I think this project will be very successful not even just in Asia but it can spread further in to the other continents .... It is not just to buy bitcoin but actually buy any crypto currency like lite coin, cardano, quanstamp etc .... which at the moment is not very straight forward for some one new in to Crypto World :)
Yes, i see them as pioneers among others like Bread, TenX who make cryptocurrencies accessible for regular people who don't wanna mess with complicated software wallets in the first place. They are building the bridge to the real purpose of cryptocurrencies and are important to show an alternative to fiat money in the real world.