Electroneum team are marketing geniuses, the way this ico has continued to gain momentum proves this. With the huge amount raised imagine the marketing/promoting they will be able to do with the apps. The ease of use of sending ETN to friends/family etc via the apps contact lists or simulated mining to earn ETN coins is gonna make this a viral app.
Get the users then roll out trading exchanges, fiat exchanges, uses for the coins like buying stuff, gaming etc.
Then watch the ETN coin price increase in value as demand/usage increases.