Re: Three to Seven other competitors
I think that this system is supposed to fit in between the mobile handsets and KaSat. What I have seen suggests that you don't need a fixed dish and license to be a user, in fact a number of the antennas will be mobile on vehicles, etc. This is a major plus - using something like KaSat on a mobile basis seems to be very difficult.
Also I don't think O3b really competes with this, since you need 2 dishes, each of which is tracking a bird across the sky, one after another. For backhall or village ISP, O3b could be useful, but for a single user (especially with little space for dishes, or mobile use) I don't think so.
As far as capacity is concerned, if your options are this or dial-up, or you want access when infrastructure is down, and in a mobile context, then it could work. We'll only know when it flies, or crashes and burns.