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I don't know. I think in the beginning it will be used mostly in the Far East.
It is not anyway a competitor of Steem since it is structured firstly as a Istant Messaging system. It's social part will develope around it and connected with a Store System.
If it will become a real social media depends mostly on the growth of the community in it.
ONO has anyway a great foundation team and investors. Steem has to develope and improve itself more fastly if it wants to stay on the wave, in my opinion.

What will be the use of ONO token ?

as stated in the White Paper, ONOT will be used to reward people for their contents, as well as for funding projects to be developed in ONO