Match Group Massive Restructuring to Increase Revenue from Asia
Match Group, the parent company of dating app Tinder, declared on Monday, that it would be re-structuring its executive team to have a better focus on market opportunities for dating apps in Asia.
The group also owns other dating apps, including OkCupid, Meetic, Match, PlentyofFish, and others.
The company has nominated three new general managers in the Asian region to focus on countries like Japan, Taiwan, India, South Korea and other Asian countries in the south-eastern region.
According to Match Group, the reason for restructuring the executive team is the scope it envisions outside the US and European market, where around 400 million people are single. Out of these 400 million people, two-third have not tried any dating app till now.
Junya Ishibashi, one of the recently appointed General Managers, will now be looking after the region of Japan and Taiwan. Previously, he was the CEO of the group’s business Eureka in Japan.
Delhi based Taru Kapoor will be the GM of India, while Lyla Seo from Seoul is the general manager for South Korea and Southeast Asia region. Prior to being appointed as the General Manager, Seo was the regional director of East Asia for Tinder.
Mandy Ginsberg, the CEO of Match Group referring to the restructuring said, “Taru was originally hired to grow Tinder in India, but a little more than a year ago we increased her responsibilities to oversee the growth of other Match Group products in the country.”
In Korea, Match Group commends Seo with accomplishing the first ever TV ad of Tinder. This ad helped in increasing the download of the app by 2.5 times from 2016 to 2018.
The organisation plans to develop Tinder in the Asian region as Bumble, the rival dating app, has begun expanding in Asia.
With efforts to please the Indian users, Tinder has introduced features like more gender options and “My Move” feature, which allows the women to chat first.
In Asia, strategy of Tinder varies from its strategy in the US. For example in India, the app experiences issues due to lifestyle basis. This has led to an uneven ratio between male and female users of the app and when women join the app, the attention they receive is stunning.
Match Group has been increasing its roots in Asia from quite some time now. By the end of last year, the company had been able to leave its impression in almost half a dozen Asian countries. Ginsberg expects to raise a quarter of the company’s revenue solely from Asia in a span of five years.
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