Failing is really the default for startups. A better question would be, why do you think you did not succeed. I'm guessing they simply did not make enough money, which is the norm.
EDIT: if you read the article, they "failed to monetize" so there's your answer. Because they failed to monetize, it's hard to know what they could have done differently to monetize.
EDIT: if you read the article, they "failed to monetize" so there's your answer. Because they failed to monetize, it's hard to know what they could have done differently to monetize.