This is basically a 33cm license-free transceiver that uses Bluetooth to link with your Android or Iphone, and enables you to communicate off the common carrier networks among a group of people equipped with the device. Has some interesting features, especially for blue force tracking. I am, however, skeptical of the range claims. Operating 33cm spread under Part 15 will give you an honest 2 mile range over most conditions, however when I tested similar technology in the Berkshires that range went down to 1/4 mile. The cost is $180/pair.
There are also other companies making similar devices. The go-Tenna http://www.gotenna.com/ - operates on VHF MURS channels, but only allows text messaging. However, in more rural and wilderness type environments, MURS will work better than 900 MHz. A pair of goTennas is $140.
My advice is that if you are interested in the features these devices offer, that you are best implementing the features using non-proprietary systems with common off-the-shelf hardware, this way you are not locked into a particular vendor, and are not orphaned when a product is discontinued.
To put things into perspective, a Yaesu FTM-3200DR is $180 and that's a C4FM/FM 65 watt VHF transceiver.