Article at TechCrunch
For "Internationalization", they should learn from Badoo and Zoosk: in decadence now, Be2 that failed; and others.
HowAboutWe is a dating feature mostly offering "Go on dates with people who like what you like" but If man A likes playing cards and woman B also likes playing cards, that does not mean man A likes woman B, or woman B can like man A with the same intensity or interest.
Not sure if HowAboutWe is profitable or not, but mobile applications like them are marketing tools to migrate free users to paid online dating sites, like Tinder and Twoo useful to migrate users to Match and Meetic, and make them pay there. It seems other social dating applications are decaying fast, like Badoo, Zoosk, Skout, Twine, AreYouInterested, etc.
Lots of others had failed like: 1Mind, LikeIt / TheCompleteMe, Comiingle, LikeBright, Perceptual Networks, Zingl, Engage (then rebranded to Ignighter group dating, then rebranded again to StepOut), Thread, Triangulate, Gelato (then rebranded to Twnty), WooMe, 12Like, LittleHint, SmartDate and others.
Social dating is vaporware. Online Dating for serious daters does not need to be more social, it needs to be more effective/efficient. It needs to reduce the false positives problem. The Online Dating Industry needs innovations but they will come from only one source: the latest discoveries in theories of romantic relationships development with commitment: Compatibility is all about a high level on personality* similarity* between prospective mates for long term mating with commitment.
*personality measured with a normative test.
*similarity: there are different ways to calculate similarity, it depends on how mathematically is defined.
Lack Of Innovation & Decadence can summarize the Online Dating
Industry since years. (Please read: The Unsurprising Trend of Online Dating 'Going Offline' )
C level executives are cooking barbecues under the water (selling smoke) and not paying attention to latest research from Academics which could be beneficial for the Online Dating Industry. Wasting precious time with Matchmakers which should be obsolete.
WorldWide, there are over 5,000 -five thousand- online dating sites
but no one is using the 16PF5 (or similar) to assess personality of its members!
but no one calculates similarity with a quantized pattern comparison method!
but no one can show Compatibility Distribution Curves to each and every of its members!
but no one is scientifically proven!
Worldwide there are less than 7 million paid members (adding
up all the ones at eHarmony, Match, Chemistry, Meetic,
MeeticAffinity, OkCupid, PeopleMedia's Communities, PlentyOfFish,
Parship/eCift, and others).
The market remains enormous for new players.
With less than USD10 Million you can copycat eHarmony
innovate and revolutionize the Online Dating Industry, killing those old & obsolete sites forever.