The fact that you can do TCP/IP data over the first generation Iridium network is actually kind of a minor miracle, the data rates are so low. Voice calls have to fit in 2400 bps with a special codec. Data sessions used a lossless compression system not very dissimilar from v42bis to squeeze up to 9600 baud out of a 2400 bps connection... Well, at least if all you're transferring is a plain text file, if it's content that's already compressed you literally see 0.2KB/second.
They're going after the revenue that Inmarsat enjoys from BGAN services, Thuraya's revenue stream from BGAN-like L/S-band services, etc. Maritime and aircraft of course. And military... and military and civilian UAVs... all sorts of stuff. M2M stuff that has to work literally anywhere.