I must say I am not really sure how this will work, yet. Are they planning to build their own mobile operating system? It will be hard to compete against Android, iOS and the Huawei OS.
Couple with the fact that there are already number of blockchain based projects running with similar ideas and not being successful with implementation. However let's see how it all turns out to be. When we can get a hang of it and they can get a fair share of the market then I think the project will be profitable for business in the long term.