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Even without Tinder, we’ve been focusing on [these aspects ] for the past couple of years because we knew that it was coming.” Online dating services have traditionally relied on two different business models – subscriptions and advertising.

Until recently, Tinder, which helps 50 million global users find casual hook-ups or true love, got by without any advertising But like any true romance, its model has evolved.

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Match Group, the online dating behemoth that owns the wildly popular Tinder, as well as other matchmaking companies such as Ok Cupid, and Plenty Of Fish, raised almost US$400 million in its initial public offering late last year.

Based on the IPO price, the group has a market value of about US$2.9 billion.

“It’s very mobile centric, and we’ve had to smarten up our mobile products – that’s been a very big focus for us,” he says.

“People are certainly leaning toward those devises so much more and they want instant results and ease of use.

“Do they just want to see how popular they are on the site?

Is there a more casual feel or are people looking for relationships?” Heysen believes that some users are attracted to sites with subscription models because they signal that people are more serious about dating.RSVP, which has about 2 million users, offers free membership but users must pay between A and A for “stamps” to make contact with others.By using geo-locational technology on your smart phone, Happn connects users with other users as they pass each other on the street, as long as they’re within a certain radius of one another.The site, which has raised US million since its launch, says it allows people to “seize everyday coincidences” and “avoid missed connections”.Heysen says that while Tinder opened up the online dating market to a new breed of apps, the company is still finding its feet.

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