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Bumble
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==Bumble competitive advantage== Bumble is a dating app very similar to Tinder and the rest of the dating apps. The app shows you a series of profile, and you swipe right if you like the person or left if you don't. If you like each other, then it's a match and you can start talking. But with Bumble, there is a catch: Only women can start the conversation. With this simple rule, the company is trying to create its own competitive advantage by pursuing a differentiation-focus strategy: building a women-centered dating app. In its most recent 10-K, Bumble wrote: <blockquote>Our users connect deeply with our brand, making it a powerful marketing tool which generates word of mouth virality and strong, efficient user acquisition.</blockquote> While Michele Sanguanini believes that enhance the brand through marketing campaigns centered around women is an excellent idea, he doesn't think it will be enough to succeed in the dating industry. The addressable market is too broad and could easily be targeted by more specific dating apps aimed at, for example, older age groups (Lumen and SilverSingle for over 50) or specific religion (Muzmatch.com for Muslims or JDate for Jewish persons). In addition, the concept of "swiping" is getting old, and it's being replaced by more meaningful ways of matching already offered by the new apps such as Hinge or Once.
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