They will integrate NEM+IPFS+PeerStream, this sounds dangerously like the VHS to MaidSafe’s Betamax: ProximaX is not perfect, nor elegant (technically speaking), but good enough for customers.
Sounds like the user experience they attempt to get is very close to what the SafeNetwork was aiming for.
They are not quite there yet (it feels like a quick and dirty MVP), but they might start having a networking effect.
NEM has the characteristic of being very competent in their corporate outreach since the very early days when they were a mere username in the bitcointalk forums.
And they are really pragmatic, for example, they never attempted to have a full fledged turing complete smart contract, but a series of limited smart contract capabilities just useful enough for a focused number of use cases, it allows the common user to program their needs through a settings menu without the need to learn how to code a smart contract.
NEM is a serious contender because of their pragmatism, they know how to market.
Better keep an eye on this one.