I remember they pitched Mongolia as a place this would be used, but I fail to see how it actually would be. I haven't been back to Mongolia since this came out, but I would bet good money that no one (besides whatever government entity signed onto (bribed/schmoozed) the project) would use this. English isn't that common among nomads that it would make any sense. Everyone knows the Latin alphabet, but reading and writing is all in Mongolian Cyrillic, so it doesn't even make sense that way.

In the cities (where the large majority of the population lives) in the organized ger districts, there are street names and numbers, so this is really a solution in search of a problem.