NXT is the frontrunner (marketcap wise) to using the blockchain technology for more than just transferring money. This is distinct from most of the bitcoin clones that merely try to improve upon some aspect of money transfer, such as ease of use, anonymity, speed, better micro-transactions, etc.
NXT/NEM is in what we can crudely call the "Bitcoin 2.0" category, along with Mastercoin, Bitshares, Ethereum, Counterparty, eMunie and others.
For a good metaphor of this paradigm shift, consider Bitshares. The idea behind the name Bitshares is to view the coins as shares in a company. Seen in that way, we can understand the bitcoin protocol as a Distributed Autonomous Company (DAC) and coins as a shares in that company.
At any rate, this is the line of reasoning offered by
Daniel Larimer.