Mobile dating began to take shape in 2003. ProxiDating was one of the first dating services using Bluetooth. In 2004 Match.com, Webdate and Lavalife were the mobile dating early leaders. It wasn't until the iPhone arrived in 2007 that mobile dating took off. 2010 was the year mobile dating becoming mainstream. Starting from 2012, mobile dating has been gradually overtaking online dating. Match.com and POF.com now see over 40% of their log-ins coming from mobile phones. The mobile dating market is expected to grow to $1.4B by 2013.