Most companies ask a customer for a telephone number in their forms and in their applications. Actually, just about any context where the customer's mobile device is not the item of attention. This was my first encounter with a company that specifically requested a mobile telephone number in their application. This unusually specific request illuminated some interesting possibilities in my mind.
If you experience circa 2014 has been different, actually, that's great! I'd like to see and compare some similar event applications around that same time period. (Still, it was the possibilities for the uses of a mobile number that really flagged my interest as well as the relevance to this conversation, not the rarity today of companies specifically requesting a mobile number.)