Speculating gently that this 'new' tech is intended to enable the signalling layer for LTE Direct (was FlashLinq) a quasi-P2P system, designed primarily for retailers to push stuff at you, rather than create 'classic' P2P filesharing networks. Perhaps someone more knowledgeable than me on this topic can join the dots...

http://www.pcworld.com/article/259680/emerging_lte_direct_st...

https://www.qualcomm.com/media/documents/files/lte-direct-wh...