Well if the intent is to enable payments with less friction (expense) and fewer middlemen, for people under duress, then the next markets should be strategic in terms of assisting people with the means of survival (food, shelter, clothing) Using Greece as an example, food and beverage distributors who can link into their regional supply chains (Europe) as well as local retail distribution would probably make a lot of sense.  

But still noodling on the central role of smart cards. I totally get why smart cards could provide access and anonymity on a distributed basis, and that the plastic and its chip has little inherent value until loaded with BTCs. But introducing a new product into a system, a product that requires additional hardware no matter how pocket sized, by its very definition attracts attention. If a citizen is stopped and searched will the mere possession of a branded smart card become probably cause?  

If only we could start a new healthy vitamin enriched beverage line sold via vending machines that has free mini smart cards attached to the bottles, and folks have to take those BTC cards into their local stores to be read so that they can see if they won the "BIG PRIZE" which of course is the act of buying and reading the cards.... now that would be a clever trick.