From ZDNet:
In typical style, he trapped a senior executive from Telecom Italia Mobile on a bus. In the Dubai desert.

Really, there was nothing to do but confess. From Manners' blog:

""We will be selling an iPhone with 3G capability next month", Luigi Licciardi, executive vice president for technology and operations at TIM told me yesterday evening on a bus taking us out into the desert for dinner following the first day of the International Electronics Forum 2008 in Dubai."