U.S.E.'s take on it
There is obviously a market for these technologies: shopping centers (with super-local discounts), train stations and airports, exhibits... Integrated into an app dedicated to the place or the event, it's a real service for the user, especially for short-time events, like professional shows, festivals, etc.
On the other side, there is an hardware set-up of the service which can seem difficult and/or expensive. But it is a source of revenues for those companies, as well as a way to limit Google's expansion on this specific market.
When it comes to pick side between competitors... (while there must be plenty others)... well, they probably can share the market.