In less than 5 years, the power of word of mouth killed Be2! This should be a case of study for stupid investors' series. Other online dating companies are in the same road (be killed by power of word of mouth by email chains).
See samples of the negative power of word of mouth
Be2 SHOULD BE A CASE OF STUDY of how internationalization had failed.
eHarmony Inc., Match and Meetic also in the same road.
The team never understood how to innovate in the online dating arena.
Clean Up Industry" They should begin to delete all INACTIVE PROFILES from online dating sites.
Some time ago, Class Action Calls Match a 'Scam' / More than 90% of potential dates are "phantoms," suit charges then Match had morphed its marketing campaign.
Imagine a NEW Legislation for Online Dating Sites to force them disclose how many active members they have (Premium members: paid or with gift subscriptions) ?
And also force them to conduct ID verification ?
That will improve dramatically the Online Dating Industry!
During 2008, a lawsuit against Parship in Belgium about "pratiques commerciales trompeuses" forced Parship to disclose how many paid members it had in Belgium (Parship lied about their customers; 80.000 announced, 5.004 in reality, a 6.25% conversion rate, the same to say over 93% inactive profiles!!! )
During January 2011, former CEO of Match LATAM Countries recognized 75% inactive profiles at Match Argentina.