JonR - As I recall anyone accused of cycling inconsiderately or without due care and attention (s29 of the RTA) would have to go to court anyway - as it is not (AFAICR) a fixed penalty offence. The court will then decide whether the circumstances of the alleged offence are illegal, not some bobby on the street. That option exists for all offenses even if they are Fixed Penalty - in that you can choose not to accept the fine and go to court.
I suspect there might be a bit of "poetic license" in the press release and actually they've fined people £30 for jumping lights and riding on pavements and dispensed some words of wisdom to those on phones (if they (or CPS) couldn't be bothered to pursue through the courts). It may well be that those people have elected to take the 'skills course' that was offered in place of prosecution. I would suggest that there is a reasonable prospect of a successful conviction for a cyclist on a phone under s29:
Careless, and inconsiderate, cycling.
If a person rides a cycle on a road without due care and attention, or without reasonable consideration for other persons using the road, he is guilty of an offence.
Depending upon the facts and circumstances of the case.
Maximum fine is £1000.