In my opinion it is important to invest in a token that is offered by a company that has already successfully built up a product. I personally consider ideas like the one of tenx that offer payment solutions for mass market users as very relevant because crypto currency - adoption barriers can thereby be reduced. tenx offers a credit card which allows users to pay with cryptocurrencies
https://bitcointalk.org/index.php?topic=1953612.0.
https://www.tenx.tech/
I think their success speaks for itself.

In Germany we also have company that is currently planning to run an ICO named savedroid. savedroid is a company that has developed an app (200k+ downloads) which enables users to comfortably save money through self-defind saving rules. Now they want to simplify the whole crypto topic and integrate a crypto saving feature into their app which will eventually provide a lot of people with an easy access to bitcoin, ethereum etc.
ico.savedroid.com
https://bitcointalk.org/index.php?topic=2578161.msg26252983#msg26252983
I'am very much looking forward to this project.