Anyone ever heard of Zello... Zello@Work... Same theory.
These guys, WAVE, I'm pretty sure have some affiliation with Zello, although I MIGHT be wrong. I think they're the more beefed up version for applications like public safety/much larger companies. Seems to have a better UI as well as the whole mapping technology.
Now is this cool... Of course. But who wants to rely on a cell phone for mission-critical communications. As a backup, it's awesome. But as a primary method of communicating... I'm not so sure. The cell phone just presents so much more that can go wrong, if you ask me. How many times has anyone with a smartphone noticed an app crashing, the phone freezing, the battery draining faster than you can blink, and so on. Sure radios have their flaws, but they are really designed for one purpose, radio communication, while the phones just have so much other stuff going on at once and are so much more complicated that they are just basically more likely to screw you over in terms of glitching out. There's ALWAYS an issue with an app, sooner or later. Sure, it will work awesome at first, maybe, but over time something usually screws up. Personally I use Zello all the time, as an example, and every once in a while the button will freeze up and won't let me hit it, or it won't key up because it can't find a strong data signal, the list goes on.
Sure I think it's cool...
But I mean there's a lot that can go wrong. Then again, this still is a secondary mean of communication, I think, because it says LMR is still in use.
Just my two cents.