That data helps you iterate, but only vision and clearly articulated strategy (and luck on timing) help you leapfrog. Both are important, but neither is sustainable on its own.
The key technology that Branch and others are using to create spontaneity is spatial gaming infrastructure. At its core, the technology allows users to only hear people within their nearby proximity, and get quieter as they “walk” away. It gives the feeling of a hallway bump-in.