3D Printing and Operations Management

What is 3D Printing?

3D printing, also known as additive manufacturing, is the process of building objects layer by layer from a digital file. 3D printing uses additive processes, compared to the standard molding or subtractive techniques to create objects from a variety of materials such as plastic, metal, ceramics, and paper. Materials can come in a variety of forms as well, ranging from powders to liquids. The process begins by creating a virtual design using a CAD file in a 3D modelling program. Existing objects can be copied using a 3D scanner, which creates a 3D copy and transfers it into the modelling program. Before the object is printed, the software divides the object into horizontal layers. The layers can number up to thousands, and are printed in sequential order on top of each other to create the 3D object.

The three most common forms of 3 dimensional printing are selective laser sintering, fused deposition modelling, and stereo lithography. Selective laser sintering uses powder and does not require any supportive structure which allows for very complex parts to be created. The process begins by inserting a layer of powder onto the building surface and a laser then designs the first layer into the powder. The platform is lowered and this process is repeated for every layer until the object is finished. Selective laser sintering is normally used to produce prototypes as well as finished products. This process is popular in the airplane industry. Elizabeth Palermo, a staff writer at Live Science states “it isn’t cost-effective for companies to produce physical molds for airplane parts. These molds would be too expensive to make and would then need to be stored for long periods of time without being damaged or corroded” (2013). 3D printing is a more efficient and inexpensive way for these airline companies to create components. Companies such as General Electric have acquired engineering firms using this process to build parts.

Fused deposition modelling requires two kinds of materials, one for the object being created and another that acts as a support. Elizabeth states “These materials take the form of plastic threads, or filaments, which are unwound from a coil and fed through an extrusion nozzle” (2013). This nozzle melts the materials onto the building surface, and creates the cross sections of the objects layer by layer which cools and hardens into each additional layer. Compared to stereo lithography and selective laser sintering, this is a slow process. However, this process is the most widely used in 3 dimensional printing and is used in the automotive industry (BMW), consumer goods manufacturing (Nestle), as well as in the medical industry. A report by the Mckinsey Global Institute suggests that “FDM is mainly used for single- and multipart prototyping and low-volume manufacturing of parts, including structural components” (2013).

Stereo lithography is the oldest form of 3D printing. The Mckinsey Global Institute describes the printing process: “a laser or other UV light source is aimed onto the surface of a pool of photopolymer (light-sensitive resin). The laser draws a single layer on the liquid surface; the build platform then moves down, and more fluid is released to draw the next layer. SLA is widely used for rapid prototyping and for creating intricate shapes with high quality finishes, such as jewelry” (2013).

Advantages and Limitations

Current advantages for companies using 3 dimensional printing include rapid prototyping, rapid manufacturing, reducing materials wasted, and the creation of objects that are extremely difficult or impossible to create otherwise. Perhaps the most important feature of 3 dimensional printing is the ability to create a 3d image on a computer and then being able to transfer to the printer to be created. This feature can “potentially skip traditional manufacturing steps, including procurement of individual parts, creation of parts using molds, machining to carve parts from blocks of material, welding metal parts together, and assembly” (Mckinsey Global Institute, 2013). Skipping these traditional steps increases efficiency exponentially.

Stratasys, EOM, and Archam are a few of the companies that make 3 dimensional printers. Their prices range from hundreds of dollars, to thousands of dollars, to over a million dollars depending on the size and technical components of the printers. When developing new products, all companies want to develop prototypes to test and further develop the specifications and functionality. 3 dimensional printing allows companies to develop their own prototypes. For example, without 3D printing Nike would have to outsource prototype creation; this results in a more costly and time-consuming development. However, with 3D printing, not only can Nike potentially change the size, coloring, and design of their prototype for a cheaper cost, these changes to the product can be reprinted the very same day.

Materials do not go to waste in 3 dimensional printing. An example of material conservation would be the powder used in selective laser sintering. While an object is being carved out of the powder material, all powder etched off of the final object can be used in creating the next object. This would save companies the cost of additional supplies and minimize the risk of spoilage or lost inventory.

3 dimensional printers have the ability to create objects “that are difficult or impossible to produce with traditional techniques, including objects with complex internal structures that add strength, reduce weight, or increase functionality” (Mckinsey Global Institute, 2013). These printers can produce highly complex and intricate structures, like objects featuring an internal honeycomb structure or organs with channels of blood vessels.

3D printing has the possibility of slashing the manufacturing process down to three steps: scanning, modelling, and printing. This has been the case in the development of hearing aids. This was previously a nine step process due to the high customization required for an individual’s ear structure. Now with the ability to scan ones ear and create a product from that scan, the process has been made faster and easier.

“Typically, the use and introduction of technology in a labor-intensive industry promotes efficiency and reduces costs. While machines reduce labor charges and optimize efficiency, they increase capital investment costs” (Sharma, 2013). This principle makes it difficult to measure if 3D printing is in fact less costly. “For low-volume manufacturing direct digital manufacturing is more cost-effective and simpler than having to pay and wait for machining or tooling, with on-the-fly design changes and just-in-time inventory being possible”(Barnatt, 2014).

Despite these advantages, there are limitations of 3 dimensional printing, which “include relatively slow build speed, limited object size, limited object detail or resolution, high materials cost, and, in some cases, limited object strength. However, in recent years rapid progress has been made in reducing these limitations” (Mckinsey Global Institute, 2013). As technology improves these limitations will be even further reduced, but each individual company must weigh the advantages and constraints of 3D printing.

3D Printing in Business Operations

“Most current 3D printers are not used to create final consumer products. Rather, they are generally employed for rapid product prototyping, or to produce moulds or mould masters that will in turn allow the production of final items” (Barnatt, 2014). “Typically, the use and introduction of technology in a labor-intensive industry promotes efficiency and reduces costs. While machines reduce labor charges and optimize efficiency, they increase capital investment costs” (Sharma, 2013). This principle makes it difficult to measure if 3D printing is in fact less costly. “For low-volume manufacturing direct digital manufacturing is more cost-effective and simpler than having to pay and wait for machining or tooling, with on-the-fly design changes and just-in-time inventory being possible”(Barnatt, 2014). The range of products using this technology is growing, and the variety of industries using it includes the automobile, weapons, jewelry, food, and medical industry. “3D printing for producing complex, low volume and highly customizable products is already accelerating” (Mckinsey Global Institute, 2013).

“The use of 3D printing to manufacture end-use parts is also now occurring. This is becoming known as direct digital manufacturing” (Barnatt, 2013). This manufacturing process is being used by Boeing and other aircraft suppliers print and use parts, as well as in the healthcare industry to build hearing aid earpieces and acetabular hip cups that are used by patients. “By 2017, Wohlers Associates estimates that sales of 3D printing products and services could hit $6 billion worldwide. It forecasts that by 2021, industry-wide sales could reach about $11 billion” (Tracy & Wagreich, 2013). 3D printing is a growing, profitable industry. In 2012, Stratasys controlled 56% of 3D printer market (Tracy & Wagreich, 2013), but as the sales grow, so will Stratasys’ competition.

Future Impacts

As 3D printing advances, so too will its adoption rate and usage. 3D printing technology still lacks the ability to create substantially large objects and is still questioned as to whether its object’s quality and strength are sufficient in many industries. The capital investment costs are also still very high.  “However, these costs are widely expected to decline rapidly in coming years as production volumes grow. Advances are also under way that could dramatically improve the output speed and quality of 3D printers” (Mckinsey Global Institute, 2013). The materials used in 3D printing still remain costly, but prices are declining rapidly and can be expected to decline further as volumes increase. Improvements are being made on all of its limitations, especially now that the patents protecting the development are ending or are very close to ending (Mckinsey Global Institute, 2013). This will encourage the development of better systems, lower costs, and more capabilities.

It is even projected by the Mckinsey Global Institute that in “2025, traditional manufacturing techniques will almost certainly have a large cost advantage over additive manufacturing for most high-volume products. However, 3D printing could become an increasingly common approach for highly complex, low-volume, highly customizable parts” (2013).

“The first big implication is that more goods will be manufactured at or close to their point of purchase or consumption. Many goods that have relied on the scale efficiencies of large, centralized plants will be produced locally. China has grabbed outsourced-manufacturing contracts from every mature economy by pushing the mass-manufacturing model to its limit. It not only aggregates enough demand to create unprecedented efficiencies of scale but also minimizes a key cost: labor. Under a model of widely distributed, highly flexible, small-scale manufacturing, these daunting advantages become liabilities. No workforce can be paid little enough to make up for the cost of shipping across oceans, and few managers raised in a pro-producer climate have the consumer instincts to compete on customization” (D’Aveni, 2013). Even if the per-unit production cost is higher, it will be more than offset by the elimination of shipping and of buffer inventories” (D’Aveni, 2013). With the projected rise of personal 3D printing, it is conceivable to think that they can buy or download the programs and modules to copy objects already being made, or even develop their own objects.

Managerial Implications

Managers today must understand what 3D technology is and how it can affect their respective industry and business model. It is not a dominant process being used at this moment, but in the very near future it certainly can be. If managers do not keep up to date with technological advances that affect the overall health of their business, they risk falling behind their competition and perhaps going out of business.

Managers today may want to outsource developing prototypes or the production of small, complex pieces to firms with 3D printing capabilities. This requires managers to have the personal skills to find and maintain new relationships with firms, while also maintaining pre-existing supply chain relationships that may be altered.

Managers must have cost analysis skills to make the right decision to switch from traditional manufacturing to 3D printing, as well as have knowledge on the new process’ technology, costs, quality, and all other factors.

The most important task for managers today is to ready themselves for a potentially massive overhaul on manufacturing processes. Managers must identify how they would change their factories, staff, machinery, location, product mix, and every other aspect of the business model to incorporate 3D printing if its impact on their industry is significant enough to promote change. Those managers that delay for long term planning will be too slow and ineffective to diversify and compete.

What are the advantages/disadvantages of using 3D printing?

References

Barnatt, Christopher. (2014). 3D Printing. Explaningthefuture.com. Retrieved from: http://www.explainingthefuture.com/3dprinting.html

D’Aveni, Richard. )2013). 3-D Printing Will Change the World. Harvard Business Review. Retrieved from: https://hbr.org/2013/03/3-d-printing-will-change-the-world

Hadhazy, Adam. (2013). Will 3D Printers Manufacture your Meals? Popular Mechanics. Retrieved from: http://www.popularmechanics.com/technology/gadgets/a8816/will-3d-printers-manufacture-your-meals-15265101/

McKinsey Global Institute. (2013, May). Disruptive technologies: Advances that will transform life, business, and the global economy. Retrieved from: http://www.mckinsey.com/insights/business_technology/disruptive_technologies

Molitch-Hou, Michael. (2015). Hershey & 3D Systems Unveil New Cutting-Edge Chocolate 3D Printer at CES. 3d Printing Industry. Retrieved from: http://3dprintingindustry.com/2015/01/06/hershey-3d-systems-unveil-new-cutting-edge-chocolate-3d-printer-ces/

Palermo, Elizabeth. (2013). What is Selective Laser Sintering? Livescience.com. Retrieved from: http://www.livescience.com/38862-selective-laser-sintering.html

Palermo, Elizabeth. (2013).Fused Deposition Modeling: Most Common 3D Printing Method. Livescience.com. Retrieved from: http://www.livescience.com/39810-fused-deposition-modeling.html

Palermo, Elizabeth. (2013).What is Stereolithography? Livescience.com. Retrieved from: http://www.livescience.com/38190-stereolithography.html

Purvis, Andrew. (2012). Will 3D Printers Make Food Sustainable? The Guardian. Retrieved from: http://www.theguardian.com/environment/2012/may/18/3d-printers-food-sustainable

Sharma, Rakesh. (2013). The 3D Printing Revolution You Have Not Heard About. Forbes. Retrieved from: http://www.forbes.com/sites/rakeshsharma/2013/07/08/the-3d-printing-revolution-you-have-not-heard-about/

Tracy, Abigail, & Wagreich, Samuel. (2013). Thinking of Starting a Business? Print Profits in 3-D Printing. Inc.com. Retrieved from: http://www.inc.com/best-industries-2013/samuel-wagreich/3-d-printing-overview.html

3D Printing.com. (2015). What is 3D Printing? 3d printing.com.Retrieved from: http://3dprinting.com/what-is-3d-printing/

Online Dating Stigma and Evolution

Just before the start-up of Facebook, online dating became a reality.  Companies like eHarmony began to create websites designed to recommend other people you may be interested in through guiding people to setup a personal page describing themselves and their interests.  But this did not catch on immediately because people were unsure of the legitimacy of meeting people online, not knowing for sure who you were actually talking to, and the overall creepiness of the whole experience since it was such a brand new concept.  Online dating was only able to become popular and viable with developments in social media and the rapid inheritance of Facebook.  . Facebook is the epitome of globalization in terms of communication, and dating apps are simply an extension.

The latest form of online dating has come through phone applications such as Tinder and Hot or Not.  Their surge in popularity is correlated with the sales of smart phones and Iphones and their application marketplace.  These applications are today’s form of meeting new people and the new dating scene.  IBISWorld released a report in March of 2013 indicating that 56.3% of the $2billion of revenue dating services industry is online.  Tinder was created in IAC`s research and development, which also owns OKCupid and Match.com.  IAC has a market share of 23.7%, followed by eHarmony`s 13.6%.  On the Apple App Store Tinder holds 42% market share followed by PlentyofFish at 20%, while eHarmony only has 8% share.  On Google Play Tinder is third in share with 20%, and eHarmony has 5%.

Tinder is the new form of dating for many reasons.  On a primitive level, human beings are not monogamous.  Over 50% of marriages fail.  An even more brutal assessment of human beings is that it is instinct to first judge someone based on their looks.  Justin Mateen, a co-founder of Tinder , says the app is “painfully honest”, and further elaborates by saying “In the real world, we’re constantly looking at people and judging them by how they look, what they’re wearing at that particular moment”.  Steven Spiel, a long time user of dating websites, and owner of over 2000 matches on Tinder, agrees with Mateen.  “People are not attracted to interests and hobbies; the very first judgement is based on looks, so you can say it is primal in function “says Spiel.  On top of this, many people are not looking to settle down with a spouse as early as before as findings in biological science are allowing humans to live longer and healthier.

According to The Guardian Media Network, Tinder has an estimated 450million profiles rated every day, and membership grows by 15% each week.  In fact, Tinder’s CEO Sean Radd announced that 1 billion matches, which occurs when two people both swipe right to each other, have been made since start-up, which was in January last year.  Those are incredible numbers upon comparison to the time it took twitter to grow.  Twitter launched in July of 2006 and took them 16 quarters, or 4 years, to reach 40million users, according to Twitter’s own IPO filing.  Justin Mateen says tinder has achieved rapid growth by focusing on connecting people with likeminded strangers, which he suggests is the opposite of what facebook does.  The strategy of placing their product with college students in the U.S. was instrumental as they were viewed as an influential group.

Tinder, unlike many other online dating sites has been able to shrug off the perception of being a desperate single looking for love to that of being a cool app.  Sites such as eHarmony and Match.com are embarrassing for people to admit to using, but according to Tomas Chamorro-Premuzic, who is a professor of business psychology, people who use tinder are proud to show it off to their friends.  This lends to the strategy of college students being the first to adopt the “cool” app, but the age of people using Tinder is broadening.  At first, 90% of users were between the ages of 18 and 24, now this age group only account for 50% of the users.  Justin Mateen further breaks down the age group percentages as 13-17 are over 7%, 25-32 are 32%, 35-44 are 6.5%, and 44 and over account for the rest.

“Tinder bridges the gap between digital and physical dating, enabling users to experience instant gratification and making Tinder almost as addictive as Facebook” says Chamorro-Premuzic, which is another reason why Tinder is preferred over classic dating sites.  Tinder has gamified and sexualised the process of dating, making it as fun as possible.  Spiel compares Tinder to that of a roulette game, saying “.  By making it seem like a game it relaxes people and makes it acceptable for people to pick up and try.  The roulette style of swiping across profiles for a yes or a no and the notification you get when you match with someone makes you feel like you have won a prize”.  “Mobile dating is much more than a means to an end; it is an end in itself“ says Chamorro-Premuzic, the process of using, or “playing“ Tinder is where people find pleasure.

The app does not ask you to convey yourself entirely, as it is photo based.  This is a huge turn on for people who do not want to show everyone everything they are.  .It has even been able to gain the trust of users by linking their photos and interests to Facebook; something dating sites cannot do.  By being linked to Facebook photos, it actually increases average levels of attractiveness.  “Mateen backs this by stating “On Tinder you have your five photos that you curate yourself, it’s more descriptive than seeing somebody in real life. People who use Tinder understand that”.

A significant advantage that Tinder has over other conventional dating websites is the feature called a “double opt in”.  This means that people can only message you if you have both swept right on each other, which avoids getting countless messages from people you have not seen on the app.  This unique feature is a leading contributor as to why females have adopted this app.  There is a much greater chance of having a positive experience with someone when both welcome the exchange.

However, Tinder does have negative feedback from the masses.  It has been widely known as just a site for “hook ups”.  This perception is not what the people running Tinder and IAC believe and have worked tirelessly to create their ideology, changing the discourse adopted by the masses.

We never intended it to be a dating platform. It’s a social discovery platform, facilitating an introduction between two people, It’s in the messaging of the company, but also in the small details: everything we’ve done is intended to make sure it’s not a hookup app, You can’t just walk into a coffee shop and say ‘let’s have sex!’. The world doesn’t really work in that way, our research shows that less than 6% of our users think it’s a hookup app, and early on that number was probably much bigger, so we’ve been working hard (Mateen, 2014).

Compared to eHarmony, creating your profile takes a matter of minutes.  Downloading the app may be the longest portion of creating your profile.  You do not need to answer multiple questions about yourself or your interests, since any information required is already on your Facebook account.  Today, technology and the sheer selling based on connectivity speed is what makes Tinder the number one choice for dating sites.  You can spend hours looking through a handful of people`s profiles on eHarmony or look through hundreds of profiles on Tinder within minutes through the easy touch screen swiping.

Our conventional ways of thinking, communicating, and going about our daily lives changes with technological advancements.  With the creation of so many other apps intended to share photos, videos, status updates, it was only a matter of time before a dating app was created.  Dating is considered a very awkward and sometimes avoided situation, but has been recreated in apps such as Tinder to make the process easy, fun, and exciting.  By changing the medium from a classic website profile into an IPhone or smart-phone app, it is more accessible, in tune with today`s technology, and eliminates a lot of the insecurities and creepiness associated with online dating.

References

Jones, Nate. (March 10,2014), From Tinder to Lulu: A Guide to the Modern World of Dating Apps. Retrieved March 16, 2014 from: http://www.people.com/people/article/0,,20795677,00.html

Huffington Post. (August 20, 2013). The Unwritten Rules of Tinder. Retrieved March 16, 2014, from: http://www.huffingtonpost.com/2013/08/02/unwritten-rules-tinder_n_3689441.html#

Witt, Emily. (February, 2014). Love Me Tinder. Retrieved March 16, 2014, from: http://www.gq.com/life/relationships/201402/tinder-online-dating-sex-app

Roberts, Daniel. (June 6, 2013). Hookup App Tinder wants to Change Its Image. Retrieved March 16, 2014, from: http://tech.fortune.cnn.com/2013/06/06/hookup-app-tinder-wants-to-change-its-image/#

Reyburn, Scott. (February 21, 2014). Valentine`s Day 2014: Tinder, eHarmony Led the Way Among Top Dating Sites. Retrieved March 16, 2014, from: http://www.distimo.com/blog/2014_02_valentines-day-2014/

Ha, Anthony. (March 13, 2014). CEO Sean Radd Says Dating App Tinder Has Made 1 Billion Matches. Retrieved March 16, 2014, from: http://techcrunch.com/2014/03/13/tinder-1-billion-matches/#

Kennedy, Tess. (February 14, 2014). Just In Time for Valentine`s Day – Tinder: Usage Stats, Early Ads, and Moving Past Dating. Retrieved March 16, 2014, from: http://returnonx.com/just-in-time-for-valentines-day-tinder-usage-stats-early-ads-and-moving-past-dating/

Friedman, Ann. (November 10. 2013). How Tinder Solved Online Dating for Women. Retrieved March 16, 2014, from: http://nymag.com/thecut/2013/10/how-tinder-solved-online-dating-for-women.html

Dredge, Stuart. (February 24, 2014). Tinder: the ‘painfully honest’ dating app with wider social ambitions. Retrieved March 16, 2014, from: http://www.theguardian.com/technology/2014/feb/24/tinder-dating-app-social-networks

Chamorro-Premuzic, Tomas. (January 17, 2014). The Tinder Effect: Psychology of Dating in the Technosexual Era. Retrieved March 16, 2014, from: http://www.theguardian.com/media-network/media-network-blog/2014/jan/17/tinder-dating-psychology-technosexual#

http://www.eharmony.com/about/eharmony/

Mcginn, Dave. (April 25, 2013). Skin DeepÉ Hot Dating App Lets Users Connect Based Solely On Looks. Retrieved March 16, 2014, from: http://www.theglobeandmail.com/life/the-hot-button/skin-deep-hot-dating-app-lets-users-connect-based-solely-on-looks/article11543123/

The Economist. (July27, 2013). Digital Dating: Young, Single, and Nearby. Retrieved March 16, 2014, from: http://www.economist.com/news/united-states/21582277-new-ways-satisfy-primeval-passions-young-single-and-nearby

Norton, Ally. (March 14, 2013). Tinder: Changing the Landscape of Online Dating. Retrieved March 16, 2014, from: http://www.collegemagazine.com/editorial/3522/Tinder-Changing-the-Landscape-of-Online-Dating

Summers, Nick. (September 5, 2013). Dating App Tinder Catches Fire. Retrieved March 16, 2014, from: http://www.businessweek.com/articles/2013-09-05/dating-app-tinder-catches-fire

The Evolving Online Dating Scenery

Just before the start-up of Facebook, online dating became a reality.  Companies like eHarmony began to create websites designed to recommend other people you may be interested in through guiding people to setup a personal page describing themselves and their interests.  But this did not catch on immediately because people were unsure of the legitimacy of meeting people online, not knowing for sure who you were actually talking to, and the overall creepiness of the whole experience since it was such a brand new concept.  Online dating was only able to become popular and viable with developments in social media and the rapid inheritance of Facebook.  . Facebook is the epitome of globalization in terms of communication, and dating apps are simply an extension.

The latest form of online dating has come through phone applications such as Tinder and Hot or Not.  Their surge in popularity is correlated with the sales of smart phones and Iphones and their application marketplace.  These applications are today’s form of meeting new people and the new dating scene.  IBISWorld released a report in March of 2013 indicating that 56.3% of the $2billion of revenue dating services industry is online.  Tinder was created in IAC`s research and development, which also owns OKCupid and Match.com.  IAC has a market share of 23.7%, followed by eHarmony`s 13.6%.  On the Apple App Store Tinder holds 42% market share followed by PlentyofFish at 20%, while eHarmony only has 8% share.  On Google Play Tinder is third in share with 20%, and eHarmony has 5%.

Tinder is the new form of dating for many reasons.  On a primitive level, human beings are not monogamous.  Over 50% of marriages fail.  An even more brutal assessment of human beings is that it is instinct to first judge someone based on their looks.  Justin Mateen, a co-founder of Tinder , says the app is “painfully honest”, and further elaborates by saying “In the real world, we’re constantly looking at people and judging them by how they look, what they’re wearing at that particular moment”.  Steven Spiel, a long time user of dating websites, and owner of over 2000 matches on Tinder, agrees with Mateen.  “People are not attracted to interests and hobbies; the very first judgement is based on looks, so you can say it is primal in function “says Spiel.  On top of this, many people are not looking to settle down with a spouse as early as before as findings in biological science are allowing humans to live longer and healthier.

According to The Guardian Media Network, Tinder has an estimated 450million profiles rated every day, and membership grows by 15% each week.  In fact, Tinder’s CEO Sean Radd announced that 1 billion matches, which occurs when two people both swipe right to each other, have been made since start-up, which was in January last year.  Those are incredible numbers upon comparison to the time it took twitter to grow.  Twitter launched in July of 2006 and took them 16 quarters, or 4 years, to reach 40million users, according to Twitter’s own IPO filing.  Justin Mateen says tinder has achieved rapid growth by focusing on connecting people with likeminded strangers, which he suggests is the opposite of what facebook does.  The strategy of placing their product with college students in the U.S. was instrumental as they were viewed as an influential group.

Tinder, unlike many other online dating sites has been able to shrug off the perception of being a desperate single looking for love to that of being a cool app.  Sites such as eHarmony and Match.com are embarrassing for people to admit to using, but according to Tomas Chamorro-Premuzic, who is a professor of business psychology, people who use tinder are proud to show it off to their friends.  This lends to the strategy of college students being the first to adopt the “cool” app, but the age of people using Tinder is broadening.  At first, 90% of users were between the ages of 18 and 24, now this age group only account for 50% of the users.  Justin Mateen further breaks down the age group percentages as 13-17 are over 7%, 25-32 are 32%, 35-44 are 6.5%, and 44 and over account for the rest.

“Tinder bridges the gap between digital and physical dating, enabling users to experience instant gratification and making Tinder almost as addictive as Facebook” says Chamorro-Premuzic, which is another reason why Tinder is preferred over classic dating sites.  Tinder has gamified and sexualised the process of dating, making it as fun as possible.  Spiel compares Tinder to that of a roulette game, saying “.  By making it seem like a game it relaxes people and makes it acceptable for people to pick up and try.  The roulette style of swiping across profiles for a yes or a no and the notification you get when you match with someone makes you feel like you have won a prize”.  “Mobile dating is much more than a means to an end; it is an end in itself“ says Chamorro-Premuzic, the process of using, or “playing“ Tinder is where people find pleasure.

The app does not ask you to convey yourself entirely, as it is photo based.  This is a huge turn on for people who do not want to show everyone everything they are.  .It has even been able to gain the trust of users by linking their photos and interests to Facebook; something dating sites cannot do.  By being linked to Facebook photos, it actually increases average levels of attractiveness.  “Mateen backs this by stating “On Tinder you have your five photos that you curate yourself, it’s more descriptive than seeing somebody in real life. People who use Tinder understand that”.

A significant advantage that Tinder has over other conventional dating websites is the feature called a “double opt in”.  This means that people can only message you if you have both swept right on each other, which avoids getting countless messages from people you have not seen on the app.  This unique feature is a leading contributor as to why females have adopted this app.  There is a much greater chance of having a positive experience with someone when both welcome the exchange.

However, Tinder does have negative feedback from the masses.  It has been widely known as just a site for “hook ups”.  This perception is not what the people running Tinder and IAC believe and have worked tirelessly to create their ideology, changing the discourse adopted by the masses.

We never intended it to be a dating platform. It’s a social discovery platform, facilitating an introduction between two people, It’s in the messaging of the company, but also in the small details: everything we’ve done is intended to make sure it’s not a hookup app, You can’t just walk into a coffee shop and say ‘let’s have sex!’. The world doesn’t really work in that way, our research shows that less than 6% of our users think it’s a hookup app, and early on that number was probably much bigger, so we’ve been working hard (Mateen, 2014).

Compared to eHarmony, creating your profile takes a matter of minutes.  Downloading the app may be the longest portion of creating your profile.  You do not need to answer multiple questions about yourself or your interests, since any information required is already on your Facebook account.  Today, technology and the sheer selling based on connectivity speed is what makes Tinder the number one choice for dating sites.  You can spend hours looking through a handful of people`s profiles on eHarmony or look through hundreds of profiles on Tinder within minutes through the easy touch screen swiping.

Our conventional ways of thinking, communicating, and going about our daily lives changes with technological advancements.  With the creation of so many other apps intended to share photos, videos, status updates, it was only a matter of time before a dating app was created.  Dating is considered a very awkward and sometimes avoided situation, but has been recreated in apps such as Tinder to make the process easy, fun, and exciting.  By changing the medium from a classic website profile into an IPhone or smart-phone app, it is more accessible, in tune with today`s technology, and eliminates a lot of the insecurities and creepiness associated with online dating.

References

Jones, Nate. (March 10,2014), From Tinder to Lulu: A Guide to the Modern World of Dating Apps. Retrieved March 16, 2014 from: http://www.people.com/people/article/0,,20795677,00.html

Huffington Post. (August 20, 2013). The Unwritten Rules of Tinder. Retrieved March 16, 2014, from: http://www.huffingtonpost.com/2013/08/02/unwritten-rules-tinder_n_3689441.html#

Witt, Emily. (February, 2014). Love Me Tinder. Retrieved March 16, 2014, from: http://www.gq.com/life/relationships/201402/tinder-online-dating-sex-app

Roberts, Daniel. (June 6, 2013). Hookup App Tinder wants to Change Its Image. Retrieved March 16, 2014, from: http://tech.fortune.cnn.com/2013/06/06/hookup-app-tinder-wants-to-change-its-image/#

Reyburn, Scott. (February 21, 2014). Valentine`s Day 2014: Tinder, eHarmony Led the Way Among Top Dating Sites. Retrieved March 16, 2014, from: http://www.distimo.com/blog/2014_02_valentines-day-2014/

Ha, Anthony. (March 13, 2014). CEO Sean Radd Says Dating App Tinder Has Made 1 Billion Matches. Retrieved March 16, 2014, from: http://techcrunch.com/2014/03/13/tinder-1-billion-matches/#

Kennedy, Tess. (February 14, 2014). Just In Time for Valentine`s Day – Tinder: Usage Stats, Early Ads, and Moving Past Dating. Retrieved March 16, 2014, from: http://returnonx.com/just-in-time-for-valentines-day-tinder-usage-stats-early-ads-and-moving-past-dating/

Friedman, Ann. (November 10. 2013). How Tinder Solved Online Dating for Women. Retrieved March 16, 2014, from: http://nymag.com/thecut/2013/10/how-tinder-solved-online-dating-for-women.html

Dredge, Stuart. (February 24, 2014). Tinder: the ‘painfully honest’ dating app with wider social ambitions. Retrieved March 16, 2014, from: http://www.theguardian.com/technology/2014/feb/24/tinder-dating-app-social-networks

Chamorro-Premuzic, Tomas. (January 17, 2014). The Tinder Effect: Psychology of Dating in the Technosexual Era. Retrieved March 16, 2014, from: http://www.theguardian.com/media-network/media-network-blog/2014/jan/17/tinder-dating-psychology-technosexual#

http://www.eharmony.com/about/eharmony/

Mcginn, Dave. (April 25, 2013). Skin DeepÉ Hot Dating App Lets Users Connect Based Solely On Looks. Retrieved March 16, 2014, from: http://www.theglobeandmail.com/life/the-hot-button/skin-deep-hot-dating-app-lets-users-connect-based-solely-on-looks/article11543123/

The Economist. (July27, 2013). Digital Dating: Young, Single, and Nearby. Retrieved March 16, 2014, from: http://www.economist.com/news/united-states/21582277-new-ways-satisfy-primeval-passions-young-single-and-nearby

Norton, Ally. (March 14, 2013). Tinder: Changing the Landscape of Online Dating. Retrieved March 16, 2014, from: http://www.collegemagazine.com/editorial/3522/Tinder-Changing-the-Landscape-of-Online-Dating

Summers, Nick. (September 5, 2013). Dating App Tinder Catches Fire. Retrieved March 16, 2014, from: http://www.businessweek.com/articles/2013-09-05/dating-app-tinder-catches-fire

Are Corporate Social Media Campaigns Always a Good Idea?

Social media has been adopted like wildfire, and the business world quickly realized the potential to use social media to reach out to their audience.  Almost all companies have a social media presence, as it is free and relatively easy to use and maintain.  Consumer interaction is also a good strategy to get individuals involved with the company, but it can backfire.

The European Central Bank released a new 10 euro banknote and decided to promote the release with a selfie competition through Twitter and Instagram. The rules of the contest include capturing a selfie with the banknote and using the hash tag #mynew10, without displaying the banknote in a situation that may negatively affect the perception of the company.  The contest immediately met the frustrations of people with the “Euro, Eruope, Austerity, and politicians in general.” (Chibber, 2014).  Some users highlighted their belief of unjustified presidential salaries, and the logic of such a contest.

Other were much more direct with their feeling towards the corporation, with this picture below receiving over 70 retweets.

What was the goal of the corporation for creating such a contest?  Instead of being able to highlight creative ways Europeans showed off their cool new currency,instil excitement about a new product, or provide the region with a sense of unity, the ECB basically showcased everything that is wrong with the region.

Mcdonalds also attempted a social media campaign through twitter using the hashtag #McDstories.  The intent of the campaign was to highlight good news relating to the fast food chain.  After sending out only 2 tweets Twitter users took advantage of the opportunity to highlight their own Mcdonalds horror stories.  Below are a few examples of tweets sent out using the hashtag.  Again, Mcdonalds gave the public the opportunity to slam their image instead of promoting it.

My brother finding a fake finger nail in his fries. #McDStories

#McDStories More than half a year since last McTerrible McFattening McMeal. I don’t McMiss the McFood McOne McBit.

Big companies and corporations that are subject to their share of controversy should think twice before asking social media users to share their stories and opinions.  Asking to share could really mean asking to dig your own grave.  It is possible to highlight company successes and positive economic outcomes without asking the public for their piece.

Works Cited

Chibber, Kabir. “The Hijacking of ECB’s Euro Selfie Competition was Swift and Brutal”. Quartz. WordPress. 18 November, 2014. Web. 23 September, 2014

Foreign Staff. “McDonald’s #McDStories Twitter campaign backfires”. The Telegraph. 24 January, 2012. Web. 23 November, 2014.

Criminal Investigation Launched by FIFA Following Allegations of Corruption

FIFA has asked the Swiss authorities to launch a criminal investigation into the bidding processes, as Qatar and Russia won bids to host the 2018 and 2022 World Cups.  Qatar has no football history or a suitable stadium, and FIFA also ignored its own medical officers that playing in the desert heat would be dangerous to player’s health.  FIFA has dealt with this criticism by moving the tournament dates to the winter which has caused anger with powerful domestic leagues that will have to suspend play.  Human rights activists have also been critical of Qatar for their treatment of migrant workers.

FIFA has received massive criticism over the past few days over the allegations, as their own investigation can be deemed a failure.  Former New York Attorney Michael Garcia led an investigation but did not have the authority to compel individuals to testify or give evidence.  For this reason, FIFA’s ethics committee concluded there was not sufficient evidence to strip Qatar and Russia of their bids.   However, 5 of the 22 members who voted in favor of Russia and Qatar have since left FIFA amid allegations of corruption. Among them is Mohamed bin Hammam, the Qatari football administrator.  Garcia’s report shows that Hammam has made several improper payments to African football officials and other FIFA executive committee members who planned on testifying against him.  Other members whop have been accused of corruption, though deny any such wrongdoing.

FIFA has not fully published any reports or findings on corruption into the bidding process and practicality of hosting the tournaments in these countries which leads many to believe they are covering up their own corruption.  Sepp Blatter, FIFA’s president has declared his interest and the case unfolding as “concluded” and does not speak with Garcia.

Swiss authorities will have the power to investigate money and asset transfers and spending via accounts that FIFA committee members and Qatar officials have in Swiss accounts.  This has been seen as a very time consuming process, which takes place at the same time both countries continue to prepare and spend for the tournaments with no backup country preparing.  Cancelling Qatar and Russia seems to be an impossible task at this stage of development.  The bids were accepted 4 years ago and it is a huge disappointment for all of this scandal and coverage to be brought into sight too late.  There is no practical choice of alternatives, as Garcia was even more critical of the two losing bids in England and Australia in his report.

Amid these allegations, it is easy to remember allegations of match fixing in the African Cup of Nations and World Cup qualifying matches, as well as scandals in the Italian premier league which saw teams relegated and heavily sanctioned.  It seems that the world’s most popular sport has succumbed to a culture of cheating.

Works Cited

The Independent, (Nov. 14, 2014). Fifa ask Swiss police to launch criminal investigation into Russia and Qatar World Cup bids following allegations of corruption. Retrieved from: http://www.independent.co.uk/sport/football/news-and-comment/fifa-call-the-swiss-police-to-look-at-possible-corruption-in-the-2018-and-2022-world-cup-bids-9868603.html

The Guardian, (Nov. 13, 2014). FIFA report into alleged corruption clears Qatar to host 2022 Woreld Cup. Retrieved from: http://www.theguardian.com/football/2014/nov/13/fifa-report-alleged-corruption-qatar-2022-world-cup

FIFA Financial Fairplay

Over the past few seasons and transfer windows, club spending on players has sky rocketed and wages have been inflated.  Super rich owners of top clubs have been able to spend freely on players, creating dream teams.  Manchester City and Paris St-Germain are the two clubs that coined this spending policy in order to become top contenders to win their leagues and cups.  Many other clubs have followed suit, as their rich owners no longer want to wait for success when they can simply buy it.  Other clubs have had no choice, because they will fall behind the quality of the competition.

The consequences of such spending have been drastic.  Transfer fee spending continues to go up every year with spending records by clubs and on individual players continually being smashed.  Real Madrid, a team that plays in the Spanish Premier League, has spent over $1 billion since 2002 on players, most notably buying two players for $160 million.  Despite rising profits, Real Madrid still posts a $94 million debt.  This is a team that has spent the most money in the world, and has won major titles which has huge monetary returns.  But what about big spending clubs that aren’t winning?  Rangers F.C. from Scotland went bankrupt from spending on player wages trying to keep up with fierce rivals Celtic.

Michael Platini, UEFA President, created financial fair play in order to curb this ridiculous spending.  The policy evaluated every clubs from the top five leagues financial statements and found that 46 clubs failed to break even and 20 made losses of more than the acceptable $45 million over the past 3 seasons. UEFA has threatened financial and sporting sanctions against these clubs, but it is widely speculated that it is one big bluff.

It is also speculated that the financial fair play policy will not see any changes to the dominant displays by Europe’s top teams due to previous spending but instead cement their place.

Works Cited

The Guardian. (2014, April 30). financial fairplay: how it works and the penalties clubs could face. Retrieved from: http://www.theguardian.com/football/2014/apr/30/football-financial-fair-play-how-it-works

Forbes.(2014, May 9).Real Madrid post highest revenue in history of team sports. Retrieved from http://www.forbes.com/sites/kurtbadenhausen/2014/09/05/real-madrid-posts-highest-revenue-in-history-of-sports/

Nike Magista

On May 22 Nike unveiled their most ambitious project to date in the form of a soccer cleat.  The Nike Magista is the first of its kind, with the main feature change to how soccer cleats are made being the sock attachment.  For the first time, Nike integrated their fly-knit technology found in many of their running shoes into this soccer cleat, allowing for improved comfort, lightness, and feel for the ball.

I was finally able to get my hands on this soccer cleat and I was excited to say the least.  The Magista retails for $275, which I can’t really afford when I have a pair of soccer cleats that work just fine.  The other reason why it took me so long to try them out is because retail stores do not have them in stock yet and can only be bought on-line.  So after waiting my friend finally bought a pair and let me try them out.  There are currently three colorways of the Magista (yellow, black, and teal).

After lacing the cleat up, you can immediately feel the effect of the sock attachment.  It is incredibly comfortable (thank you fly-knit technology) and there is a sense of complete synergy between your foot, ankle, and soccer cleat.  The cleat is also incredibly light, keeping the trend of lighter is better alive.  The other trend of soccer cleats today is the added sticky texture on the toe which adds friction and more control of the soccer ball.  The Magista uses a 3-D knitted texture to add this into the boot, which reduces the amount of space between your foot and the soccer cleat.

Another feature of the cleat which is highly noticeable after running around is the 360 degree rotational traction on the four studs placed around the outside of your foot.  This is the biggest improvement for me, as soccer players are constantly changing direction and speed.  Ankle injuries are the most common for soccer players and this feature makes it much easier to patrol the field with fluidity and ease.

Overall, I rate this cleat among the best.  The innovation and R&D done by Nike is first class and miles ahead of the competition.  I currently wear and love the ADIDAS Copa Mundial, which is a cleat that has not changed its design from day one.  So for me to say that I will definitely buy the Magista when my leather cleat breaks says something about this new technology.

The Effects of Athlete’s Misbehavior on Brands and Advertising

The National Football League is one of America’s biggest sporting events, and also one of the biggest brands.  Many top level athletes are treated as celebrities, and live very visible, well documented lives.  Players often receive acknowledgement for top performances on the field, but news of players off of the field is what tends to get the most attention, and often leads to their careers becoming stained.

Ray Rice, a running back for the Baltimore Ravens, was released by the team and suspended indefinitely by the league hours after footage of him striking his then fiancée was released by TMZ.  However, it is believed that the NFL’s commissioner Roger Goodell may have known about the footage prior to the public, and may have only acted this way to appease the outcry.  It is in the best interests of the NFL to attract and retain the best talent in the world of football to present the best league in the world, but it is just as important for the league as a brand to stand up to such acts and portray themselves with integrity.

YouGov BrandIndex recently measured the NFL’s brand score and saw that their perception levels dropped to the lowest point since 2012, and that their fan base is 46% female.  Branding Keys rates the NFL as the best brand in America when it comes to consumer loyalty, which brings a small quandary.  Will this affect the league’s revenues? will fans stand up for humanitarian rights over their favorite football team?

Jason Sullivan, who is a managing director of ad agency Publicis Seattle believes there will be an impact but that “depends on how the league continues to address the problem”.  Sponsors and advertisers will be watching closely as well, as many will drop the NFL and look elsewhere to conduct business if things do go south, as they do not want to be associated with brands and/or individuals that are controversial.

The NFL would do well to follow the example of other sporting brands such as FIFA and their “say no to racism” campaign to try and curb spectators from racist chants and acts.  Athletes and brands have to uphold the highest standard of ethical integrity today as they are followed by millions of people on social media and represent their nation, team, and any affiliation through sponsors.  Some athletes are able to work through their problems and get back on the pitch, see Michael Vick, but it is a road less travelled.