From rtfs, it seems o3b is aimed at the ISP market. I think this could be quite neat, they are aiming at being a backbone provider for say a local wireless ISP on a tropical island, this ISP sets up their terrestrial wifi equipment, and sets up a link to o3b for backhaul.
This could transform the competitive landscape in a lot of these places where either a) becoming an ISP means signing a multi-thousands/mo deal with the 1 company that has pulled fiber under the sea for thousands of miles, or b) having no option, because the terrestrial land lines are all owned by the government run telco who has no interest in providing an upstart with bandwidth
Of course, for this utopia of competition to break out, it assumes that o3b will be charging significantly less than whoever has pulled fiber under the sea, and that government regulation in all these countries doesn't simply preclude the business model by granting unlimited monopoly power to the government run telco. I know in the 2 south american countries I've visited this second hurdle is much larger than the first... The government owns the telco, thats the only way to get internet, period.
But assuming I'm wrong about the regulatory landscape, and assuming o3b will have reasonable pricing, it almost becomes interesting to attempt to setup a wifi based ISP in some underserved country...