In a slightly convoluted move, O2 has announced it is launching a competition to find the best new iPhone app for its customers.
Via O2's "Litmus" online app store, the "O2 App Showdown" comp will offer a £10,000 prize for the best new application idea, as well as assistance to get it published to Apple's iTunes App Store, and promotion via Litmus when it's live.
It seems from suggestions from the operator as if O2-related apps - such as an interactive O2 coverage map, software connecting an iPhone to the O2 Joggler or a Bluebook app - would go down well.
O2 says: "The key criteria for the winner will be an app that can help build a lasting relationship between O2 and its iPhone customers".
The iPhone user community is being drafted in to help judge the best ideas, with 100 Litmus-using members of the public helping decide which should win.
Launching now, and running for 2 months, wannabe developers - as well as O2 UK iPhone customers interested in being a member of the judging panel - can visit www.o2litmus.co.uk/appshowdown for more.