Bumble was developed as an iteration of the popular location based
dating application Tinder. So much so because one of the founder Whitney
Wolfe was a cofounder of Tinder. As a $750 Million start-up, Bumble’s
focus is to monetize their user-base. Since it is not answering to
stockholders, the decision making power behind Bumble lies in the hands
of a relatively small group of people.
Also because of the ties
to Tinder, many of the corporate decisions are similar. Choices like
maintaining a Facebook profile to use are transferred from the Tinder
platform because the target audience is quite similar.
The public sexual harrasment case between Whitney Wolfe and her former company Tinder, help market the story of Bumble as a "feminist" application. Many users relate to her story, and feel that this application is catered to their own issues in the dating world.
This identity, as an application that supports feminism, draws more users to the app, though arguably it does not support feminism (or equality) at all. However, the attention Whitney Wolfe gained because of the very widely followed sexual harrasment case is being redirected to her new feminist venture.
Another aspect of this, is that Whitney's Wolfe's target audience is specifically current Tinder audiences, and is in direct competition with the original application's user base. This history between the two owners translates to a much more specific business model.
http://www.businessinsider.com/tinder-co-founder-whitney-wolfe-and-bumble-2015-1
http://www.pcadvisor.co.uk/feature/software/what-is-bumble-bumble-dating-app-faq-3590386/
Van Dijck, Jose. "Who Shapes Online Sociality ?" European Journal of Cultural Studies 15.4 (2015): 595-98. Web. 18 Dec. 2015.
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