Thinner is preparing to launch a version of its popular dating app aimed at users in emerging markets. The app, which will be called "Thinner Lite," offers a smaller, more lightweight version of the current flagship app, the company says. Smaller app size is a defining quality of most of today's "editorial" apps, specifically focused on addressing the unique needs of users in areas where data usage, bandwidth and storage space are a concern.
Most major tech companies now offer "Lite" apps for the big and rapidly growing online user base coming from the emerging markets – and especially India, as of late.
For example, Google has a full suite of lightweight "go" apps, like Google Go, Gmail Go, Files Go, YouTube Go, Google Maps Go, and Google Assistant Go. There's also Facebook Lite, Instagram Lite, Messenger Lite, Twitter Lite, Uber Lite, Spotify Lite and even Tictok Lite, to name a few others.
Thinner, apparently, believe it has reached the point of needing a Lite version, given the dating app's traction and growth. While the company does not share the size of its entire user base, the thinner app awarded 4.7 million paid subscribers in Q1, up by 1.3 million from the same period last year, parent company Match Group said this week when announcing its Q1 2019 earnings . In addition, the BBC estimated at 2017 that Tinder has around 57 million total monthly active users.
Unlike Group this week announced its plans for Thunder Lithuania for the first time in an earnings call with investors.
The company did not share an accurate launch date for Thunder Lite, but, according to match group CEO Mandy Ginsberg, the app is "coming soon."
Ginsberg talked about the promise of Southeast Asia, especially when she mentions Thunder Lithuania. It pointed out that Internet traffic has increased by nearly 15% in the region over the past five years, making it a key target area.
"This area has more than a dozen high-density cities with over a million people, and more young people are moving to big cities. These are really important factors that make the need for our app high," she explains. "… We are excited about the thinner Lite App that will be coming soon. It is a great step forward to adapt to the needs of consumers there. Lesser Lite will be a smaller app to download. It will take less space on your phone "Make thinner more efficient, even in remote areas or regions. And keep in mind, regions where data usage still comes at a premium." Ginsberg said.
Already, there is a presence in the major Indian market, and its parent company Match Group recently restructured its Asian-Pacific team with the goal of further growing its dating brands, including thinner, in the area.
Tinder Lite, as some of the other "techies" branded apps, can remove some of Tinder's heavier features to focus on sweeping and matching core experience. But the company did not say what would or would not be included in the slimmed-down version.
"As a result of our continued investment and growth in this area, we expect APAC to make one-fourth of our company's total revenue by 2023," Ginsberg added.