PlentyofFish

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PlentyOfFish
Type Private
Founded 2003
Headquarters Vancouver, Canada
Key people Markus Frind, Founder and CEO
Revenue $10 million USD[1] (2008 estimated)
Employees 66[2]
Website pof.com

PlentyOfFish (POF) is an online dating service, popular primarily in Canada, the United Kingdom, the United States, Ireland, Australia, Brazil[3] and the United States.[4] The company, based in Vancouver, British Columbia[5] generates revenue through advertising.[6] While it is free to use, PlentyOfFish offers premium services as part of their upgraded membership, such as seeing when a user profile was viewed, and allowing users to see whether a message has been read and/or deleted.[7]

History[edit]

Markus Frind, CEO and Founder of PlentyOfFish Media Inc., graduated in 1999 from British Columbia Institute of Technology with a diploma in Computer Systems Technology.[8]

In 2004, PlentyOfFish became a full-time business for Frind.[9] He ran the site independently until 2008, when he began hiring other employees at his new Vancouver headquarters.[10] In 2009, PlentyOfFish also launched a contest with Lady Gaga allowing single members to go together and meet the singer during her "Fame Monster" tour.[11]

The website for PlentyOfFish appeared in several music videos in 2010: in Lady Gaga's "Telephone", Natasha Bedingfield's "Touch", Ke$ha's "We R Who We R", Flo Rida and Akon's "Available", Jason Derulo's "Ridin' Solo",[12] and 3OH!3's "Double Vision". In 2011, it appeared in Britney Spears's music video for "Hold It Against Me". Many of these appearances are undisclosed paid product placements[13][14] which have met with highly negative reviews.[15][16]

In 2010, PlentyOfFish launched mobile apps for iPhone and Android.[17] As of May 2013, about 70% of POF´s log-ins come from mobile devices.[18]

On January 21, 2011, it was discovered that the PlentyOfFish website had been hacked which exposed the personal and password information on nearly 30 million user accounts.[19] Since the alleged hacking incident, Frind alleges he has identified persons he believes are responsible for the hacking, and alleges he is threatening legal action in response to the widespread negative media exposure. At the time this received global media exposure and security experts blame PlentyOfFish for the security and privacy lapse specifically for keeping users' passwords unsecured.[19][20]

On February 28, 2012, the parents of US Army Lieutenant Peter Burks sued PlentyOfFish. The parents' lawsuit alleges photos of their son, who was killed in Iraq in 2007, were used without permission. The parents are seeking compensatory and punitive damages.[21]

In an August 2012 interview, Markus Frind stated that based on the millions of relationships and marriages PlentyOfFish has created over the past several years, it is estimated that over 1 million babies have been born as a result of the website.[22]

On May 20, 2013, Frind implemented several changes to the website with the stated goal of focusing on "meaningful relationships." Among these changes were the removal of the "intimate encounters" option.[23] A related feature that was eliminated was the option to contact clients of age differences greater than "Markus," presumably Frind, found tasteful. Although the PlentyOfFish site and its "matching" criteria continue to match couples with age differences greater than the 14 year guideline, attempts to contact the "matches" resulted in an inbox message from Markus stating, among other things, "[t]here is no reason for a 50 year old man to contact [a] 18 year old women (sic)" [24]

Staff[edit]

PlentyOfFish employs 66 people, including developers, marketing managers, and customer service representatives.[2] The site relies on volunteers to monitor forums and sort through the 50,000 new photos that come in each day.[25]

Technical details[edit]

The website uses the following technology:[26]

Statistics[edit]

  • Registered users: 76,000,000 (February 2014)[27]
  • Dating site ranking in the UK: 1 (Comscore May 2011)[28]
  • Dating site ranking in Canada: 1 (Comscore June 2008)[29]
  • Dating site ranking Worldwide: 1 (Hitwise, August 2011)[30]
  • U.S. site by market share: 1, with 18.57% of the market (Hitwise, August 2012)[31]
  • Number of page views a month: 2 Billion (April 2012)[32]

Awards[edit]

PEER 1's PlentyofFish.com video customer story won three bronze awards in the Video categories of Infomercial, How-To/Instructional and Comedy at the Telly Awards.[33]

References[edit]

  1. ^ Gomes, Lee (2007-05-23). "PlentyofFish Owner Has the Perfect Bait for a Huge Success". The Wall Street Journal. Retrieved 2007-05-23. 
  2. ^ a b "POF Expands Team To 66, And Creates New Consumer Blog". OnlinePersonalsWatch. 2009. Retrieved 2012-08-23. 
  3. ^ "‘‘POF Takes Top Spot In Brazil’’ at OPW". Retrieved February 16, 2012. 
  4. ^ "‘‘PlentyOfFish.com How one man beat the big guys’’ at ARCast.TV". Retrieved August 3, 2007. 
  5. ^ "Plentyoffish fires darts at eHarmony, Match.com on Valentine's Day". Itbusiness.ca. 2012-02-14. Retrieved 2012-05-18. 
  6. ^ "‘‘Plenty of Fish Fact Sheet’’ at POF". Retrieved February 3, 2009. 
  7. ^ "‘‘Plenty of Fish Upgrade’’". Retrieved January 13, 2011. 
  8. ^ "School of Computing and Academic Studies: Computer Systems Technology". B.C. Institute of Technology. Archived from the original on 2007-10-12. Retrieved 2007-12-09. 
  9. ^ Lehman, Michael (2007). "IIS Show #10 – PlentyOfFish.com and IIS 6 = Plenty of performance". Channel 9. Retrieved 2007-04-12. 
  10. ^ Chafkin, Max (January–February 2009). "And the Money Comes Rolling In". Inc. Retrieved 2009-02-21. 
  11. ^ Ein, News (November 2010). "PlentyofFish.com Teams Up With Lady Gaga". Retrieved 2010-01-19. 
  12. ^ "Jason Derulo Is Ridin' Solo on PlentyofFish.com". June 2010. Retrieved 2011-02-18. 
  13. ^ Hampp, Andrew (2010-03-13). "How Miracle Whip, Plenty of Fish Tap Lady Gaga's 'Telephone'". Advertising Age. Retrieved 2012-08-07. 
  14. ^ Elliott, Stuart (2011-02-17). "Plenty of Fish, a Dating Site, Promotes Itself in Music Videos". New York Times. Retrieved 2012-08-07. 
  15. ^ Weiner, Juli. PlentyOfFish.com, Get Out of Music Videos and Get Back to the Internet. Vanity Fair. Retrieved 2012-08-07. 
  16. ^ Kelly, Liz (2011-02-18). "Celebritology 2.0 - Britney Spears debuts 'Hold It Against Me' video/infomercial". Washington Post. Retrieved 2012-08-07. 
  17. ^ Spira, Julie (2012-07-18). "Dating in a Mobile World". The Huffington Post. Retrieved 2012-09-20. 
  18. ^ De Lacey, Martha (2013-05-22). "Internet dating boss admits most of the woman on his site 'looking for no-strings sex' are actually MEN". MailOnline. Retrieved 2013-05-22. 
  19. ^ a b "PlentyofFish.com Hacked, Blames Messenger". Krebsonsecurity.com. 2011-01-31. Retrieved 2012-05-18. 
  20. ^ "Plenty of Fish hacked, CEO recounts bizarre ordeal with hacker in blog post | FP Tech Desk | Financial Post". Business.financialpost.com. 2011-01-31. Retrieved 2012-05-18. 
  21. ^ "Canadian dating site Plenty of Fish sued for using dead U.S. soldier’s photo". National Post. Retrieved 2012-02-20. 
  22. ^ Clay, Kelly (August 23, 2012). "How One Man Made A Million Babies With Free Online Dating". Forbes. Retrieved 2012-09-17. 
  23. ^ Bignell, Paul; Hastings, Rob (May 2013). "Plenty of Fish dating site founder pulls 'Intimate Encounters' option to ward off sleazy men=Ein". The Independent. Retrieved 2013-05-22. 
  24. ^ incognito (May 2013). "POF changes: Age Restrictions +or- 14 years AND intimate encounters publisher=www.datingfora.com". Retrieved 2013-10-28. 
  25. ^ Stross, Randall (2008-01-13). "From 10 Hours a Week, $10 Million a Year". The New York Times. Retrieved 2008-01-18. 
  26. ^ Frind, Markus (2007). "Looking for 3 Senior Software Developers.". PlentyOfFish Blog. Retrieved 2007-12-09. 
  27. ^ Gilbert, Brent (February 2014). "Looking for love? Here's why you might want to thank a Canuck". CTV News. Retrieved February 14, 2014. 
  28. ^ "PlentyOfFish.com Is the Most Visited Dating Site in the UK & USA". OPW. 2011. Retrieved 2011-09-06. 
  29. ^ "Plentyoffish Has Plenty of Users: Top Dating Site in US and UK". Mashable. 2008. Retrieved 2008-09-27. 
  30. ^ "Online Trends - Experian Hitwise". Hitwise.com. 1999-12-31. Retrieved 2012-05-18. 
  31. ^ "US Online Dating Rankings Update". OPW.com. 2012. Retrieved 2012-09-17. 
  32. ^ "POF passes 100M weekly messages, 2 Billion Pageviews/Week". Plenty of fish blog. 2012. Retrieved 2012-04-18. 
  33. ^ "PEER 1 Wins Telly Awards For PlentyofFish Testimonial Video". Online Personals Watch. 2008. Retrieved 2008-05-20. 

External links[edit]