The Electroneum app allows your phone to simulate mining to determine the amount of coins you would receive if it actually was, based on your phone's processing power. Then you are airdropped coins in this app for simply 'mining' or for playing the game they will have on there. This element is coming in Janurary and is what is believed to be the aspect that will drive mass adoption. Because of the simplicity of the app, the ease of use, and the simple fact it's on your smartphone, it will introduce a huge audience to cryptocurrency. You can also mine Electroneum on your computer at the moment.
There is a large amount of people who are 'un-banked' in the world, and their fiat currency isn't necessarily worth much. Electroneum will be useful for these people and will also help with mass adoption in 3rd world countries, where they might not have expensive rigs to mine, but they have smartphones for Electroneum.
It will also be introduced as a currency in online gambling and in microtransactions in mobile games.
They have around 20-30 partnerships in the pipeline at the moment (some described by Richard Ells, CEO, as "monsters"), and they've already announced they're working with BMedia and Effortel.
There is much, much more, that I'm forgetting at the moment, and I'm sure someone can expand on the details I've mentioned because I wasn't that precise.
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