies in their country – can help dating services increase user acquisition and revenue through marketing support, once a dating service provider has decided to implement carrier billing.

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