This concept looks really interesting and has the potential to bring more technology to the hotel user. 

 It is surely easier to order room service via an application or ultimately one could remove the need for reception facilities at budget hotels.  There is clearly innovation that can make a difference at both ends of the hotel spectrum.

Finally this allows the hotels to design and manage their own apps allowing them to drive a much deeper engagement with their customers.  Big data, customer service etc.

I will be watching closely to see who does what next.