I know I've been on a bit of a rant about simplicity recently, but imagine trying to explain this PR stunt to my Mum.
"The new solution allows consumers to scan a smartphone on a vending-machine sensor, which will activate a touchscreen interface with purchase options. If the consumer has the SAP Hana app installed on his or her smartphone, the cloud menu can recognize the user and will eventually build a user profile based on purchase history. Consumers can select promotional offers and give feedback on their purchases. Gifts can be sent between app users, who will be informed via text of their gift credit."
Good luck with that.