Here's the latest innovation we've come across: Orange customers will soon be able to get free snacks from the high street food chain Eat – simply by 'tapping' their phones against special posters.
The initiative, called Quick Tap Treats, incorporates near field communication (NFC) technology – which is typically used to allow shoppers to make contactless payments with their phones.
Here's how it works: Orange customers with a NFC handset simply tap a promotional poster at any of the 110 Eat outlets across the country and they will enjoy a special free treat each day, such as a baguette, piece of fruit or cup of coffee.
Orange said around 200,000 of its customers have NFC-enabled devices, with that number set to grow as the handsets become more popular.
"Whether it's a free coffee on the way into work, or a free baguette at lunchtime, you really do get more with you mobile on Orange," said Pippa Dunn, chief marketing officer at Orange UK.
The nationwide offer runs from March until next summer. Hungry?